JERSEY’s visitor numbers are 16% down so far this year – but what is behind the figure?
James Jeune spoke to Visit Jersey chief executive Tricia Warwick.
THE headwinds facing the Island’s visitor economy have been discussed on the floor of the States Assembly multiple times this year, as the drop in visitors continues to cause concern.
Data from Visit Jersey marks a 16% year-to-date decline in visitor numbers up to the end of July in comparison to 2024.
The average length of stay has remained relatively stable at between four and five nights, but the number of overnight leisure visits and bed nights are both down against last year [see picture].
Speaking to the JEP, Visit Jersey Tricia Warwick noted multiple factors influencing the UK market, from which the Island draws around 70% of its tourists.
Changing trends and the cost of living
She highlighted changes in consumer trends, such as a shift towards later bookings and travellers “looking for a deal” – but also pointed to geopolitical and economic factors including the cost of living crisis.
“It’s a big deal in the UK, it’s a big deal in France, it’s a big deal in Germany, and that is absolutely having an effect on business to all destinations,” Ms Warwick said.
“Visitors from the UK to Ireland are down 9% – now that’s where we look for our measure. If that was plus 9%, we’d be going, what’s going on?
“So when you see that, you think, okay, it is the economics here playing a part.”
Ferry transition
She continued: “Then you look at capacity and ease of getting to a destination, the value for money – and I think there we have to cite DFDS [and] the ferry transition.”
The Danish ferry operator commenced its Jersey sailings at the end of March, having signed a 20-year contract to run ferry services to the UK and France.
Bookings went on sale at the end of January.
“We would have been bookable, typically, back last October,” Ms Warwick said, adding that a lot of travellers who had wanted to book before tickets became available this year “went somewhere else”.
“That has had a big dent in our visitor numbers.”
Flash sale
In a bid to stimulate business, Visit Jersey worked with Premier Holidays on a ‘flash sale’ package deal encouraging last-minute bookings for August through to December, promoting a discounted three-night break combining flights, a hotel, breakfast and Jersey Heritage attractions.
“We booked 1,000 people in three weeks,” Ms Warwick said, adding that this “absolutely validated” the late booking trend and proved that there were potential customers who “for the right deal” would come to Jersey.
Additional funding
Earlier this year, Economic Development Minister Kirsten Morel unveiled the details of the Government’s Better Business Support Package.
This included £2m of additional funding for Visit Jersey to assist with marketing initiatives.
Ms Warwick explained that the funding had been used across several areas, including to support the development and promotion of the Bergerac TV series.
It has also gone towards targeted marketing alongside Ports of Jersey’s drive to expand the Island’s air routes – which has helped with the launch of a direct Blue Islands service to Paris – as well as “tactical marketing” and partnerships including the flash sale with Premier Holidays.
Shoulder months events
At the weekend, Jersey welcomed some of the world’s best athletes with the return of the Super League Triathlon.
Ms Warwick said such events were “vital” for encouraging visitors in the shoulder months.
“You’ve got to have compelling reasons why the customer is going to choose to come to you, not in the typical peak time of year, when there is a lot of choice out there.
“What you really then need is a very solid calendar of events – and they can be sporting events, cultural events, music events, food events, you name it.”
Comparison with Guernsey
Guernsey’s visitor numbers appear to have seen less of a change, with data for the first two quarters of the year showing an overall drop of 2% against 2024. However, the islands have notably different passenger volumes (202,900 visits for Jersey in the same period vs Guernsey’s 117,410).
But Ms Warwick acknowledged that Guernsey, which chose Brittany Ferries – Condor Ferries’ majority owner – as its preferred bidder during the ferry tender process, had benefitted from earlier ticket sales.
“They were out of the blocks faster than Jersey and that is down to the fact that out contract [with DFDS] wasn’t signed until January.”
Ms Warwick added: “If DFDS goes live in October for 2026, hopefully you’ll start to see Jersey normalise its business,” although she noted impending challenges such as the scheduled redevelopment of the port in St Malo.
“Is there enough business out of France to support day trips to Guernsey and Jersey? I think there is.”
Figures down against 2024
Looking to the rest of the 2025, Ms Warwick said Jersey was experiencing a “strong September” and that October was “looking ok”, but that the year would still end with fewer visitors against 2024.
“Which is why that flash sale was a good idea, because at least we could get some last-minute business while we could in the season for the season.”
