It stated that 726,800 visitors came to Jersey in 2017, 5% more than in 2016, staying a total of 2.9 million nights and spending £250.2m in the local economy.

Keith Beecham, Chairman of Visit Jersey, however, wrote that without the 27% reduction in day trips, which represented around 41,000 visitors, the total number of visitors could have "easily" exceeded the target of 749,000 visitors set in the 2015 destination plan. A total of 77,000 holiday day-trip visits were made in 2017. Mr Beecham added: "A further reminder of a simple but important fact, without ways to get to Jersey, our marketing efforts will be wasted."

Video: Keith Beecham, Visit Jersey's CEO, introduces the 2017 Annual Report.

The number of first-time holiday makers also rose with 52% of those visiting for holiday or leisure purposes saying it was their first visit to Jersey. Historically, this figure has been slightly less than 50%. Staying business visitors at 57,677 were however down by 18%. 

The UK (65%), France (18%), and Guernsey (5%) still account for the most visitors. August was the busiest month with 114,000 visitors while the quietest month was January with only 18,000. 19% of holiday visits took place in the first and fourth quarters with the remainder being between April and September.

Visit Jersey's annual report also shows that visitors continue to favour air travel to reach the island with 498,000 travelling by plane compared to 207,000 by ferry, a vast majority of those from France. 

Pictured: Highlights from Visit Jersey's 2017 Annual Report.

Mr Beecham said in his foreword: "In 2017 substantial effort was made to promote the many things visitors can enjoy when coming to Jersey (which we call product) that make their stay even more memorable and encouraging visitors to be advocates of #TheIslandBreak. Probably the most significant new “product” in 2017 and one that shows huge promise was the Super League Triathlon, which we are delighted will be returning in 2018 and beyond."