Visit Jersey, the island’s tourist board, has partnered with the Association of Touring and Adventure Suppliers (Atas).
- A new travel training platform for agents in the UK and Ireland aims to enhance knowledge of Jersey’s offerings.
- The marketing campaign launched to boost sales and change outdated perceptions of Jersey.
- UK is highlighted as the main market, with a growing interest in active and adventure tourism.
- Jersey benefits from improved transport links, including increased air capacity and ferry services.
Visit Jersey has formed a partnership with Atas to expand its outreach through travel agency partners, aiming to showcase the island’s unique experiences. As Sarah Barton, head of travel partnerships, elaborated, Jersey offers abundant adventurous experiences, highlighting the island’s appeal to nature enthusiasts and those seeking a vibrant land-sea contrast.
To bolster this initiative, Visit Jersey has introduced a UK and Ireland travel training platform for agents, which includes comprehensive modules. Successful completion provides agents with the chance to win a Love2shop voucher, arming them with the knowledge to inspire future travel to the island. The platform includes up-to-date information, news, and insights on Jersey, enhancing the agents’ capability to sell the destination effectively.
The newly launched marketing campaign aims to dispel outdated perceptions of Jersey. It provides travel agents with a toolkit comprising messages and imagery designed to optimise sales and expand audience reach. The campaign highlights the simplicity and allure of short breaks to Jersey, particularly emphasizing its ease of access from the UK without the need for a passport.
Barton noted that the UK remains the largest market for Jersey, with France and Germany following. The average stay of 4.7 nights reflects the island’s strong appeal as a short-break destination. Jersey is portrayed as an ideal venue for active and adventure breaks, aligning with current tourism trends towards experiential travel.
A key logistical enhancement includes a 6% increase in air capacity from last year, facilitated by key airlines like British Airways and easyJet introducing new routes. Additionally, flexible new baggage rules at Jersey airport now allow passengers to carry liquids up to two litres in their hand luggage, making it easier for travellers to bring home local products like gins and wines.
Jersey’s innovative approach positions it as a compelling destination with enriched visitor experiences and strong agency partnerships.
