22 October 2025 Trade Update

Executive Summary

Welcome to the latest update from the VisitGuernsey team. In this edition, we’re excited to share our marketing plan for next year, an update on our web referrals, and a landmark travel conference.

Agenda:

• 2026 marketing plan - keep up-to-date with our audience groups and key tourism pillars.
• Event and activity funding - a reminder to all event organisers that applications for funding need to be submitted by 7 November.
• Partner referrals rise - stats from visitguernsey.com show an increase in web visitors heading to your websites. Full details below.
• Agent training - Premier Holidays recently enjoyed an online training session, with some delicious tasters of the island.
• Elite Travel Group conference - more than 60 travel industry figures were welcomed to the island earlier this month.
• American connection - we were recently visited by two representatives from Guernsey County, opening the doors towards an interesting branch of genealogical tourism.
• 'Rendez-vous aux Jardins' - don't miss your chance to register for this international garden event! 
• Condé Nast Traveller 2025 Readers’ Choice Awards - The Islands of Guernsey recently finished second in the UK Islands category.

If you would like more information about anything in this newsletter, or if there is anything we can do to help, please get in touch by emailing enquiries@visitguernsey.com or by calling 01481 223552.

2026 marketing plan

VisitGuernsey is delighted to share its 2026 marketing plan, which focuses on building on the momentum of this year. Taking its direction from the Tourism Framework, as set by the Tourism Management Board, there is a five-point strategy for next year. 

Over the summer we have been busy capturing new content for 2026 campaigns and are excited to continue sharing our plans. 

Read the plan here.

Reminder: apply now for 2026-2027 event and activity funding

Two weeks ago, we shared that the Tourism Management Board is once again inviting applications from organisers seeking financial support for events and activities planned for next year and beyond. 

Funding is available for events taking place between January 2026 and April 2027, and the deadline for submissions is Friday 7 November. Please apply as soon as possible.

Read more here.

Guernsey hosts landmark travel conference, welcoming over 60 industry experts

Guernsey hosted its first major travel conference in many years with Elite Travel Group’s “Channel Your Thoughts!”, bringing together more than 60 leading figures from across the travel industry. 

Held annually in international destinations, the programme featured expert-led talks, workshops and networking sessions, and showcased the island’s appeal as a travel destination.

Speakers included leaders from Azamara Cruises, Empact Ventures, and Premier Holidays.

Secured through a competitive pitch, the event strengthens Guernsey’s ties with the travel trade and promotes the island globally.

Support came from sponsors including Azamara Cruises, Birmingham Airport, JTA Holidays, Premier Holidays, Turkish Airlines, Prestige Travel, APT, Topdog Travel Systems and The Islands of Guernsey.

Read more here.

Partner referrals surge past 300,000

We’re pleased to report a strong uplift in digital engagement this year, with partner referrals from the VisitGuernsey website reaching 306,486 - a 13.61% increase year-on-year.

In total, more than 1.2 million users have visited our site in 2025, representing a 9.8% rise compared to 2024.

Notably, more than 25% of those visitors have clicked through to your websites, demonstrating the growing influence of our content and campaigns in driving direct interest to your businesses.

Read more here.

Agents treated to a taste of the islands

VisitGuernsey hosted an online presentation evening as part of a virtual training event organised by Premier Holidays, bringing together 59 travel agents from 36 branches. 

The session showcased Guernsey alongside Jersey and the Isle of Man, with each island offering a taste of local produce - including Guernsey craft beer from Little Big Brewing Co.

The agents were particularly interested in The Big Eat, new foodie experiences and music-themed events for 2026.

Read more here.

Driving sports tourism

Last week, VisitGuernsey had the pleasure of attending a media and press event at the newly developed Golf Performance Centre at La Grande Mare. We were treated to an exclusive tour of the cutting-edge facilities, which feature ten undercover bays and two state-of-the-art teaching studios, designed to refine technique and customise equipment for players of all skill levels.

With its blend of innovative technology, expert coaching, and stunning west coast location, the centre adds a powerful new asset to VisitGuernsey’s marketing toolkit as we continue to champion sports tourism and active holiday experiences.

Read more here.

The American connection

In 1806, a group of islanders from Guernsey set out on an extraordinary journey, travelling nearly 4,000 miles to start a new life in the American Midwest.

With just three wagons and 12 horses, they ventured into the unknown, eventually settling in what is now Guernsey County, Ohio. Today the community boasts a population of nearly 40,000, with surnames like Sarchet, Ferbrache, and Bichard, echoing its Channel Island roots. 

Last week, VisitGuernsey was delighted to welcome John Deichler Sgr. and Rick Booth, County Historian, from Guernsey County. Together, we explored exciting opportunities to celebrate this historic connection and encourage residents of Guernsey County to rediscover their heritage by visiting the islands. 

From PR and advertising collaborations to musical and historical exchanges, there’s huge potential to build meaningful links between our communities. We’ll be investigating these opportunities further and look forward to updating you soon on how you can get involved.

Register your gardens with us

‘Rendez-vous aux Jardins’ is a Europe-wide celebration of garden heritage held annually on the first weekend of June.

Originating in France in 2003, the event now spans over 20 countries and nearly 3,000 gardens, welcoming more than 2 million visitors. Each year follows a unique theme — in 2026, it will be “Sight/View” — and encourages public and private gardens to open their gates, host workshops, and share stories of conservation, design, and horticultural know-how. 

Guernsey is exploring hosting the Channel Islands’ first edition in 2026, with support from local gardens, tourism partners, and the French Ministry of Culture.

Participation is flexible, and free admission is encouraged - as is early registration, in order to help gardens gain visibility in national campaigns and press coverage. 

Please contact Bori if you would like to participate.

Guernsey shines in Conde Nast Traveller’s 2025 Readers’ Choice awards 

We’re delighted to announce that the Islands of Guernsey placed second in the UK Islands category of the prestigious Condé Nast Traveller 2025 Readers’ Choice Awards. 

This recognition is testament to the island’s growing reputation as a must-visit destination, celebrated for its natural beauty, rich heritage, and warm hospitality. Voted for by thousands of discerning travellers, the award reflects the impact of our collective efforts to showcase the very best of Guernsey, from its stunning coastlines and vibrant food scene to its unique cultural experiences.

Read more here.