States turns to marketing team to promote Guernsey's hospitality

Monday 23 August 2021

States staff who usually work on tourism material will be asked to promote the island as an attractive destination for hospitality workers.

The States will work in partnership with the Guernsey Hospitality Association on a marketing campaign to help recruit much-needed staff for the sector.

Many establishments are struggling, with reduced operating hours, after Brexit and the effects of Covid-19 compounded recruitment woes for a sector that relies heavily on imported workers.

Staff leading on tourism marketing, assisted by officers within Home Affairs’ Population Management Team, have agreed a round of 'destination promotional activity'. No cost or budget has been published for the work. 

Economic Development is overseeing the work politically alongside Home Affairs, as it looks to inject fresh impetus into Guernsey's visitor economy. 

"We have been working closely with industry representatives in support of the hospitality sector, specifically in relation to recruitment which is proving a significant challenge for the sector," said Committee President Neil Inder. 

Pictured: Deputy Inder said the industry already promotes employment opportunities internationally for specialist workers. The States will help the sector to expand this to new markets. 

"With regard to generalist workers we will work alongside the industry on a destination recruitment campaign, aimed primarily at UK based workers, to begin in January 2022 with the aim of sourcing staff for the 2022 tourism season. 

"Our tourism sector is finally able to begin welcoming visitors again, and signs are positive for the sector having a good second half of 2021 but we need to do all we can to help them access the workforce they need to meet the demand and be fighting fit for 2022."