GUERNSEY and Jersey should work more closely together to attract extra visitors. VisitGuernsey chief executive Stuart Pinnell believes that tourist numbers could be boosted by joint Channel Island marketing initiatives.
Guernsey and Jersey are today launching a joint advertising campaign in the UK media for the first time.
A two-page spread in the Radio Times will be followed up by similar advertising features in the Daily Telegraph and the Daily Mail.
But Mr Pinnell said that further efforts were being hampered by Jersey reluctance for such moves.
‘We could and should be doing more work with Jersey to tap into new markets and attract new visitors from both Europe and the UK,’ said Mr Pinnell.
VisitGuernsey’s 2003 annual visitor survey shows that 20% of visitors come to the island because they have been to Jersey and want to try Guernsey.
‘I think joint initiatives will attract more people to both islands.
‘There are significant economies of scale associated with such marketing strategies but, unfortunately, our counterparts in Jersey are less enthusiastic about doing joint initiatives.’
The report also showed that 37% of visitors to Guernsey travelled to one of the other islands in the Bailiwick, with 33% having taken a day trip and 7% spending at least one night.
‘We are one of the only places in the UK that can offer visits to four islands within a few days. It’s a key advantage to us and we are and will continue to put that across,’ said Mr Pinnell.
The survey highlighted that the visitor economy is stable, but that the number of first-time visitors has dropped from around 50% in previous years to 31% in 2003.
Mr Pinnell said that last year there was a higher percentage of repeat visitors because of the world terrorism situation and because airline carriers had cut prices.
‘We have got stability after what has been a challenging couple of years. We’re pleased we were able to replace the drop in Continental visitors with additional visitors from the UK, but these are people who are coming back and not visiting the island for the first time.
‘The work now is to focus on getting people here for the first time. As of late last year, we changed our marketing strategy to target first-time visitors. We know that if we can get people here, there is a good chance they will come back.
‘We’re living in a more complex world and our biggest opportunity is to develop the short breaks market outside the peak summer months.’
Mr Pinnell said new attractions were not necessarily needed.
‘The only way they can develop is if they are commercially viable. I would not suggest putting taxpayers’ money into new attractions. I think Guernsey has got so many natural and unique qualities that creating additional artificial attractions would not make much sense.
‘What we need to do is have a few attractions at the very top level. Some of our current ones, I feel, are stuck in a time warp. They were set up 30 years ago and haven’t moved forward since. Guernsey already has attractions that could be world class. Castle Cornet is very good, Sausmarez Manor is exceptional and unique - but they both have potential to be world-class.’
Article posted on 17th August, 2004 - 12.00am
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