The latest tourism stats for Guernsey painted a pretty dismal picture overall – with the number of people visiting Guernsey for a holiday or work falling 34% over the past five years.
There’s been a 14% drop over the past 12 months alone with the much-heralded cruise liner visits playing a large part in this collapse in visitor numbers.
The number of visitors coming in to St Peter Port Harbour via the big ships fell by 55% during 2024, and by 67% over the past five years, suggesting past talk about investing in the sector was misguided if interest from the cruising community was so quick to pass us by.
Looking at the breakdown in visitor numbers for 2024 does suggest some small positives though.
The forward bookings for travel from St Malo to Guernsey are also looking strong.
With these ‘green shoots’ in mind, we’ve taken a look at tourism to see where there may be some other positive stories.
Tourism on the UP?
The number of people visiting the island to see family and friends – including for weddings and funerals – rose slightly during 2024 compared to both 2023 and 2019, while the number of visitors coming via their own yacht also increased.
There was also a large unspecified increase for ‘other visitors’ recorded in the most recent visitor statistics when looking at the five year change.
The 60,272 visits to the island noted as being trips to see friends and/or family for reasons including weddings and funerals shows that sector of the tourism economy is pretty static.
The 2024 figure was 4% up on 2023, and 5% up on 2019. Small increases admittedly, but a static section of the tourism economy is better than further decline.
19,318 visitors came to Guernsey on private boats for leisure trips last year – up 11% on 2023 and up 16% on 2019, suggesting that sector is also looking healthy with smaller numbers overall, but larger growth.
Looking into the details of the visitor numbers even more closely shows that there was also a 2% increase in the number of ‘staying visitors’ – meaning those who stayed for at least one night – during 2024 according to the Tourism Management Board.
That small increase is a direct comparison with 2023’s. When we look at 2019, the number of visitors staying at least one night has fallen 21% proving that the ongoing post-covid (and post-Brexit) recovery period continues to be slow moving.
Tasked with talking up tourism on a professional basis for the whole island, Hannah Beacom welcomed that 2% increase in staying visitors (for more than one night).
As Chair of the Tourism Management Board, she said it was an “encouraging” growth in what is otherwise a continually challenging environment.
“The 2024 report shows that the year was one where we had strong successes in some areas, and weaker performance in other areas,” she said.
“While the cruise sector had a challenging year, it is important to remember that our overall visitor performance is now improving year on year. The number of staying visitors – the group which contribute by far the most to the economy – has continued to grow, and while that growth is only by 2%, it is still encouraging in a challenging global climate.”
Any positivity borne out of a 2% rise in staying visitor numbers is understandably challenged when looking at the wider picture and a 55% drop in cruise liner visitor numbers last year alone will worry many involved in the tourism industry.
Ms Beacom said despite that drop off in visitor numbers, they still want to encourage cruise liners to visit here because of the economic benefits they bring along with their passengers.
“I do not want to ignore the impact that the drop in cruise numbers will have had on some businesses that are reliant on those visitors though,” she acknowledged. “This is an area we are working hard on, and I am confident that the steps we are taking will pay off and see growth in this area as well in the coming years.
“Alongside Visit Guernsey and the Cruise Steering Group, the intention is to ensure Guernsey is put back on the cruise map, and some of the changes starting this year will have a significant impact, such as the alongside berthing that will be starting for some ships at the harbour.”
Forward bookings
Ferries between Guernsey, the UK, and France will be run by Brittany Ferries this year for well documented reasons.
Brittany Ferries says that foot passenger bookings from St Malo are currently 136% higher than they were a year ago, with overall bookings from St Malo to Guernsey up 77%.
The major shareholder of Condor Ferries reported the increase for its “Channel Islands routes” this summer, saying combined UK and French bookings are up 16% year-on-year.
Express asked Brittany Ferries for the exact number of passengers this relates to, however the ferry firm couldn’t reveal that due to commercial sensitivity.
It did say that the average length of stay for these bookings has also grown, up to five nights.
The company says that is “a reflection of a growing trend among UK holidaymakers on package holidays to spend longer in the Bailiwick”.
The company’s summer schedule will begin on 28 March 2025.
Inter-island travel
While not satisfying the market for those wanting and needing to travel inter-island with vehicles, Chad Murray’s new venture will allow regular travel between St Peter Port and St Helier throughout this summer and potentially beyond.
With Guernsey and Jersey choosing different ferry operators for their UK and French connections, there was going to be just one boat per week between the two islands, operated by Brittany Ferries.
That still remains the only option currently for those travelling with a vehicle, but former Harbour Master, Captain Murray says Islands Unlimited will offer regular sailings for foot passengers, including day trips in both directions, with an adult fare expected to cost around £67.
“We want to meet the needs of islanders, as well as visitors,” Captain Murray explained earlier this month. “Following stakeholder engagement, this offers the best fit for the communities, commuters, local business, sport and events, as well as offering great day-trips for visitors to support tourism.”
Deputy Neil Inder, the President of Economic Development which is funding the financial support on behalf of the States, said he and the committee are very grateful to other Guernsey investors who have also seen merit in supporting this “unique opportunity” to enable the new foot passenger service to launch.
“On behalf of the Committee, I am pleased to be able to offer financial support to Islands Unlimited as they continue to develop their business to offer sea passenger services between Guernsey and Jersey,” he said.
“Ensuring that there are various options and carriers to facilitate inter-island sea connectivity is increasingly important and Islands Unlimited proposal to bring into service a 200-seat capacity high speed vessel the summer presents the islands with a very exciting and much needed opportunity.”
Optimising the French Connection
As the politician tasked with leading Guernsey’s economic development, Deputy Inder has been exploring stronger business ties with Brittany recently.
He said he had the island’s new Brittany Ferries schedule in mind when he held meetings last month, including discussions with Brittany and Saint-Malo officials, as well as French national ministers.
Those meetings were focused on increasing trade, particularly Guernsey’s £980 million import market, and potential prospects in partnering with French suppliers, he said.
A free webinar is being held on Friday 28 February to further encourage those business links between the island and France with the States and the Chamber of Commerce working together to give local businesses an opportunity to understand how they may be able to benefit from importing and exporting directly to France.
The webinar, in collaboration with Brittany Ferries and the Brittany Chamber of Commerce, will see discussions on options for imports and exports they may not have previously considered, or that were less practical due to past ferry timetables.
Meanwhile, ‘Brittany Ferries Breaks’, the tour operating business which launched in 2021 is also reporting an increase in bookings, saying they are 22% up compared to last year.
Attracting visitors
The Tourism Management Board was established in 2022, and as part of its mandate to develop the island’s long-term strategy for tourism it decided to award annual grants to event organisers to help encourage visitors over.
Since 2023 nearly half a million pounds has been awarded to activity projects, heritage events and sports groups to “enhance the visitor experience”.
This year £123,000 has been given to 17 organisations planning events spanning different interests including physical fitness, art, history, food and more.
Ms Beacom said initiatives like the grant system are designed to help encourage more visitors by offering them more to do when they’re here.
“We know our Bailiwick is beautiful and full of rich culture and heritage, and it is vital to support those projects which showcase the best it has to offer to visitors.
“We were delighted to receive so many applications for funding this year, and we look forward to seeing how the successful applicants put it to good use to boost the Bailiwick’s tourism sector.”
One of the recipients of a grant this year is the Guernsey Rally which takes place this weekend.
Visitors from Jersey and the UK are among those competing, with the organisers previously saying that the event helps to fill beds in hotels during what is a traditionally quieter time for visitors.
“We are absolutely delighted and extremely grateful for this grant from the Tourism Management Board,” said Caren Vidamour.
“To receive such support from Hannah Beacom and her team is very much appreciated and will be of great help to us ensuring the 2025 Guernsey Rally is a spectacular local event and enjoyed by its many supporters.”
Other initiatives have also launched this year, including a new television advert jointly marketing VisitGuernsey and Brittany Ferries, aimed at reaching up to 10million people in the UK.
Earlier this month, the new advert debuted on ITV in the Meridian region during Dancing on Ice on a Sunday night.
Brittany Ferries’ Commercial Director said the new schedule and tv advert are both reaping positive results already.
“It is fantastic to see this improvement compared to last year and encouraging that the growth is consistent across the whole of this summer,” said Paul Acheson.
“We know that the new timetable, which is no longer influenced by Jersey, has been well received by customers, along with the additional sailings from St Malo. In partnership with VisitGuernsey, we are actively marketing the island in both the European and UK markets, as illustrated by the new TV commercial launched last week.”
Deputy Inder agreed it is all positive news.
“Brittany Ferries’ positive outlook for the summer season is welcome news and aligns with our own that 2025 will show strong growth for tourism, particularly with more visitors booked to travel across from France.
“We have a great offering for those visitors from our high-quality restaurants and hotels, our unique history and culture, and stunning natural beauty.”
What do visitors want?
This time last year a report was published showing what visitors want when they come to Guernsey.
Unsurprisingly the island’s natural beauty won the most fans with 85% of all respondents to a survey saying they came here for the “natural beauty of the island” and the beaches.
The most popular activity – enjoyed by 85% of all visitors – was ‘eating and/or drinking out’ – with 73% of visitors going to sites of natural beauty (including beaches, and 66% of visitors saying they did some walking and/or running while here.
A quarter said seeing friends and family was the most enjoyable aspect of their visit while 11% highlighted activities like cycling, cliff walks and sea swimming, as the most enjoyable aspect of their trip.
Just 10% cited trips to Sark and Herm as the most enjoyable aspect with just 9% citing attractions such as Hauteville House, Castle Cornet, the Little Chapel, the Underground Hospital, the Occupation Museum, and open air events such as the West Show and the Cobo balcony concerts as their highlights.
The average party size was just two people, with a third of them spending £1,500 or more on their trip (including travel and accommodation). Just 3% of respondents said they had spent less than £250 on their trip.
16% of all the visitors who did the survey said their travel to and from the islands was their “least favourite” part of their trip with delays and cancellations of aeroplanes and ferries, weather-related issues, uncomfortable plane and ferry journeys, long queues for security at Guernsey and origin airports, and lack of direct travel all given as reasons.
Bad weather hampered some people’s (12%) enjoyment of their visit too while 8% said the roads are too busy.
At that time, Ms Beacom said the data would be used to future plan for the visitor economy.