• See the 2025 Marketing Strategy here
• Read the latest Travel Trends here

Visit Guernsey Marketing Aims

• Attracting more affluent customer, and spending our limited budget on the right audience fit
• Support tourism pillars set out by the TMB – mainly Sustainability, Sports, History
• Market Guernsey as an all year-round destination, using product offering to give compelling and multiple reasons to visit
• Communicate our relevancy to changing market needs, and remain topical and agile

We are playing to our strengths.  We are:

• quick and easy to get to

• safe and familiar

• unexpected

• a brilliant outdoor experience that delivers on outdoor wellness needs: walks and beaches to surfing, kayaking, paddle boarding, cycling, sailing and more

• a destination offering quality hospitality, with a concentration of quality restaurants, bars, beach cafes and visitor experiences

• offering an ever-broadening choice of hotels and accommodation options

• a unique heritage destination with a story to tell, and thousands of years of history to explore

• more than one island, we are an archipelago offering five unique islands to explore

TMB Strategy Actions

The Tourism Management Board (TMB) are responsible for developing the long-term strategy for Tourism, working alongside the Committee for Economic Development. Read more about the Framework for the Visitor Economy here: Tourism Management Board | Guernsey Trade Media

Opportunities and Core Themes

For 2025, our broad themes are Wellness, History and Art.

“Shoulder season travel is growing in popularity in 2024, likely as a consequence of both the changing climate and a growing desire to avoid the crowds. Holidaymakers looking for places with the “right amount” of sun and the “right amount” of fellow tourists, will be booking outside the traditional peak windows, incentivising hotels and resorts to extend their summer season opening periods.”

Wellness

1. Off peak travel + Slow & Quiet Travel
2. Outdoor Wellness inc. family time
3. Food Provenance
4. Sports & Active

History & Arts

1. Artist Stories
2. Liberation / Occupation / Island History

Who is our audience?

We are successfully attracting a broader range of ages, to help safeguard our tourism future.

Couples and solo travellers make up the majority with 48% of visitors travelling to Guernsey as a couple or with their partner.

Our audience are spending in the higher tier categories (2023 visitor survey) 32% of respondents reported their party spent £1,500 or more on their trip (including travel and accommodation).

Our key markets are the UK & Dublin, France and Jersey. Following the 2024 route development, we will be continuing to advertise to the French market, who are looking to holiday away from the warmer Southern regions.

Baby boomers

Our heartland visitor. Affluent and older, many are regular visitors to the Islands and they hold a special place in their hearts. They are looking for a safe and familiar environment that is close to home.
Interests: Food & Drink, Natural Beauty (Cliffs, Walking), Heritage.

Multi-generation & families

Families looking to reconnect. This group will be motivated by a broad variety of accommodation options in a safe environment with a host of family & friends activities catering for all ages.
Interests: Food & Drink, Beaches, Island Hopping

Millennials with no children

A new younger audience - looking for experiences together. Looking for escapism and Instagram moments.
Interests: Food & Drink, Activities, Beaches, Island Hopping, Wellness

Travel Trade Approach

Cooperative Marketing

VisitGuernsey works collaboratively with trade & carrier partners in the UK and Europe on joint marketing campaigns to increase marketing capacity with a bookable call to action. These marketing campaigns enable us to spread the Islands of Guernsey message further with a consistent approach to brand and imagery.

Find out more about our joint campaigns here 2024 Joint Campaigns | Guernsey Trade Media

Trade Tools

Destination tools designed to help partners utilise our assets with ease from travel training videos to a social media tool kit are all available here.

Business Development & Partnerships

We are always working on expanding the Guernsey portfolio, with more sales platforms for our industry to benefit from. New this year, we are joining UKInbound which is the only trade association that represents the interests of the UK’s inbound tourism sector and ensure it is recognised as a leading economic and employment driver in the UK. To get in the forefront of travel agents minds we are working with Travel Gossip, who have a huge reach to promote to travel agents.

Trade Events & Familiarisation Trips

VisitGuernsey regularly attends trade shows such as the British Tourism and Travel Show which is group travel’s largest annual event in Britain & Ireland and Top Resa in Paris, an international and French travel market essential to develop trade relations in the area. We'll also be attending ITB Berlin, which is the leading platform for the global travel and tourism industry.

Premier Holidays will be hosting trade roadshows to train travel agents on the Islands of Guernsey which VisitGuernsey along with a variety of local suppliers will be attending.

Familiarisation trips are available to new and returning trade to assist with their agent training and destination knowledge. These trips often result in increased sales. 

Our PR Strategy

PR forms a key part of our Marketing Strategy and is primarily focused on two workstreams which help attract our target audience - predominantly more affluent 35-65+ couples - to the Islands.

Visiting Journalist Programme

The first is securing coverage in top national and international publications, both in print and online, using our Visiting Journalist Programme. Working closely with our three PR partners - agencies in London, Paris, and Guernsey - we design tailor-made itineraries for journalists and influencers that showcase the very best of the Islands.

All coverage is secured based on readership figures or unique monthly views, and we always target publications for which we know the readership matches our target audience. We are planning a series of group and individual trips, split across a combination of journalists and influencers from our primary market, the UK, and our secondary market, France. Early invitations have been met with positive response, and publications will be confirmed in due course.

Press Releases and Media Alerts

The second thing we do is to secure off-island coverage through press releases distributed to mainstream media. These highlight exciting opportunities, headlines, and new product, that are picked up by various media including The Telegraph, BBC Travel, The Times, The Guardian, MSN, Daily Mail, Luxury Lifestyle Magazines and more. Click here to view previous Press Releases.

Using both the Visiting Journalist Programme and our Press Releases outlet, our key focuses are:

• 'Heritage 80' including our links with Liberation Group Europe. Focusing on putting Guernsey on the radar to both the UK and French audiences, and those travelling to Normandy from further afield
• Heritage / History, ahead of the 80^th anniversary of Liberation Day (2025).
• Wellness – continuing to pitch ourselves as a wellness destination, to a younger demographic.
• Food – sustainability/provenance, putting local food in front of visitors wherever possible and using it as a hook to attract visitors.
• Cultural links – building on the awareness-raising from Renoir, maintaining our profile as a cultural destination, working collaboratively with Art for Guernsey and Guernsey Museums
• Working with carriers to support new routes in both UK and further afield.