Minister Collaborates with Visitor Economy to Tackle Challenges

The visitor economy in Jersey is facing significant challenges, according to Deputy Kirsten Morel, the island’s Economic Development Minister. In response to concerns raised by Deputy Karen Wilson, Morel indicated that he is working closely with industry representatives to improve the current situation.

Addressing Economic Headwinds

During a recent assembly session, Deputy Wilson questioned whether the visitor economy had fully recovered and performed as expected during the summer season. She also inquired about measures to attract visitors during the autumn shoulder months, which could sustain the sector into the next year.

Deputy Morel acknowledged the numerous challenges the visitor economy has encountered over the past four to five years. He highlighted several factors impacting the sector, including Brexit, the Covid-19 pandemic, and rising structural costs, such as increased wages. He noted that consumer demand in key markets that typically contribute to Jersey’s tourism has also declined.

“In the sense that, has it been where I would like to be, the answer is a quite simple no,” Morel stated. “I would like to see more tourists come to Jersey than we have had.”

Strategic Initiatives for Recovery

In an effort to bolster the visitor economy, Deputy Morel reported ongoing collaboration with several organizations, including the Chamber of Commerce, the Jersey Hospitality Association, and Visit Jersey. He emphasized the importance of creating a stronger foundation for the future.

As part of these efforts, the government has allocated an additional £4 million in funding for Visit Jersey over this year and the next. Furthermore, £2 million will be directed toward helping Ports of Jersey secure new air routes, enhancing accessibility for potential visitors.

By investing in these initiatives, Deputy Morel aims to foster a more resilient visitor economy, ultimately attracting more tourists to the island. The focus remains on addressing the existing challenges while laying the groundwork for future growth.