November 2024 Trade Update
From September occupancy figures to our plans for 2025, we have plenty of updates to share with you – with more to come very soon!
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.
Increase in September occupancy
September has been another strong month for occupancy, finishing at 80% (7% ahead of last year).
Thank you to the 76 accommodation providers who supplied this information, representing 71% of all accommodation units in Guernsey.
As we head through the shoulder months, read more about how we are marketing the Islands, and to whom, in our Quarter 3 report.
For all our statistics, including Quarterly Travel Bulletins, occupancy data and Ports stats, head to Facts & Figures | Guernsey Trade Media.
If you have any questions, please get in touch with one of the team.
2025 VisitGuernsey Strategy
Our 2025 strategy is now available to download from our website. Please take a look to see how we can work together to align your business and collectively maximise our visitor numbers.
One of our key aims continues to be growing business during the shoulder months, alongside the more traditional high summer season. We have already seen success in marketing the Islands as a year-round destination, with average shoulder month occupancy this year at 45% (an increase on 2023).
In terms of areas of interest, we will be focusing on heritage (particularly with the upcoming 80th anniversary of Liberation Day), wellness, art, sport and our food offering, as our data suggests these attract a visitor who is staying for longer and spending more.
To support and encourage new product that we can promote together and make a success, we will be hosting another product development workshop in early February. Confirmation of the time, date and location will follow in our next mailer.
The above is a behind-the-scenes shot from one of the photoshoots that took place over the summer, as we continue to add to our suite of assets to promote the Islands. Sports tourism and solo travellers are growing areas of interest and where we have focused some of that attention.
Reminder to all accommodation providers using the long-stay exemption
With the long-stay exemption extended to 28 February 2026, accommodation providers who are using the exemption to accommodate non-visitor guests should inform both planning@gov.gg and qualitydevelopment@gov.gg.
This will ensure that available visitor stock is correctly recorded over this period. Your cooperation is greatly appreciated.
If you revert to visitor accommodation, please also let us know.
Plans for the 80th anniversary of Liberation Day well underway
Next year’s milestone anniversary presents a unique opportunity for us to engage with an audience who are interested in history.
With bookings around Liberation Day already looking strong, building in heritage product throughout the year will allow us to maximise visitor numbers and occupancy throughout the year.
Events on the day itself will see a greater focus on the St Peter Port seafront, and will include the cavalcade, a vintage fair, an open-air concert on North Beach, and visiting military and veteran groups. Read more in this press release.
More events, activities and entertainment will be announced over the coming months through the media, and on the Liberation day website and social media channels: X, Facebook, and Instagram.
Partnership package 2025 bookings
We have a variety of marketing packages available to support your business, designed to boost awareness and drive bookings. Options and prices are available here, and include:
- Static Facebook posts to more than 37,000 followers for just £100
- A featured listing on the VisitGuernsey website (either in the offers or accommodation section) for £250 per month, to secure your business 3x more views and website referrals
- An offer in one of our exclusive emailers (which have a maximum of two commercial spaces) for £200, or a solus email (focused solely on your business) for £350, sent to a database of 60,000 people.
Please contact jo.dyer@gov.gg to discuss your requirements for 2025. Please note that bookings are already filling up for certain times of the year and are allocated on a first come, first serve basis.
