Tourism Leaders Remain Optimistic Amid Ongoing Challenges

Tourism leaders in Jersey say confidence in the sector remains high, even as the island recorded a decline in summer visitor numbers.

New data from Visit Jersey revealed that 75,100 people visited the island in August — 18,400 fewer than in the same month last year. However, visitors stayed slightly longer on average, with the typical trip length increasing from five to five-and-a-half nights.

The agency noted that year-on-year comparisons should be treated cautiously, as its exit survey has been updated with a refined weighting system.

Visit Jersey chief executive Tricia Warwick acknowledged that the industry continued to face headwinds, including weak consumer confidence in the UK and adjustments linked to the introduction of a new ferry operator. Even so, she said there were reasons to be optimistic.

“There is a strong sense of enthusiasm and growing interest in Jersey for the year ahead, supported by increased connectivity and investment on-island,” Ms Warwick said.

She added that while the sector’s outlook remained measured, wider challenges such as economic uncertainty in the UK and global geopolitical tensions continued to influence travel behaviour worldwide.

Visit Jersey described 2025 as a “transitional year,” pointing to the change in ferry services to DFDS as one of several factors affecting visitor patterns.

The organisation reported 47,100 overnight leisure visits in August, contributing to a total of 339,200 visits recorded between January and August. Across the first eight months of the year, the average stay length was 4.7 nights.