From campaign updates and international events to sports tourism and new heritage products, 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.
Guernsey sees August's staying visitors return to pre-Covid levels
August occupancy for Guernsey was 84%, 9% ahead of August both last year and in 2019.
The information that the accommodation sector provides tells us that long-stay guests account for 4%. Excluding this, we are still surpassing August data from pre-Covid, which is encouraging.
Earlier in the year, there were some concerns about August occupancy and we responded with four reactive digital and social media campaigns, in addition to our main campaign activity. These specifically promoted August, targeting those looking for a last-minute break, family getaway or to escape the city during the heatwaves. We also promoted the Islands into Jersey to stimulate more inter-island visitor activity.
We remain optimistic that additional shoulder month promotional activity will result in a strong quarter three into four, with provisional occupancy for the next three months the same as, or ahead of, 2023 for September, October and November.
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.
Monthly comparison of occupancy, year-on-year
Increased web visitor numbers
There is also good news about the VisitGuernsey website, as more people are using it to plan their holiday than ever before.
There have been over 1.1 million sessions on the site year to date, up 12% compared to last year. Partner referrals through to your businesses are also up 6% year on year, which shows that the website continues to be one of the most effective ways of promoting the Islands to potential visitors.
Find out more about our marketing packages, or get in touch with jo.dyer@gov.gg to discuss how we can help your business.
Visiting journalist programme
It has been an exceptionally busy year for our visiting journalist programme, which is a key part of the VisitGuernsey marketing strategy.
Throughout 2024, we have organised 35 trips, welcoming journalists from the Telegraph, The Guardian, Forbes, Grazia, Gala and Country & Townhouse, as well as celebrity chefs James Strawbridge and Ching He Huang. See a selection of coverage here.
These trips comprised a mixture of groups and individuals, which means we have hosted 62 journalists and 52 trade representatives, equating to 25 UK trips, six French, two German, one Estonian and one Dutch.
We’re working to review and build on this year’s success by bringing over a strong mix of journalists and influencers in 2025 to promote, amongst other things, our history, heritage, wellness, food, and sports offering. Activity is largely focused in two bursts, the first in April/May to promote summer bookings, and the second in September to secure coverage promoting the shoulder months.
If you haven’t worked with us before but are keen to find out more, please register your interest here.
All trips are supported by tailor-made itineraries which showcase the very best of the island and the high level of product we have to offer.
ITV Weather broadcast from Guernsey
VisitGuernsey were delighted to facilitate the recent visit from the ITV National Weather production team on 17 September.
On the request of ITV, who were keen to capture one of our famous west coast sunsets, VisitGuernsey were pleased to secure La Reunion as the perfect filming location.
Beaming a Guernsey sunset into the homes of more than a million people across the UK saw an uplift of more than 10% to traffic to the VisitGuernsey, compared to the previous day, and the previous Tuesday.
Growing our French connections
Last month, VisitGuernsey attended two networking and trade show events in France, meeting with tour operators, journalists and agents at IFTM Top Resa in Paris, and at Rendez-vous en Cotentin in Normandy.
As well as gaining valuable insight into the French market and a deeper understanding of what audiences are looking for, the shows also enabled us to meet with tour operators specialising in WWII tours, sport trips, and school visits. We’re looking forward to developing these new relationships and supporting their workstreams to programme the Islands.
Ferry passengers from St Malo are up 26% year to date (which equates to an additional 13,414 people) and can be attributed to targeted marketing campaigns in the area. The increase contributes to an overall rise of 2% year to date for international ferry passengers.
On the Paris route, there have been 5,633 air passenger movements since the route started in April 2024.
European charters update
Work continues to encourage the return - and development of new - routes from the DACH market (Germany, Austria, Switzerland) following meetings with industry partners at the ITB in Berlin in March.
Germany
Following a series of discussions across the industry, a new carrier is assessing a direct summer route from FRA (Frankfurt) or MUC (Munich) to GCI, and a summer triangular route from MUC with JER-GCI.
The carrier is expected to announce their final decision by the end of the year, once data from Guernsey Ports, the Committee for Economic Development and two main tour operator partners in Germany (Dertour and Wolters Reisen) has been analysed.
The new route would be in place for 2026.
Austria
We are also in discussions with a tour operator partner in Austria to drive a new summer charter operation to GCI and JER from VIE (Vienna) for 2026. Although likely to be a shorter set of rotations, this service could provide an added link in the main season.
Switzerland
We continue to support and liaise with Rolf Meier Reisen in Switzerland, who are planning to continue their summer charters from ZRH (Zurich). They are also adding a new route from Bern, starting with 4 rotations, which will increase in 2026 if successful.
Promoting sport in the shoulder months
Sports tourism was identified as a growth opportunity by the Tourism Management Board in the Framework for the Visitor Economy, with both short- and long-term aims. In particular, it is a great way to boost the visitor economy outside of peak times, as many team fixtures take place in the shoulder months,
To bring sports tourism to life, we need a targeted approach which encourages supporters to visit and, by raising awareness of what the Islands have to offer, extend their stay with us.
To this effect, we have been working in partnership with a local sports club, utilising their fixtures list to connect with visiting clubs and creating bespoke campaigns for each area. We have also been working with tour operators to design packages, including accommodation and travel, specifically for visiting supporters. These highlight what our Islands offer as a short break and have a call to action that is easy to book and reasonably priced.
Following this initial campaign, we have also met with the Sports Commission to start rolling out plans with more clubs and groups. If you haven’t heard from us, we’ll be in touch – or alternatively, please contact Sam if you’re keen to be involved.
First Spitfire flight experience takes off from Guernsey
The first Spitfire flight experience took off from Guernsey Aero Club last month, provided by spitfires.com.
This unique experience allows people to fly the legendary aircraft and experience the Spitfire's signature acrobatics whilst seated in their own cockpit with a full set of controls.
It is a welcome addition to our heritage programme, which continues to be bolstered by new events and activities as we head towards the 80th anniversary of Liberation Day.
Big plans at the new Vivier Bunker
The Vivier Bunker on Castle Pier is now home to Channel Islands Liquor Company. Visitors can enjoy tastings of their small-batch liquor as well as browse other local produce and learn more about the historic site, which was built by the German occupying forces during World War II.
The Vivier Bunker was one of ten projects to be awarded funding by the Tourism Management Board earlier this year to support its development through a number of stages. It aims to become a new tourist and event hot spot, providing extra interest in a quieter part of St Peter Port, and attracting visiting yachtsman and cruise passengers.
Enhanced marketing packages - photography now available!
We are pleased to have a photography option available as part of our marketing packages, courtesy of photographer Sarah Froome.
A range of packages have been negotiated, from an update to your portfolio to a complete suite of images:
- 1-hour shoot with 5 final images - £250
- 2-hour shoot with 10 final images - £400
- Up to 3 hours with 15 final images - £500
- Up to 3 hours with 25 final images - £600
All of these packages allow for additional images to be purchased at a reduced rate (inclusive of licensing etc.,) at £25 per image if purchased within a week of the shoot. This does not include exclusivity of images.
You can see Sarah’s work on her website. Please contact her directly to book your photography.
Update your page on visitguernsey.com
If you have a listing on visitguernsey.com, now is a great time to check your page. Please email jo.dyer@gov.gg if you have any edits, additional information or updated imagery.
If you’re not listed but would like to be added, we would also be delighted to hear from you, so please get in touch.
What's on list
The team at the Guernsey Information Centre collate a monthly ‘What’s on’ guide, with a round-up of the events taking place across the Islands. This is used for staff education and is shared with visitors at the Information Centre.
If you would like to receive a copy, or if you have an event to be added, please email enquiries@visitguernsey.com
As always, we are on hand to help and support in any way we can. Please get in touch!
With thanks, the VisitGuernsey team.