From campaign updates and visiting journalists, to royal visits and discussions with charters, we have plenty of exciting updates to share with you this month.
If you would like more information about anything in this newsletter, or if there is anything we can do to help, please do not hesitate to get in touch with the VisitGuernsey team.
August boost with additional heatwave campaign
With some of the hottest weather of the year forecast in the coming weeks, we have included an additional August-specific digital heatwave campaign to our always-on marketing activity, which will be live until the end of this month.
The digital campaign, which directs viewers to our offers page, encourages viewers to ‘cool off’ on the Islands of Guernsey, and has gone live across the UK (targeting departure points) and Dublin. A variety of artwork (seen below) is being used, so that we can optimise the variations which deliver the best results.
Further support for summer occupancy
Occupancy for June saw us take a slight dip to 79%, 2% less than June 2023. 71 accommodation providers (representing 66% of all accommodation units in Guernsey) responded to the survey; up from 53 respondents the previous month.
While 52 respondents didn’t have any comments, there continues to be some concerns about the summer months, particularly August. Anecdotally, we hear from tour operators that August has been a quieter month, something also reflected by carriers. Reasons include cost of living increases, increased travel costs, poor and/or unpredictable weather and travel difficulties.
The good news is that it’s not too late to send us your August and September offers to capitalise on the additional traffic from this heatwave campaign. Please send the details to Emily.queripel@gov.gg so we can get them in front of those still searching for a last-minute summer break.
Spike in web visitors following the royal visit
The visit of His Majesty King Charles III and Her Majesty Queen Camilla on 16 July (the first since the King’s Accession to the throne) attracted public interest around the UK and internationally, with widespread coverage online, in print and on social media. The VisitGuernsey website also saw a 42% spike in visits on the day of the visit itself – rising to 3,245 – in comparison to the same day the previous week.
Notably, the Royal Family’s official X account posted 6 updates to their 5.6 million followers throughout the day, which included scenic photos and historical shots of previous royal visits.
The Royal Family’s account also used a photo of the Queen on the balcony of Hauteville House as her birthday picture the following day.
Multiple articles were also published online by The Standard, The Telegraph and Hello magazine.
First pan-island trip launched to media
A VisitGuernsey x VisitJersey co-funded trip – the first in many years – has just been launched to media for expressions of interest.
The trip will take place from 14-19 September and will include two nights in both Guernsey and Jersey, plus one in Herm.
As well as promoting island-hopping, the trip will focus on wellness, the outdoors (including kayak and RIB boat adventures), and a journey of discovery through Guernsey’s literary and artistic past – including Hugo, Turner and Renoir.
A variety of media have been targeted, including national and consumer publications, as well as freelance journalists. These include The Times, The Sun, The Daily Telegraph and The Guardian, as well as Coast, Country & Town House, Good Housekeeping, Red, Prima and National Geographic Traveller.
European update
Visiting journalists
Following a successful French group trip in April, planning is well under way to host a second, from 6-9 September. The journalists are from four popular publications: Marie Claire Idees (116k copies), L’Alsace (52k copies), Entreprendre (43,000 copies) and Avantages (268k copies).
Journalists from Telerama (440k copies) are also coming in late September to do a piece on Renoir.
IFTM Top Resa
Together with Aurigny, as part of UK Inbound’s stand, we are joining our French PR agency in attending the International & French Travel Market Top Resa in Paris from 17-19 September. This is a fantastic opportunity to meet French trade and tour operators and promote the Islands.
German tour operators and airlines
We have also been making good progress in strengthening relationships with German Tour Operators and re-establishing more German routes into the Island.
Discussions continue with both tour operators and airlines – new and previous – about seasonal charter routes. Encouragingly, there is much enthusiasm from both, and we will be pleased to update you when we have more to report.
French identity card scheme for day trippers extended
Some good news this week, as the ongoing scheme to allow French day trippers into the Bailiwick using only their identity cards (as an alternative to a valid passport) has been extended until the end of the 2025 visitor season, before the Electronic Travel Authorisation (ETA) scheme is introduced.
Read more on the Trade & Media website.
Dutch magazine coverage secured for 2025
A 6-page spread in the March/April 2025 edition of Margriet Magazine has been secured, ahead of the summer season when the charters start up again.
Dutch journalist Elise Yuksel visited the Bailiwick last month, on the Sunair charter from Groningen. Her itinerary included day trips to Sark and Herm, as well as a tour of St Peter Port. Elise also visited Hauteville House, sampled gin at the new distillery in the Vivier Bunker and enjoyed a Tuk Tuk tour.
Supporting cruise ship hospitality
Following requests from a number of cruise ships, VisitGuernsey representatives have supported the hospitality desks of the Azamara Quest (16 June), Renaissance (13 July) and Europa 2 (3 August).
By providing personalised advice and recommendations, our representatives ensure visitors make the most of their time in Guernsey, and can also offer a flavour of what the Island has to offer as a future holiday destination.
Guernsey continues to compete to attract cruise liners in a global and changing market. The recently-established Cruise Steering Group has been created with representatives of both the Committee for Economic Development and the States Trading and Supervisory Board along with operational staff from Ports, with the aim of attracting more cruise ships to the Island.
This is supported by ongoing cruise development, with representatives from both Ports and VisitGuernsey continuing conversations with existing and new liners, and attending in-person events.
Swimtrek challenge
Employees from Swimtrek, the world’s leading provider of open water swimming holidays, recently took part in an epic challenge, swimming 32 miles around Guernsey.
The event was organised by Swimtrek in partnership with VisitGuernsey, to promote this increasingly popular outdoor activity and highlight our island’s stunning coastal beauty.
It is hoped that the event will encourage a closer working relationship between Guernsey and the operator, in order to promote the island as a premier swimming holiday destination.
The group stayed at Fermain Valley Hotel, and shared the challenge to their 16k Facebook followers on 24 July and 25 July.
Read more about their visit here.
Discover Guernsey’s rich history
A new video promoting Guernsey Museums’ Discovery Pass is now being served to visitors on social media. The video was shared on VisitGuernsey’s facebook page last week, and aims to increase awareness of the Pass.
To help enhance visitor experience, please remind your guests that Discovery Passes are available from Guernsey Museum at Candie, Castle Cornet, Beau Sejour Leisure Centre, The Guernsey Information Centre, The German Naval Signals HQ and Guernsey Pearl.
For just £22, the Pass provides unlimited visits to Castle Cornet, Guernsey Museum at Candie, Guernsey Naval Signals HQ and Fort Grey. Every pass also allows accompanying under 18s to enter for free.
A new blog promoting the Discovery Pass is also live on the VisitGuernsey website and has been shared on VisitGuernsey’s Facebook page.
Events at the museum
It’s been a busy time at Castle Cornet recently, with this historic and unique venue hosting KPMG Castle Nights throughout July, followed by Twilight Cinema; currently ongoing until 16 August.
A family-friendly film is being shown every day at 5pm, followed by a film aimed at older adults at 7pm. There are still tickets available for some showings, which can be purchased at www.guernseytickets.gg. Please share this event with your guests and help us to show off one of Guernsey’s iconic landmarks and friendly community.
We are grateful for the continued support of our colleagues at Guernsey Museums in allowing these innovative events to take place, as well as to the team at Beau Sejour for providing us with a back-up venue in the event of adverse weather.
Team update
There have been some changes in the VisitGuernsey team recently.
This month, we said ‘a la perchoine’ to two much-loved colleagues. Director of Marketing and Communications, Mary Putra, starts a new chapter as she and her family relocate back to Bali. Zoe Gosling will lead the marketing team going forwards.
We also said a fond farewell to Marketing Manager, Chloe Steadman, who has headed off for pastures new. We are delighted to let you know that Marketing Officer, Jo Ferguson, will step into that manager role.
We are sure you will join us in thanking both Mary and Chloe for their tireless efforts at VisitGuernsey. They will be greatly missed.
Rest assured we remain committed, with all of you, to giving our everything to promote the Islands of Guernsey.
