Scrutiny Over Visit Jersey's Recent Performance

Tourism Body Under Scrutiny as Visitor Numbers Fall

A Jersey politician has questioned the performance of Visit Jersey, the island’s official tourism board, after recent figures showed a decline in visitor numbers despite increased government funding.

According to Visit Jersey data, there were 35,200 visitors in April — down 7,100 from the same month last year. March also saw a slight drop, with 26,200 visitors, 1,300 fewer than in 2023.

Deputy Karen Wilson raised the issue in the States Assembly, asking why numbers are falling despite £2 million in extra funding for Visit Jersey in 2024, with another £2 million allocated for 2025.

Speaking after the debate, Wilson said: “If current performance levels continue, then questions clearly need to be asked.” She also expressed concern over whether the funds are being spent effectively and called for stronger industry engagement.

Minister for Sustainable Economic Development, Deputy Kirsten Morel, defended Visit Jersey’s work, saying a single marketing body is the best way to avoid diluted impact. He blamed falling visitor numbers partly on delays in securing a ferry operator and lower consumer confidence in the UK.

Morel also admitted Jersey’s high costs and inconsistent tourist offerings may be affecting bookings: “We need to invest in hotels, retail, and attractions to ensure people see value in visiting Jersey.”

Visit Jersey has been approached for comment.