7 November 2025 Trade Update

Executive Summary

Welcome to the latest update from the VisitGuernsey team. In this edition, we’re excited to share updates from last month's TMB workshop, as well as a recent visit from French Tourism leaders, and a familiarisation trip from a new destination management company, The Wilderness Group. 

Agenda:

• A visit from French Tourism leaders has further nurtured our growing French connection.
• Our attendance at The World Travel Market has expanded our network to a global audience.
• Feedback from the recent Tourism Management Board workshop is now being reviewed.
• Share your sustainability storyand how you're supporting our natural environment.
• Guernsey has joined a European Celebration of Norman Heritage. Learn more about how we're working with a variety of international partners.
• The Group Leisure & Travel Show 2025 took place last month, allowing us to mingle with group travel organisers, coach operators and travel enthusiasts.
• Award-winning destination company The Wilderness Group recently visited the islands to discover our culture, nature and food scene.

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.

French Tourism leaders among visitors to Guernsey to nurture our growing connection 

A delegation representing various tourism leads from France have stated their commitment to developing stronger cultural links with Guernsey, after visiting last week. The group included Adam Oubuih, the Director General of ‘Atout France’ – the country’s national Tourism Development Agency, accompanied by a range of officials from St Malo, Brittany and Brittany Ferries. The trip also coincided with some good news, in that the French ID card scheme has been extended for 2026.

Read more here. 

World Travel Market

This week, VisitGuernsey attended the World Travel Market (WTM) London. We were thrilled to be back at the event, showcasing the Islands of Guernsey’s unique charm to global travel professionals, strengthening trade relationships, and exploring new opportunities.  

With more than 51,000 attendees, having a presence at WTM helps raise destination awareness and supports future visitor growth. We met with multiple industry representatives while we were there, and have scheduled a number of follow-up one-to-ones for a more personal touch.

We also took part in the official launch of ‘Millennium, the year of the Normans, the 1000th anniversary of the birth of William the Conqueror’, which will be marked in 2027 with Europe-wide activities and events, of which Guernsey will be at the heart. 

Tourism Management Board welcomes industry views

Last month, VisitGuernsey supported the Tourist Management Board (TMB) with their annual workshop at The Farmhouse Hotel.  

More than 70 industry representatives were invited to discuss the current tourism framework. The TMB will now review feedback and update the framework.

Topics of discussion included the 2025 season and forecasts for 2026, connectivity, capacity, accommodation, productivity, and sustainability.

There were also a number of guest speakers: President of the Committee for Economic Development, Deputy Sasha Kazantseva-Miller, Group Director for Sales and Marketing at Brittany Ferries, Paul Acheson, and the new Chief Commercial Officer for Aurigny, Philip Saunders.   

VisitGuernsey Marketing Manager, Sam Claxton, also invited feedback for a new trade site the team are working on, and Helen Glencross, Head of Culture & Heritage Services, spoke about Millennium, 2027 European Year of the Normans.

Read more here.

Supporting our natural environment

A few weeks ago, we shared that VisitGuernsey is developing a sustainability roadmap, outlining short-, medium-, and long-term goals to support greener tourism. Since then, our team has engaged with local experts from the Chamber’s Sustainability Group to explore what’s achievable, when, and how we can collaborate effectively with local trade partners. 

We aim to share a high-level overview of our plans by the end of the year. In the meantime, we’d love to hear from you. If your business is running any sustainable initiatives or practices - big or small - please let us know. We’re keen to showcase success stories that can inspire others across the industry. 

One organisation already making a difference is the Sarnia Hotel Group. By encouraging guests to skip daily housekeeping, they’ve raised over £10,000 for charity. For each skipped room clean, £2 is donated to Guernsey Trees for Life, funding the planting of more than 1,100 native trees and hedgerows across the island. You can read more here.  

If you have a story to share or would like to get involved, please contact Sam Claxton.

European Celebration of Norman Heritage 

Guernsey is joining a European celebration of Norman Heritage.

In 2027, Europe will mark the 1000th anniversary of William the Conqueror’s birth with 'Millenium – 2027 European Year of the Normans', a continent-wide cultural programme celebrating the legacy of the Normans.

Guernsey is proud to be part of this historic initiative, which will span Normandy, the UK, Ireland, the Channel Islands, and beyond. Through exhibitions, music, festivals, student exchanges and more, the programme will explore themes of migration,  identity and cultural fusion. 

VisitGuernsey is working with Normandie Tourisme and international partners to showcase Guernsey’s unique Norman heritage.

The States are now coordinating local involvement, and individuals, schools, artists and community groups are warmly invited to take part.

You can watch a promotional video about the Year of the Normans with Helen Glencross, Head of Culture & Heritage Services, here, or read more about the plans here.

The Big Eat - reminder

Thank you to everyone who has already registered their interest in The Big Eat Guernsey, our brand-new food festival launching in spring 2026. The festival will take place each April and October, celebrating Guernsey’s vibrant food culture while supporting local businesses and attracting visitors during the shoulder seasons.

We’ve loved all the fantastic ideas that have been shared so far and are excited to work with you to create a festival that truly highlights Guernsey’s unique and vibrant food and hospitality.

We’ll be launching the festival website soon, featuring the events and menus of all participating venues.

It’s not too late to get involved. If you would like to take part or just want to find out more, please get in touch with Bori Halasz.

Group Leisure & Travel Show 2025

We were delighted to attend the Group Leisure & Travel Show 2025 as a guest on Brittany Ferries’ stand. 

The show took place at Arena MK in Milton Keynes at the beginning of October, and included nearly 200 companies, from tour operators, cruise lines and tourist boards to attractions and hotels.  

Visitors travelled from all over the country and included group travel organisers, community associations, special interest groups, coach operators, social clubs, and individual travel enthusiasts looking for short breaks, holidays and trips overseas.   

Overall, it was a successful day for travel trade engagement, networking opportunities and valuable exposure for the islands.  

The Wilderness Group visits the Islands

In September, we welcomed The Wilderness Group, a multi award-winning destination management company, on a familiarisation visit to the Bailiwick. The team explored Guernsey, Herm and Sark, discovering the islands’ culture, nature and food scene.

Highlights included a jeep tour of the southwest coast, visits to the Little Chapel and Fort Grey, and meeting local producers such as Le Tricoteur and The Vivier Bunker.

“We really enjoyed exploring the cultural highlights and active experiences across the islands,” said Anna Brownlow, Head of Product and Partner Relations. “The food scene was a standout, with seaweed foraging proving a real highlight – unique, educational, and delicious.”

With their focus on adventure and experiential travel, The Wilderness Group sees strong potential for developing new programmes for the Islands of Guernsey.

If you are interested in working with The Wilderness Group, please contact Bori Halasz.