“Bailiwick’s USP is its archipelago of islands”

Wednesday 02 October 2019

More is being done to market the Bailiwick’s unique draw and allow industry – not government – to shape our tourism strategy, according to the States’ tourism chiefs.

Visit Guernsey Head Mike Hopkins and Economic Development Committee Member Joe Mooney spoke to the media following the annual tourism seminar, where general updates were given on the year to date and plans for 2020 set out for discussion.

Guernsey is into the fourth year of a 10-year tourism strategy, which has so far fallen well behind the ambitious forecasts that were made back in 2015 for 30% visitor growth delivering 400,000 visitors a year by 2025. 

“We are discussing it at the moment,” Mr Hopkins said of what a more realistic, revised target would be. “It would be closer to the 1 or 2% [annual growth] that we have seen over the last few years.”

At the heart of that are the island’s traditional target markets. 

“We have done a lot of work reviewing our core market which is the less price sensitive and older market – the ABC1s – and outside of the key seasons it is the empty nesters and baby boomers.”

Pictured: With no motor vehicles, VisitGuernsey are marketing Sark as a unique stop-off point on a tour of the islands. 

Mr Hopkins said the island was still looking to attract more families to the island, especially during the peak seasons, but the lack of a standout “destination” on-island means that more work needs to be put into the overall tourism experience. 

That means filling the calendar with events that showcase the Bailiwick’s natural beauty, with everything from island hopping, to flower festivals, to walking and cycling trips.

“We know we are relatively expensive to get to and we need to market ourselves effectively,” said Mr Hopkins. “Our USP is that we are part of an archipelago of islands.

“We have a collection of events and festivals for all segments of the market to enjoy and we are hoping to help stimulate growth in the sectors we are talking about.”

Pictured: More themed events will be put on in 2020 to capitalise on the refurbishment of Hauteville House and renewed interest in the French author. 

On Brexit, Mr Hopkins said there were opportunities to appeal to high-spending UK visitors as a hassle-free destination with a French twist. 

"Brexit has provided us with challenges but also opportunities," he said. "We see Guernsey as a staycation market for the UK, who don’t have to worry about currency fluctuation or visa issues to get over here. We hope that we can exploit these opportunities from the UK market."

Deputy Mooney said they had that morning discussed with industry the need to make the existing 22-point tourism action plan more focussed and concise by simplifying it into 10 objectives. 

He said there had been "good progress" on connectivity since the introduction of quasi-open skies. However, he harbours concerns that politicians have to much say over tourism policy, which he says should be led by those with a stake in the industry. 

“Any Deputy, without an investment in the industry, could put an amendment to it [the new objectives being drafted]," he said. "The industry are our investors and they will make the decisions about their future."

Pictured top: Mike Hopkins and Deputy Joe Mooney.