FERRY disruption and rising costs are being blamed for a drop in visitor numbers this summer as tourism businesses warn the Island is losing out to cheaper European destinations.
Jersey Heritage, La Mare Wine Estate and Seymour Hotels made the comments after tourism figures revealed a 16% year-to-date decline in visitor numbers up to the end of June.
It comes as many businesses have also been adversely affected by delays to DFDS’s spring and summer timetable earlier in the year.
Michael Bee, head of commercial operations at Jersey Heritage, said their accommodation had seen the effects of the downturn.
“Occupancy for the heritage lets over the summer months was down by 8.5% in comparison to the same period last year.
“This does reflect the overall drop in visitor numbers to the Island, and issues with the ferry service have had an impact on forward bookings for this period.
“For the year to date compared to 2024, bookings for the lets are down 18% for visitors from the UK and down 62% for those from France, although there were more from Germany (up 33%).”
At La Mare Wine Estate, marketing manager Carla Martini said visitor numbers were down by around 20% on 2024.
“We’ve been experiencing a significant drop in numbers for tourism, and we’re likely to end the year with 20% less visitors than the prior year,” she said.
She pointed to disruptions to the ferry serivce, the higher cost of visiting Jersey, and competition from cheaper European destinations as reasons behind the fall.
“People aren’t spending as long here. That extra day might have been when they visited La Mare, but if they’re not spending that extra day, then they’re less likely to come.
“Most of our visitors are from the UK, and the UK economy is still struggling as well.”
She added: “People can get the guaranteed weather elsewhere, where it’s also cheaper. Jersey, unfortunately, is expensive. We do think the late ferry contract has also definitely had an impact.”
Oliver Appleyard, group sales and marketing manager at the Seymour Hotels Group, said that visitor numbers were “noticeably down”.
He pointed to delays in awarding the Channel Islands’ ferry services contract as having a “significant impact” – particularly in the first half of the season.
Mr Appleyard added: “The lack of inter-island ferry services, along with the reduced and poorly timed schedules from France, has further restricted accessibility, discouraging much-needed visitors from our nearest neighbour.
“With the cost of living crisis affecting many households, travellers are seeking better value in European short break destinations, where competitive pricing and broader offerings are proving attractive alternatives.
“While Jersey offers natural beauty and a warm welcome, our product offering remains limited compared to other destinations.”
He stressed the importance of strengthening transport links and diversifying the Island’s offer if Jersey is to remain competitive.
“Tourism is a vital part of Jersey’s economy, and it is essential that we learn from this season.
“With stronger strategic planning, improved transport links, and a renewed commitment to enhancing our visitor offering, Jersey can once again thrive as a desirable short-break destination.”
DFDS was named as Jersey’s preferred ferry operator by the Government last December and it could only publish a partial timetable in January.
It began sailings in March, with services to France initially disrupted by a technical problem with one of its fast ferries, Tarifa Jet.
Delays in being able to book and the fact that more French visitors have chosen Guernsey over Jersey have had a noticeably negative impact on visitor numbers this year.
Monthly statistics released by Visit Jersey in August revealed that an estimated 51,900 visits were made in June, down 17,100 compared with June last year.
The grant-funded marketing body previously said that the decline had been driven by drops in April, May and June, while January to March visits remained flat year-on-year.
The overall fall was primarily due to 23,100 fewer sea visitors year-to-date.
In June, 94,700 passengers departed Jersey, a 13,200 decline from the previous year.
In the first six months of this year, there were an estimated 765,500 visitor bed nights in Jersey, 118,200 fewer than in 2024, representing a 13% fall.
Ports of Jersey acknowledged the challenges but said performance had improved as the summer progressed.
Chief operating officer Stephen King said: “The number of passengers arriving and departing by air is broadly consistent with 2024.
“While ferry passenger numbers were initially impacted by the late start with DFDS, we have seen a steady improvement in volumes and, by August, UK and Inter-Island travel had nearly matched last year’s figures.
“Low consumer confidence in the UK is impacting on the market.
“Passenger numbers from France are lower, in part due to the availability of the additional direct services between Guernsey and St Malo.
“Although the gap vs 2024 has improved in recent months, we recognise that increasing the number of passengers to Jersey from France remains a key priority for both DFDS and Visit Jersey.”
Responding to queries from the JEP, DFDS said it was working to rebuild confidence and that it understood the challenges faced by tourism businesses.
A spokesperson said: “DFDS acknowledges that the start of the year was affected by the later-than-expected commencement of our ferry operations due to delays obtaining our contract to operate.
“However, since then, we have seen a steady improvement in passenger numbers, with travel from the UK in August increasing by 4% compared with the same period last year.
“We recognise the challenges faced by the tourism and hospitality sector this summer, and we are committed to working closely with our partners, including Visit Jersey and Ports of Jersey, to support sustainable growth in visitor numbers.
“In line with Ports of Jersey’s assessment, we note that while UK and Inter-Island passenger volumes are now tracking close to last year’s levels, demand from France remains more challenging. We continue to work with stakeholders to strengthen this important market, particularly given the increased competition from alternative European holiday destinations.
“DFDS remains focused on providing reliable, good-value services and on contributing positively to Jersey’s visitor economy in the months and years ahead.”
Economic Minister Deputy Kirsten Morel – who is responsible for tourism and connectivity – has been approched for comment.
The view from DFDS
DFDS and Ports of Jersey have defended their performance after tourism businesses linked a fall in visitor numbers this summer to disruption on sea routes and higher travel costs.
Tourism figures published last month showed a 16% year-to-date decline in visitors up to the end of June, with 23,100 fewer sea arrivals accounting for most of the drop.
The number of visitor bed nights in the first six months of 2025 was down 118,200 on last year – representing a 13% fall.
The downturn followed a troubled start to the year for DFDS.
The Danish operator, appointed as Jersey’s preferred ferry provider last December, was only able to publish a partial timetable in January.
Sailings began in March but were affected by technical problems, including a fault with the Tarifa Jet on the France route and a lift breakdown on the Levante Jet to the UK, which caused difficulties for passengers with reduced mobility.
Businesses have said the delays disrupted forward bookings and pushed French travellers towards Guernsey, which offered additional direct services to St Malo.
Stephen King, Ports of Jersey’s chief operating officer, said air passenger numbers had remained broadly in line with 2024, while sea travel had been hit early in the season.
“While ferry passenger numbers were initially impacted by the late start with DFDS, we have seen a steady improvement in volumes and, by August, UK and Inter-Island travel had nearly matched last year’s figures,” he said.
“Although the gap vs 2024 has improved in recent months, we recognise that increasing the number of passengers to Jersey from France remains a key priority for both DFDS and Visit Jersey.”
A spokesperson for DFDS acknowledged the slow start but said numbers were now improving.
“DFDS acknowledges that the start of the year was affected by the later-than-expected commencement of our ferry operations due to delays obtaining our contract to operate.
“However, since then, we have seen a steady improvement in passenger numbers, with travel from the UK in August increasing by 4% compared with the same period last year.”
The company said it recognised the challenges facing the tourism sector and was working with Visit Jersey and Ports of Jersey to support recovery, while acknowledging that demand from France remained “more challenging”.
Businesses, however, say the disruption has already taken its toll.
The downturn in visitor numbers has also been felt by Durrell, with the organisation seeing a 16% drop in visitors in 2024, its lowest since the pandemic.
