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Rise in visitors in 2023 – but Jersey still falling short on 2019 levels

Rise in visitors in 2023 – but Jersey still falling short on 2019 levels

Thursday 16 May 2024

Rise in visitors in 2023 – but Jersey still falling short on 2019 levels

Thursday 16 May 2024


Jersey saw an 11% increase in visitor volumes last year – but is still years away from reaching pre-pandemic levels, Visit Jersey's CEO has revealed.

Tricia Warwick cited the figures during a Chamber of Commerce lunch event yesterday, in which she provided an update on the organisation's progress in attracting tourists to the island.

More visitors but "still a way to go"

In 2023 Jersey saw an 11% increase in total visitor volumes compared to 2022.

Ms Warwick said: "These are the stats from our exit survey which we conduct with visitors as they're leaving Jersey and also with Oxford Economics who we work with for forecasting.

"We're on the right direction, on the upward."

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Pictured: Visitor volume statistics were quoted by Visit Jersey's CEO during the Chamber of Commerce lunch event yesterday.

However, she added that the island's projected recovery meant it was unlikely to hit 2019 visitor levels until 2026.

"That's their projection thus far, so there's a way to go," she said.

Campaign "resonating" with tourists

Ms Warwick noted that Visit Jersey's 'Where Sea Meets Soul' advertising campaign was "cutting through", having so far delivered an 18% rise in unique web users.

"Those are people who are going onto the website, seeing the ad and looking at Jersey with a view to doing something," she added.

There has also been a 260% rise in partner referrals.

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Pictured: Tricia Warwick spoke at a Chamber of Commerce lunch event yesterday.

Ms Warwick explained: "That's where somebody clicks on the website, then thinks 'I like that hotel' and clicks through to it.

"We can track that they click through to the hotel, the attraction, the restaurant.

"Obviously this is resonating, we are showing a different side of Jersey with this campaign."

Turning viewers into visitors

Ms Warwick also yesterday showed her support for the upcoming Bergerac reboot, adding that the Government should invest in it to ensure the series is filmed locally.

She quoted research by Expedia, which estimated that if someone saw a destination on television, they were around 40% more likely to book a trip there.

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Pictured: A six part reboot of the hit 1980s detective drama Bergerac has been commissioned by UKTV.

Ms Warwick continued: “I’ve done stuff with filming that’s really worked hard and it is bigger than the investment that you make in terms of the return, so that’s what I think about that type of activity.

“What do I think about Bergerac? I really think we should do it.”

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