Jersey Tourism 'should target family market'

There was a rise of 0.6% in the number of visitors to Jersey in 2011

Jersey is trying too hard to advertise itself as a luxury tourist destination, according to one hotel owner.

Marcus Troy said there should be more promotion of traditional family seaside holidays.

He said Jersey Tourism was pushing too hard to advertise luxury breaks and five-star hotels.

David de Carteret, from Jersey Tourism, said he was happy with the way the island was advertised.

'Money to spend'

He said: "Jersey appeals to a very broad range of customers, we are very happy with the targeting we have at the moment and our business levels are good.

"Jersey is not the cheapest destination in the world, we have never targeted ourselves on price, so we have to target people who have money to spend in order to get here and can afford to enjoy themselves when they get here."

In the island's tourism heyday in the 1970s, tens of thousands of holidaymakers visited for their annual summer holiday.

Over the past few decades, as package holidays to destinations such as the Mediterranean and the Canary Islands have got cheaper, the number of visitors has fallen.

In turn, the States of Jersey put more emphasis on promoting the island as an upmarket destination.

Mr Troy recently took over the running of La Fregate cafe on the St Helier waterfront.

He said the island could attract more people by promoting its sunshine and beach holiday traditions.

He plans to reintroduce sand castle competitions and evening entertainment at West Park.