Calls for collaboration to improve Sark’s tourism fortunes

Tuesday 19 December 2023

The Sark community has turned its mind to the question of tourism after an eatery announced it was shutting it's doors next year, partly blaming a “rubbish year” for visits to the island.

The Sark Chamber of Commerce hosted a tourism-focused forum last week with attendance from the hospitality and accommodation sectors, as well as some politicians from Chief Pleas’ Tourism Committee.

The business meeting came just days after the current operators of Time and Tide bistro announced it was closing for good at the end of the year.

The President of the business lobby, Sheree Holly, said this was “very sad” but hopes “someone will come along and take up the venue as it really is in a great location on the Avenue”.

Days after the loss of the restaurant became public, the forum discussed the changing appeal in the island and how a transition from “mass demographics” to “niche markets” may be appropriate for tourism in the future due to rising costs for customers.

To achieve this, it was suggested marketing for the following season “must be started in June of the previous year”, and a better use of surveys and competitions to get a firmer grip on visitor preferences. 

Poor updating of information across various platforms was also a concern, with a call made for more coordination between businesses to improve this.

It was thought collaboration between accommodation and eateries could be extended to opening times, communications, booking system, discounts, and shared websites too.

Pictured: Sark Chamber are hopeful someone will takeover the prominent site on the Avenue.

The meeting was opened with recognition that poor weather can affect tourism, and was particularly challenging in 2023, but it was accepted this was outside anyone’s control.

“It has been a very challenging year for tourism on the island with continuous challenges with winds and tides unfortunately casing quite a few ferry cancellations,” Ms Holly said.

“This year we were also quite a bit cooler on average than last season, which resulted in a lot less visitors at some peak events.”

The meeting involved discussion on the “effectiveness” of Sark Shipping – the island’s main passenger and freight firm – and its timetabling particularly around major events, with questions asked if bots could run later.

Connections to France and Jersey were also highlighted, with it noted that most visitors from Jersey are French and British travellers.

It was thought that engaging private companies to offer alternative transport may be route to new markets and help in battling some challenging weather disruptions.

The group plans to meet again next year where food and beverage coordination, volunteer upkeep of the Avenue, and communications are likely to be on the agenda.

“It was a very productive session where everyone was able to talk openly about challenges and also plans moving forward,” Ms Holly concluded.