JERSEY has out-performed many of Europe’s leading cities in analysis of the continent’s most searched-for destinations.
The study for a national media title by British Airways Holidays ranked the Island as featuring in more searches than Rome, Barcelona, Paris and Prague over the past two months.
Athens was ranked as number one in the list published in The Independent, with Jersey attaining second place and Rome third.
Independent travel writer Simon Calder said he believed that both of the top two destinations may have become more attractive as a result of immigration delays on other European routes.
“Neither destination requires British visitors to undergo biometric checks for the EU entry-exit system,” Mr Calder said. “Jersey is part of the passport-free Common Travel Area, while Greece has dropped the requirement for fingerprint and facial biometrics for UK arrivals and departures.”
Emma Nicol, destination manager for British Airways Holidays, said: “Jersey’s nature and coastal appeal is exceptionally rich considering it is a small Island.
“The Jersey Tidal Trail is abundant with wildflowers and greenery, which makes it the perfect destination for those who want to appreciate their surroundings by switching off and taking their holiday seriously.”
Although the analysis was focused on searches, rather than the number of bookings resulting, it has come as a boost to the Island following a sharp drop in visitor numbers in 2025.
The government’s annual report and accounts showed that 466,000 visitors came to Jersey last year, a fall of 100,000 from the 2024 figure and around 20% below the target set by the Economy Department.
Writing in the annex to the annual report, Richard Corrigan, chief officer for the department, stated: “Whilst we hoped that Bergerac and additional funding to Visit Jersey Limited as part of the Better Business Support Package would help to boost destination marketing activity, the benefits of this investment may not be seen until 2026.”
Mr Corrigan said it was also anticipated that Ports of Jersey would continue to support the development of new routes, and that DFDS would become more embedded as an option for both UK and French visitors.
The top 10 searched destinations (in last 60 days) for short haul, according to British Airways Holidays:
- Athens
- Jersey
- Rome
- Barcelona
- Prague
- Lisbon
- Seville
- Nice
- Paris
- Gibraltar
