The tourism and hospitality sector in Jersey is at a turning point, according to industry leaders who believe 2025 could determine its future success. At a recent Trade Talk lunch, hosted by the Jersey Hospitality Association (JHA), speakers discussed key initiatives aimed at revitalising the sector.

With the return of the Bergerac television series, potential new air routes, and a new ferry operator, there are signs of renewed interest in the island as a holiday destination.

However, JHA chair Malcolm Lewis stressed that the industry's biggest challenge remains securing government support.

Investment in air and sea travel

A significant development for the island is the appointment of DFDS as the new ferry operator, beginning services next month. The Danish company has allocated considerable marketing resources to promote Jersey as a tourist destination.

Representatives from Visit Jersey, Ports of Jersey, and local hotels are also exploring direct flights to Germany and Switzerland, which could broaden the island’s visitor base.

In addition, the Jersey government has announced a £2 million investment over the next two years to attract new airline routes. Sustainable Economic Development Minister Deputy Kirsten Morel stated that the aim is to provide airlines with incentives to establish new connections to major cities, including Paris.

However, he cautioned that airlines would only maintain routes if they proved profitable in the long term.

Focus on attracting older tourists

Former politician Ben Shenton, a guest speaker at the event, highlighted the need to reposition Jersey as a desirable destination for older travellers.

He pointed out that baby boomers tend to spend significantly more on travel compared to younger generations, prioritising safety, cleanliness, and high service standards.

According to Shenton, Jersey possesses the qualities that appeal to this demographic, and the island must capitalise on these strengths to boost visitor numbers.

Hospitality's role in jersey’s economy

JHA co-chief executive Ana Calvani emphasised the broader economic significance of hospitality, noting that it directly impacts the island’s quality of life.

From restaurants and hotels to attractions and transport services, she argued that a thriving hospitality sector benefits both residents and visitors alike.

She warned that if the industry is not properly supported, Jersey could experience a decline in service quality, ultimately making it a less attractive destination.

Efforts to revitalise jersey’s tourism sector continue

As Jersey's tourism and hospitality industry faces a pivotal year, stakeholders are hopeful that increased investment in travel infrastructure and strategic marketing will help the island regain its status as a leading destination.

Industry leaders are also focusing on collaborative efforts between businesses and the government to ensure sustainable growth.

Jersey’s potential as a tourism hotspot remains strong, but industry voices continue to call for decisive action and long-term planning to prevent further decline.