Those are the conclusions of consumer research carried out earlier this year among six separate focus groups in London, the south of England and the Midlands.
Each group included six to eight people in the 45 to 55 age bracket and ABC1 market who had never visited Jersey before but like to take short breaks without children.
On the positive side, they perceived the Island to be a great place to unwind, with a slower pace of life in a safe and tranquil setting.
There was also a perception that being near the French coast and producing Jersey Royals, the Island produce would be organic, fresh and natural.
Those who were aware of the historical events of the Second World War saw this as a real point of interest and differentiation.
The image of Jersey as a place for wealthy tax exiles was also regarded as positive, in terms of association with quality product and service.
