The number of visitors to Jersey fell by 7% in 2025 compared to the same time last year, according to the latest figures.
The island welcomed 94,800 visitors, as of April, which was 7,400 down on 2024.
The number of bed nights – a key performance metric for the tourism industry on bed occupancy – was also down, falling by 10% to 343,800.
Visit Jersey published the statistics as part of its latest estimates for visitor travel to the island.
Visitors spent roughly the same number of days in the island as in 2024, around four days.
Visit Jersey CEO Tricia Warwick admitted it was a “challenging environment”.
But she said she remained a “glass half-full operator”.
She said that numbers had been flat in January, up in February and down in March.
The Visit Jersey CEO said that her organisation had partnered with Expedia on a dedicated Jersey landing page, with visitors required to book a trip before the end of February, in a bid to boost winter visitor numbers.
Ms Warwick also outlined plans to target the French market, including a joint campaign they were running with new ferry operator DFDS.
She was speaking at a visitor economy update alongside Economic Development Minister Kirsten Morel and Ports of Jersey chief executive Matt Thomas.
Overall passenger numbers – which includes Jersey residents and visitors – were also down on last year.
A total of 629,901 passengers passed through the Airport and Harbour up to May 2025, marginally down on the same time last year.
Air passenger numbers of 524,450 were described as being “almost identical” to last year.
Sea passengers however dropped by 30% to 105,451 compared to the same time in 2024, which was attributed to the transition from former ferry operator Condor Ferries to DFDS.