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Both Sark politicians and the island’s principal shipping firm have blamed external factors on a downturn in visitors last year including sustained bad weather, the performance of Guernsey as a destination, and July’s Island Games.
48,648 passengers were carried via Sark Shipping services, around 4,000 less than 2022. 31 Manche Illes sailing carried 4,292 passengers, but 11 cancellations saw around 200 less passengers than 2022
The first quarter was stronger for Sark Shipping than the previous year, but the peak season saw less travellers overall. The number of people spending at least a night in the island fell too.
Conseiller Sandra Williams, Chair of the Tourism Committee, will present a report to Chief Pleas next month which says: “The number of visitors went down across all sectors in line with the decline in the visitor numbers to Guernsey. As one would expect, there is a close link between the two figures."
The States of Guernsey’s latest traveller data shows that passenger numbers into the Bailiwick are still nipping at the heels of pre-pandemic times, something which worries the Tourism Committee as it serves as the gateway to Sark for most.
“34% of the visitors to Guernsey were visiting mainly for leisure. Proximity to Sark and other islands which provided the ability to island hop was the sixth most popular reason given for visiting Guernsey. Furthermore, 34% of the respondents to the online survey stated that they had visited Sark, Herm or Alderney during their stay, with 11% citing trips to Sark and Herm and Alderney as the most enjoyable aspect of their visit,” Conseiller Williams said.
Pictured: Sark Shipping's office at White Rock.
Sark Shipping’s annual report also revealed that cruise ship excursions on island were down on pre-pandemic periods while group day trippers booked by tour operators and overnight stays dropped.
There were 16 days of disruption between April and September, compared to none in 2022.
Bad weather at the time of July’s sheep racing weekend saw over 230 passengers booked on the boats “no show”.
The 2023 Island Games in Guernsey was also blamed for poor visitor numbers in July, with 2,800 less passenger movements compared to the average: “The Island Games virtually closed the island to visitors other than those involved in the games which led to a significant downturn in volumes.
“Passengers dropped to 500 for the week (morning sailings) compared to an average of 1500 for the equivalent weeks in 2022 and 2019."
But the company said day returns soon returned to pre-covid levels.
However, the summer festival “saw a downturn in volume from a peak of nearly 1,500 passengers carried to less than 800”, and the event has now been permanently cancelled with the inaugural three day ‘HermFest’ taking its place.
The first Saturday in August saw only 124 of 500 booked passengers make the crossing due to bad weather.
The company warned of several “red flags” for the coming season.
“The choice to travel to Sark is a discretionary spend for most people and therefore there is pressure on the Company and Sark to keep prices reasonable despite increasing operating costs. The price of fuel is nearly 70 pence per litre, double the cost in 2018/19. Harbour dues and charges are due to rise by up to 27%, and the company will be obliged to introduce a compulsory secondary pension scheme in 2024 adding to basic staff costs.”
Sark’s government is considering a tourist bed tax, and at its April 10 meeting will debate a recommendation to make public liability insurance compulsory for accommodation businesses.
Pictured: The island's natural beauty is still held in high regard by visitors.
Both parties committed to working with others to ensure 2024 is as strong as it can be.
“Sark Tourism has a long-established history of cooperation with Visit Guernsey and will continue to work closely with them to promote Sark as a holiday destination as well as the place for fun events and activities for day trips,” Conseiller Williams said.
Sark Shipping added: “The Company will continue to work with Guernsey and Sark stakeholders to promote Sark and maximise or increase visitor numbers We are confident that 2024 will end with a positive result."
In December, Sark Chamber of Commerce met with tourism-linked businesses to discuss ways forward and improved collaboration.
The biggest expenditure items for Sark Tourism are maps, brochures and advertisements in the national and local media.
“We assisted a total of five journalists who visited Sark in 2023, representing media from UK, France and Germany,” Conseiller Williams said.
The Visitor Centre continued with a war exhibition in 2023, and said it planned to extend its life from three years and would be open “for the foreseeable future”.
Five new QR codes were installed in the island including information linked to the Commando raids of Operations Basalt and Hardtack during the Occupation.
Two new signposts were added also, as well as QR codes at boat moorings for users to pay fees.
Calls for collaboration to improve Sark’s tourism fortunes
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