Extending tourist season among group's aims

A new framework has been published on tourism on the island

Guernsey tourism bosses hope to lengthen the tourist season to "promote the bailiwick as a year-round destination".

The tourism management board has published its aims for the visitor economy.

The aims include extending the season to maximise the quieter months, improving data to understand the value of tourism to the economy, and encouraging investment from both the States of Guernsey and the tourism industry.

Hannah Beacom, chair of the board, said she hoped the island "can start to differentiate itself and become a core UK and European short-break destination".

The tourism management board was created by the States in 2022 to work on developing a tourism strategy.

The board's report said it hoped the season could be all-year round, with the possibility of attractions extending opening times.

Another aim for the tourism board going forward is to ensure "air and sea links provide capacity and capability" and "value for money".

Ms Beacom said: "With this framework we will meet our visitors’ expectations of an excellent visitor experience."

She added the framework was "not a silver bullet" but provided "a recommended direction of travel that we hope the industry and States can get behind, as it needs a total team effort if we’re to maximise our tourism offer".

Deputy Simon Vermeulen, member of the Committee for Economic Development, said the tourism industry was "integral" to the island.

He said: "This new framework reminds us how lucky we are to have the tourism offering that we do, how important the visitor economy is to our bailiwick and what we need to do together to cement tourism as a thriving industry for the future."