Jersey's Tourism Industry Faces 'Make or Break' Year, Say Hospitality Leaders
Jersey’s tourism and hospitality industry must make 2025 a turning point, industry leaders have warned. Speaking at a Jersey Hospitality Association (JHA) event, chair Malcolm Lewis highlighted new opportunities such as the Bergerac reboot, potential air routes, and a new ferry operator. However, he stressed that "getting the government on board" would be the biggest challenge.
Sustainable Economic Development Minister Kirsten Morel acknowledged past underinvestment in tourism and pledged to support businesses. Mr. Lewis described the growth potential as "tremendous," pointing to DFDS’s commitment to marketing Jersey and discussions about direct flights to Germany and Switzerland. "That alone could have a huge impact for this coming season," he said.
Former politician Ben Shenton echoed the urgency, calling for Jersey to attract older tourists. "Baby boomers spend three times more than younger generations on travel... Jersey can offer what they want," he said.
JHA co-chief executive Ana Calvani emphasized hospitality’s role in the island’s quality of life. "The amount of times you enjoy restaurants, hotels, attractions—this is all hospitality," she said. "If we don't look after it... it will result in a lesser quality of life."