Summary – Q4 2025
Visitors to Jersey spent an estimated £36.3 million in Q4 2025 (October to December), down 6% on the same period in 2024. For the full year, total visitor spend was £262.6 million, a decrease of 10% compared with 2024.
Air visitor spend increased 4% to £33.0 million in Q4, while sea visitor spend fell sharply to £3.3 million (-51%). Average spend per overnight visit rose to £490 (up 18%) and average spend per visitor night to £133 (up 16%).
Jersey’s Net Promoter Score (NPS) for Q4 2025 was 76, an increase of 2 from Q4 2024. For the full year, NPS was 71, down from 75 in 2024. 78% of leisure visitors in Q4 rated their likelihood to recommend Jersey as 9 or 10 out of 10.
41% of visitors in Q4 2025 were visiting Jersey for the first time, up from 34% in Q4 2024. For the full year, 42% of visitors were first-timers, down slightly from 43% in 2024.
Headline Stats – Q4 2025
-6% vs Q4 '24
+18% vs Q4 '24
+16% vs Q4 '24
+2 vs Q4 '24
Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Total visitor spend in Jersey reached £36.3 million in Q4 2025, 6% lower than the same quarter in 2024. For the full year, total spend was £262.6 million, down 10% on 2024.
Overnight visitors accounted for £261.1 million for the full year (down 8%). Day visitor spend was too low to report for Q4. With overnight leisure visitor spend contributing £221.8 million for the full year (-7%).
Air visitor spend was £33.0 million in Q4 2025, up 4% on Q4 2024. Sea visitor spend fell to £3.3 million (-51%), driven primarily by a significant reduction in harbour arrivals from France. For the full year, air visitor spend of £211.4 million was down 4% and sea visitor spend fell 26% to £51.3 million.
UK visitors remained the largest source of spend, accounting for £31.0 million in Q4 and £216.6 million for the full year (-5%). French visitor spending fell to £8.6 million for the full year..
Spend by visit type year-to-date
| YTD to Q4 2025 | Vs previous year | |
|---|---|---|
| Overnight | £261.1m | -8% |
| Day visitors | £1.5m | -75% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Spend by visit mode year-to-date
| YTD to Q4 2025 | Vs previous year | |
|---|---|---|
| Air | £211.4m | -4% |
| Sea | £51.3m | -26% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Spend by country of residence year-to-date
| YTD to Q4 2025 | Vs previous year | |
|---|---|---|
| UK | £216.6m | -5% |
| Other Channel Islands | £9.4m | -25% |
| France | £8.6m | -70% |
| Rest of World | £27.9m | +27% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Spend by purpose year-to-date
| YTD to Q4 2025 | Vs previous year | |
|---|---|---|
| Leisure | £223.1m | -9% |
| Visiting friends and relatives | £26.9m | -20% |
| Business | £5.3m | -17% |
| Other | £7.3m | +22% |
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Breakdowns with a sample size of fewer than 100 respondents have been removed.
Average Visitor Spend
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Average spend per overnight visit in Q4 2025 was £490, up 18% on Q4 2024 (£415). For the full year 2025, average spend per overnight visit was £601, up 8% on 2024 (£555).
Spending per visitor night was £133 in Q4 2025, up 16% on Q4 2024 (£115). For the full year, average spend per visitor night was £138, up 5% on 2024 (£132).
Net Promoter Score
Source: Visitor Experience Survey, Visit Jersey and 4insight.
Jersey’s Net Promoter Score (NPS) among leisure visitors reached 76 in Q4 2025, an increase of 2 from Q4 2024 (74). For the full year 2025, NPS was 71, down from 75 in 2024.
In Q4 2025, 78% of leisure visitors rated their likelihood to recommend Jersey as 9 or 10 out of 10, broadly unchanged from 77% in Q4 2024. For the full year, 76% of leisure visitors were promoters, compared with 78% 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.
41% of visitors in Q4 2025 were visiting Jersey for the first time, an increase from 34% in Q4 2024. For the full year 2025, 42% of visitors were first-timers, down slightly from 43% in 2024.
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 Experience 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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