INDUSTRY representatives have disputed claims made in the States Assembly that Jersey’s hospitality season this year has had its “worst start in living memory”.
The Jersey Hospitality Association said it wanted to clarify that this year’s tourist data was “on par” with last year.
During Tuesday’s States sitting, St Clement Constable Marcus Troy asked if Chief Minister Lyndon Farnham was “aware that the hospitality industry, in all its forms, has made the worst start to the season in living memory”.
In a statement responding to the claim, the JHA said that while they “acknowledge and respect Deputy Troy’s concerns”, they wanted to provide a “data-driven perspective to ensure a comprehensive understanding of the situation”.
Contrary to the “challenging start” highlighted by Mr Troy, the JHA said that data from its hotel members – which account for around 60% of bed stock – indicated that average room occupancy so far this year “has remained consistent with the same period in 2024”.
They explained that current occupancy forecasts for Jersey’s peak summer season was also “on par” with last year, and bookings for September were “up already at this stage”.
“This stability suggests that the industry is maintaining its performance levels despite significant external pressures,” the JHA said.
While they recognised that traveller numbers have fluctuated, particularly in the reduction of business travellers since the pandemic, the JHA said they were encouraged that both total visitors and leisure tourists increased by 8% in 2024.
They explained that in 2025 areas of the industry that rely on group and forward bookings have seen “a significant decline in visitor numbers”, which were “almost exclusively related to” the breakdown of the joint tender ferry contract with Guernsey and consequential delays in establishing DFDS as the sole operator.
However, it said that the release of UKTV’s six-part remake of Bergerac in February had “saved” the sector, thanks to a boost in visitor numbers.
The JHA said that due to “broader geopolitical factors”, there remained “ongoing uncertainties” for the future of the sector in Jersey, such as the approaching introduction of electronic travel authorisation (ETA), a decrease in British tourists and last-minute booking trends.
“Challenges exist, but it’s encouraging to recognise the resilience once again of our industry, who seem to constantly face a barrage of barriers to growth and success thrown at them,” the JHA said.
“We urge policymakers and stakeholders to consider these data points and work collaboratively to address the underlying issues, ensuring the continued success of Jersey’s tourism industry and the planned growth of our visitor economy.”
