The tourism industry has long been considered an important contributor to the Guernsey economy, remaining a steady constant. It has provided not only wealth and employment for the Guernsey economy, but also a healthy and vibrant hospitality, accommodation and attractions offering which has benefited the leisure and business visitor and the local community of Guernsey.
This is an exciting and challenging time for Guernsey with a new direction and healthy inward investment amidst an increasingly competitive environment.
Most recent estimates value the direct contribution tourism makes to the Guernsey economy at around 2% of GDP, and the indirect contribution (by applying a multiplier effect) at over 4% of GDP. It is accepted, however, that tourism helps to support and sustain the critical air and sea links to the Island, providing much needed connectivity to the UK and Europe.
During Covid, the tourism industry took a direct hit. Alongside receiving financial support (hospitality received a total of £18m) from the States of Guernsey, the Bailiwick Staycation Club was formed, encouraging Islanders to holiday within the Bailiwick Bubble. The Staycation Club remains a useful tool for on island promotion.
Tourism Management Board
- At the end of 2022, the Committee for Economic Development approved a new policy direction, moving the responsibility for developing a tourism strategy and for providing oversight of the delivery and implementation of the marketing and events plans for Guernsey to a new arm's length body - the Tourism Management Board. In January 2023, Hannah Beacom was appointed Chair of the newly formed TMB. She leads an industry-led Board, providing a route to provide true strategic input into the development of the sector.
Framework for the Visitor Economy
- The Tourism Management Board has published its Framework for the Visitor Economy.
- The framework outlines strategic aims for the industry, which include extending the season to maximise the shoulder months, continuing to improve data to better understand the value of tourism to the economy, and encouraging investment from both the States of Guernsey and the industry itself.
- Long-term objectives are included in the framework and broken down into three categories; Productivity, Competitiveness and Stewardship.
- The full framework is in the downloads section.
Strategic direction
- The Tourism Management Board's tourism strategy outlines the strategic direction of tourism for the Island, as set out by industry, supported with a marketing strategy led by VisitGuernsey.
- The overall objective of the three-year post-Covid strategy is to increase the contribution of tourism to the economy, with a plan that includes a set of objectives including increasing off-peak visitor numbers. These objectives are:
- Evaluate new and stronger route connections to the Island (UK and Europe);
- Strengthen the Island's product offering;
- Develop an exceptional visitor experience;
- Develop a positive environment for growth and investment; and
- Develop marketing and messaging that is consistent and compelling.
