JERSEY should increase its tourism marketing budget by more than a third to capitalise on a bumper summer for the visitor economy, the head of the Island’s hospitality trade body has said.
Jersey Hospitality Association chair Malcolm Lewis has called for Visit Jersey’s annual funding to rise from £7.4 million to £10 million, describing it as a “cheap fix” which he believes would “reap rewards”.
Writing in today’s JEP, Mr Lewis argues that Jersey “falls behind almost every other competitor destination” in the amount it spends marketing itself and says properly funding Visit Jersey should be top of the new government’s tourism to-do list.
His intervention follows what he described as a “truly fantastic” summer, with strong visitor numbers and positive feedback helping to create a “buzz” around the Island.
The proposed £2.6 million boost to Visit Jersey forms part of a wider package Mr Lewis wants the new government to pursue.
He called for continued funding to secure new air and sea routes, including international connections such as Amsterdam, and a grant scheme to encourage hotel operators to upgrade and expand rooms.
He also suggested that ministers to establish a cross-government Visitor Economy Committee, bringing together responsibility for connectivity, transport, planning, licensing, immigration and marketing under one minister.
He argued that government support did not necessarily have to mean handing businesses cash, suggesting tax incentives and a more flexible approach to planning could make investment more attractive.
The chair concluded: “It is vital that we never lose sight of what an amazing destination this is and how lucky we are to live here, even if it doesn’t always seem that way.
“We need to protect Jersey, but we must also want it to thrive. Now is the time to start.”
