WELCOMEWelcome, and thank you for exploring our vision for the future of Guernsey’s hospitality and visitor economy. We are passionately committed to revitalising and elevating this vital sector – an industry that enriches our island for visitors, residents, and the dedicated professionals who work within it.
Guernsey’s unique charm, its vibrant culinary scene, and the warmth of its people are treasures we hold dear. We believe that by working collaboratively, strategically investing in our infrastructure, enhancing our connectivity, and championing our local attractions, we can ensure our visitor economy not only thrives as it has in the past but reaches new heights. Join us as we embark on this journey to secure a flourishing and sustainable future for hospitality in our Bailiwick, creating an even more memorable experience for all.
A healthy visitor economy and hospitality sector is important to everyone in Guernsey. It underpins air and sea connectivity. It underpins our taxi services. It has a positive symbiotic relationship with the finance sector.
It also enables the island to have a huge variety of high quality bars, cafes, restaurants and hotels we can all go to enjoy a cuppa, a lunchtime snack, a cold beer, fine wines, top class cuisine, small or large function events, etc.
The total contribution to Guernsey’s GDP in 2023 from Accommodation and food service activities, transportation and storage, wholesale and retail trade, and arts, entertainment, and recreation sectors was £500 million, representing 14% of Guernsey’s GVA.
Commence on a pathway to implement positive change with regards to the model and organisation of Visit Guernsey, creating an ALO/DMMO (Arms-Length-Organisation/Destination Management & Marketing Organisation) that has the capability and depth to rejuvenate the sector, working to performance targets; and that shares management responsibility with industry stakeholders.
Working in cooperation with Government but as an independent body led by a full-time experienced Destination Manager that can draw on the support and energy of the whole industry. Positive and performance driven leadership is essential to unite the sector and make progress. It’s possible that future funding for operating a new Tourism Body could come from a visitor levy, and eventually be self-funding with NO COST TO THE TAXPAYER.
Work with industry to investigate the introduction of a visitor levy (100% of funds raised to be used for Tourism/Hospitality initiatives) to reinvigorate and enhance an already established industry by aiding investment into Tourism related infrastructure, facilities, new visitor friendly initiatives, and important growth projects.
Visitor levies are common in many jurisdictions throughout the world. As in places like Bermuda, Switzerland, Scotland (planning to introduce it soon), and Japan, 100% of any levy introduced should be used for Tourism related initiatives or infrastructure. See below for ideas;
A visitor levy would enable the visitor economy to grow, with utilisation of funds being controlled by the ALO/DMMO. It would also alleviate some of the financial burden on the tax-payer.
PHASE 1:
Review States air policy framework 2021-2026.
Consider introduction of a regulator (GCRA) to have oversight and powers on Bailiwick air links, ie, ticket prices, customer service, management performance, etc.
Retain open skies.
Extend airport opening hours until 10pm for more flexibility and rotations.
PHASE 2:
The States to re-visit the option of installing EMAS at Guernsey airport to re-purpose the runway and enable industry-standard aircraft to fly to Guernsey with a full payload. Encourage introduction of a major carrier with significant route and marketing reach. Create a new and robust inter-island solution; Guernsey-Alderney-Jersey.
Its vitally important for Guernsey that we reset our air policy framework to provide clear direction for the future of our air links.
Visitor numbers by air in 2024 were 3% down on 2023 and 26% down on 2019. If we want growth for our industry and community, we must reconsider phase 2.
A dedicated political champion for Tourism, Hospitality, & Travel. A new CfED committee to recognise, support, and embrace the hospitality sector and visitor economy.
So much more can be achieved through meaningful collaboration between government and industry.
Investigate the opportunity to reduce red tape with regards to tourism planning and investment. Diversify the accommodation proposition to produce a range of modern and unique styles. Plus encourage and incentivise private investment to increase the islands accommodation bed stock.
The island needs the right type of economic and practical environment to attract investment. An understanding of the accommodation sector and flexibility are key.
CfHA to consider changes to Population Management Laws, with regards to permits, to enable employees and businesses to have greater stability.
With many guest workers currently having to leave their jobs and the island after 3 years, changes would give hospitality businesses more stability, and lessen staff turnover.
Work with Brittany Ferries (BF) and SoG to capitalise on the potential for growing passenger numbers into the island. Liaise with BF management to improve comms with hospitality sector and visitors. Push for improvements in inter-island sea travel, ref, frequency, cost, and capacity.
To ensure the islands sea travel connectivity is sustainable and acts as a major economic enabler to the visitor economy and the whole community.
SoG/CfED invest in a full-time job role to employ an ambitious sales-oriented Events Manager to increase group bookings and bring new events and sports competitions to the island.
This is an area of the visitor economy that has great growth potential, as long as there is a dedicated and committed focus to work on the sales and organisation aspects of events to ensure the potential is realised.
Government to invest in on island attractions (Victor Hugo Centre is a good example of what can be done) or to provide the pathway for private investment through incentives.
The product offering needs to be strong to give reasons for potential visitors to book their holiday in Guernsey, and add to their memorable experiences whilst on-island.
