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Hotels were busier during the latter months of 2023 compared to previous years, showing "encouraging signs" for the tourism sector during the usual quieter months, according to Visit Guernsey.
In its new year trade update, the States funded body outlined its plans for 2024, 2025 and beyond, which include a key focus on attracting more visitors from the continent to visit the islands.
The appointment of a new French PR partner, and the anniversaries of the 80th D-Day landings this year and the 80th anniversary of the Bailiwick's liberation from the German occupying forces next year, are all included in the trade update.
Pictured: Visit Guernsey has been making plans for 2024, 2025, and beyond.
Looking at the data collated during 2023, Visit Guernsey said Quarter 4 provided staff with some "interesting reading".
October occupancy was at 51%, an increase of 3% on 2022 and a slight rise compared to 2019, which was 50%. November had an occupancy rate of 41% - an uplift of 8% on 2022 and 10% on 2019.
That was described by Visit Guernsey as "an encouraging sign that, by both targeting the shoulder months with our marketing and working collaboratively with partners to make the most of events and activities in these traditionally quieter months, we are making a positive impact".
While occupancy data for December is currently being analysed and will be confirmed next month, it is forecast to have been at 37%, which if confirmed will be an increase of 3% on 2022 and 11% on 2019 which finished at 26%.
January's occupancy rate is predicted to reach 28%, which is currently in line with 2023, and an increase on both 2022 (21%) and 2019 (19%).
Pictured: The new Paris air link is one of the benefits Visit Guernsey is anticipating this year.
In looking ahead to the rest of 2024 and next year, and beyond, Visit Guernsey has made clear that it is using continental links to drive tourism in 2024.
Aurigny's new Paris air link is considered a benefit for the tourism sector with Visit Guernsey working with Paris-based firm TQC as its new French partner to promote the islands across the country.
Visit Guernsey's 2024 planning has also included granting money to a number of local events and organisations which bring people to the island with a variety of interests covered.
The tourism body said this is all to help the traditionally busier months which have proven to be quieter in more recent years.
"All of this activity does not mean we are neglecting the summer months – quite the opposite. We are acutely aware that August has been difficult for the past few years – a month that many would say has previously looked after itself.
"Changes in how people holiday and increased financial pressures have seen the visitors that would ordinarily visit remain static, or slightly diminish. We have specific targeted campaigns as part of our 2024 marketing strategy to encourage growth in this month."
New French PR partner appointed to boost tourism
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