Tourism bosses optimistic despite challenges

Visit Jersey said the island faced challenges from economic uncertainty in the UK

Tourism bosses have said there is a "strong sense of enthusiasm" in the industry despite a drop in summer visitor numbers.

Statistics released by Visit Jersey said 75,100 people came to the island during August, which was a drop of 18,400 compared with the same month in 2024, but the average length of stays rose from five nights to five-and-a-half nights.

However, the organisation said the year-on-year figures were "not directly comparable" due to its exit survey being refined with a new weighting system.

Chief executive Tricia Warwick said there were challenges faced by the industry, including low consumer confidence in the UK and the transition to a new ferry service, but optimism remained.

Ms Warwick said there were positive signs for Jersey.

"There is a strong sense of enthusiasm and growing interest in Jersey for the year ahead, supported by increased connectivity and investment taking place on-island," she said.

"At the same time, the industry overall remains measured in its outlook, as major travel brands and other destinations, including Jersey, continue to face challenges from the UK economic uncertainty and geopolitics that have impacted global travel trends this year."

'Transitional year'

According to Visit Jersey's figures, overnight leisure visits to the island were 47,100 in August.

In the year up to August, there had been 339,200 visits recorded in Jersey, said the organisation.

Visit Jersey said its exit survey showed the average length of stay for the January to August period was 4.7 nights in 2025.

The organisation said factors such as the change in ferry contract to DFDS had contributed to it being a "transitional year".