Summary – Q2 2025
Total visitor spend in Jersey reached £81.0 million in Q2 2025, a 9% decrease in nominal terms compared with Q2 2024. Year to date, total visitor spend reached £102.9m, down 12%.
The fall was driven by a drop in volume, as average spend per overnight visit increased to £621 in Q2 2025 (up 13%), and was up 5% year to date (to £559). Average spend per visitor night increased 11% in Q2 2025, and 6% year to date.
Jersey’s Net Promoter Score (NPS) for Q2 2025 was 67, down from 73 in Q2 2024, and year to date was 70 (down from 73). 74% of leisure visitors rated their likelihood to recommend Jersey as 9 or 10 out of 10.
48% of visitors in Q2 2025 were visiting Jersey for the first time.
Breakdowns with a sample size of fewer than 100 respondents have been removed.
Headline Stats – Q2 2025
-9% vs Q2 '24
+13% vs Q2 '24
+11% vs Q2 '24
-7 vs Q2 '24
Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Total visitor spend in Jersey reached £81.0 million in Q2 2025, 9% lower than the same quarter in 2024. For the year to date, total spend stood at £102.9 million, down 12% on 2024.
Overnight visitors made up the majority of spend, contributing £80.2 million in Q2 2025 (down 9%) and £102.0 million year to date (down 11%). Within this, overnight leisure spend reached £69.2 million in Q2 (-7%), and £85.7 million year to date (-9%).
Air visitors spent £65.4 million in Q2 2025, no change from the same quarter last year, and year to date spend of £84.7 million was 4% lower than 2024. Sea visitor spend was £15.6 million in Q2 (down 36%) and £18.3 million year to date (down 35%).
UK visitors remained the largest source of spend, accounting for £66.1 million in Q2 2025 and £84.0 million year to date. Leisure visitors contributed £69.9 million in Q2 and £86.4 million year to date.
Spend by visit mode year-to-date
| YTD to Q2 2025 | Vs previous year | |
|---|---|---|
| Air | £84.7m | -4% |
| Sea | £18.3m | -35% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Spend by country of residence year-to-date
| YTD to Q2 2025 | Vs previous year | |
|---|---|---|
| UK | £84.0m | -6% |
| France | £4.8m | -65% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Spend by purpose year-to-date
| YTD to Q2 2025 | Vs previous year | |
|---|---|---|
| Leisure | £86.4m | -10% |
| Visiting friends and relatives | £10.9m | -25% |
| Business | £2.7m | -25% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Average Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Average spend per overnight visit in Q2 2025 was £621, up 13% vs Q2 2024. Average spend per overnight visit year to date to Q2 2025 totalled £559, an increase of 5%.
Spending per visitor night, a measure of daily expenditure for staying visitors, was £147 (+11% vs 2024) in Q2 2025, and £137 (+6%) year-to-date.
Net Promoter Score
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Jersey’s Net Promoter Score (NPS) among leisure visitors reached 67 in Q2 2025, a decrease of 7 from Q2 2024. For the full year to Q2 2025, the NPS stood at 70, compared to 73 in 2024.
In Q2 2025, 74% of leisure visitors rated their likelihood to recommend Jersey as 9 or 10 out of 10, a decrease from 77% in Q2 2024. For the year to date, this figure was 75%, down slightly from 77% in 2024.
NPS is calculated by subtracting the proportion of detractors (those scoring 6 or below) from the proportion of promoters (those scoring 9 or 10), based on how likely visitors say they are to recommend Jersey on a scale of 0 to 10. Scores range from -100 to 100. It is calculated from leisure visitors only.
First Time Visit
Source: Visitor Experience Survey, Visit Jersey and 4insight.
48% of visitors in Q2 2025 were visiting Jersey for the first time, unchanged from Q2 2024. Year-to-date, 47% of all surveyed visitors were first-time visitors, a slight increase on 2024 (46%).
Visitor counts reflect group size (e.g. a respondent travelling with 4 people counts as 4). No additional weighting has been applied.
Downloadable Data & Dashboard
Full visitor characteristic data including age, country of residence, and travel party type are available in the downloadable spreadsheet.
About the Visitor Volume Survey
The Visitor Experience Survey is conducted quarterly by Tourism South East on behalf of Visit Jersey. Interviews are carried out with departing visitors at Jersey Airport and Elizabeth Harbour. The survey collects data on visitor spend, purpose of visit, satisfaction ratings, and likelihood to recommend Jersey. Net Promoter Score is based on leisure visitors only.
Results are estimates based on a representative sample and are subject to revision as more data becomes available. Figures are rounded to reflect the inherent uncertainty in sample-based estimates.
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