The Committee for Economic Development has approved a new policy direction of moving the responsibility for developing a tourism strategy and for providing oversight of the delivery and implementation of the marketing and events plans for Guernsey to a new arm’s length body – the Tourism Management Board.

The board are responsible for developing the long-term strategy for Tourism, working alongside the Committee for Economic Development.

Framework for the Visitor Economy

The framework outlines strategic aims for the industry, which include extending the season to maximise the shoulder months, continuing to improve data to better understand the value of tourism to the economy, and encouraging investment from both the States of Guernsey and the industry itself.

Long-term objectives are included in the framework and broken down into three categories; Productivity, Competitiveness and Stewardship.

Productivity

This category includes lengthening the season from the traditional April-September to generate year-round value, increasing collaboration across the industry, targeting younger and multi-generational visitor groups, and increase the average length of stay and spend.

Competitiveness

This category includes safeguarding our bed stock, improving our tourism product, ensuring air and sea links provide capacity and capability, value for money and reliability, and providing an industry-wide excellent visitor experience.

Stewardship

This category includes investing in, and promoting, Guernsey's unique heritage, develop, promote and enable sport events and Guernsey's arts and culture offering, and consider other growth areas such as visiting yachts.

The framework also includes short-term aims and actions for 2024-2025; such as industry collaboration to ensure that tourism products and services align with the wants and needs of our target audience, recognising the importance of events-led tourism and exploit opportunities, ensuring that our air and sea links align with the needs of our target audience, and managing product development funding to support those private enterprises that demonstrate they can match our strategic aims.

 

Board membership is as follows:

· Hannah Beacom – Chair

· Nico Bezuidenhout – Aurigny

· Clare Crowson – Premier Holidays

· Charlie Walker – Little Big Group

· Ian Vaudin – Guernsey Taxi Drivers’ Association

· Natalie Davidson - ND Events

·  Ant Ford-Parker - Chair of the Guernsey Tourism Partnership and founder of Outdoor Guernsey and Adventure Sark

· Simon Vermeulen – Committee for Economic Development tourism lead

· Mary Putra – States of Guernsey Director of Marketing and Communications

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Keith Beecham - Consultant

 

Click the image above or link below to download the Framework document