BBC HomeExplore the BBC
This page has been archived and is no longer updated. Find out more about page archiving.

28 October 2014
JerseyJersey

BBC Homepage
»BBC Local
Jersey
Things to do
People & Places
Nature
History
Religion & Ethics
Arts and Culture
BBC Introducing
TV & Radio

Sites near Jersey

Cornwall
Devon
Dorset
Guernsey
Hampshire

Related BBC Sites

England

Contact Us

Talking Jersey

Portelet Bay
Jersey as a short-break destination?

Jersey as a short-break destination?

By Claire Peters
A report on tourism by a UK firm says that the island should be aiming to attract people looking for a sophisticated short-break, rather than the 'traditional holidaymaker'.

"The price of flights here isn’t the decisive factor"
David Geddes of Locum Consulting

The latest report on tourism claims that Jersey needs to be a more stylish and sophisticated holiday destination.

The report, which was published by UK firm Locum Consulting, suggests that the best hope of reviving Jersey’s dwindling tourism industry is to move away from the so-called traditional holidaymaker and to try and attract a more ‘cosmopolitan’ visitor.

Up until now Jersey has been marketed to appeal to the bucket and spade brigade, who would come to Jersey for up two weeks in the summer, a market which, according to David Geddes of Locum Consulting, has been in “rapid decline”.

Eiffel Tower and Corbiere
Could Jersey rival Paris for a short-break?

Instead, says the report, Jersey should be trying to interest people taking short-breaks and should be rivalling destinations such as Prague, Barcelona and Paris.

Geddes believes that Jersey already has the “ingredients there” to become a popular choice for a short-break, although says there is a lot more that could be done.

According to the report one way which would attract people taking short-breaks is to increase the amount of self-catering accommodation available on the island:

“One of the big problems that you have at the moment is that you don’t have enough self-catering accommodation.

"Perhaps do something that is distinctive," suggest Geddes, "rather than the log cabins that are exactly the same as you might find in Devon, design something that’s specially Jersey.”

However it wasn’t all bad news for the island; “A terrific amount of investment is taking place in Jersey as we speak. Refurbished hotels, refurbished attractions - which is all aimed at a new market”.

BA Plane landing in Jersey
Would lower landing fees bring in more visitors?

"It has the great advantage of being convenient, especially for lots of people in the UK, its easy to get to and it just has to develop the slightly more sophisticated offer."

Private firms are already investing a total of £80 million in tourist-related amenities.

When discussing how to bring more tourists to the island a popular suggestion is to halve landing fees at Jersey Airport, but Geddes does not believe that this would really encourage more people to visit:

“I’m of the view that the price of flights here isn’t the decisive factor…it’s really much more about the quality of the offer.”

Do you agree that Jersey should enter the short-break market?

Does the island already have plenty to offer as a short-break destination? If not, what is it lacking and what can (and should) be done?

last updated: 29/11/06
Have Your Say
Your name:
Your comment:
The BBC reserves the right to edit comments submitted.

Chris
i personnally love the place but have found it rather expensive to visit over the years, as i write flybe are offering a new service from humberside but i gulped when searching prices well over £220 summer flight,those ferries don`t help also fixing prices,although the continent is getting really expensive, especially Spain, the bucket and spade merchants will always choose the guarantee of the weather + the flexibility of night life.

Grace
I think Jersey is ideal for a short break because the island offers historic castles, stunning views, exciting nitelife and is very family friendly.

Hotel Inspector
Bucket and Spade Brigade thats a bit of an insult aint it. whoever visits here spends a lot of money here which is good for Jersey and cheaper airfares should be allowed and older or younger long break or short break is good and Jersey should cater for all who visit and not just short breakers. Cheap 2 or 3 suns horrible Hotel Accommodation should be made more stylish accommodating all modernised and more upto date with the 21st century the times nowadays made cool and sophisticated to attract both Young and Old visitors from different countries and shops etc should be open Sundays especially in the Summertime with cafes menus to suit all tastes

Graeme and Nico
Why no pole dancers?Thats all,plain and simple.Give the people what they want living in Jersey is like living under a nazi dictatorship.

O'Really
The accompanying editorial states "Private firms are already investing a total of £80 million in tourist-related amenities." It would enlightening to learn what "tourist-related amenities" consume eighty million Pounds; especially since existing hotels have been converted into housing units, precious amenities such as Fort Regent allowed to diminish and decay and the notorious awful public transportation infrastructure permitted to continue. Where DID all that money go..??

VoR
'Short Break' Sea travel is too expensive and if you fly you have to hire a car!

Kate Flores
I think Jersey should definitely enhance the relation to it's landscape... diversified and beautiful with the potential for a bit of an edge: nightlife - more visible clubs/cafe's with the a cool, stylish sophistication that would attract those in the hip and fashionable. Modernized hotel accomodations.. too many cottage hotels gives the feel of a retirement local rather than sophistication and cool fun. Internet cafe or two and even one annual event that would include a film festival or restaurant week like we have here in NYC. During the summer season, yacht/boating (anchored) parties or soires. Charity Cultural events explaining Jersey's history. Accomodation that's fit for a celebrity or two. Surely, I'm pushing it there... however Jersey Island has incredible potential to accomodate those looking for a traditional holiday and for those looking for something more sophisticated cool and stylish. I'll keep my fingers crossed. Yours Truly, Kate Flores, NYC U.S.

Matt
Came for a short break at The Club in December. Great. Will be back next year with the kids. Don't change a thing.

Dr. Hubris
Time to be honest... Jersey has a lack of attractions, poor transportation infrastructure and represents dismal value to tourists. The ever-diminishing Battle of Flowers, once the proud icon of Jersey tourism, is testament to the complete lack of understanding of the potential tourist market. Jersey is sadly reminiscent of the Isle of Man. With the attractive and interesting French mainland only a short distance away, Jersey has very little to entice the "Baby Boomers" who are not intimidated by foreign travel, as the previous generation was. Jersey formerly filled a niche that gave tourists from the U.K. a "taste" of France while remaining firmly in British holday surroundings; with deckchairs, jellied-eels, tea and sandwiches on the beach, saucy postcards, cheap beer and cigarettes. Those erstwhile tourists are now in their seventies and eighties and probably lack the money or inclination to go to Jersey. There are many competing resorts in the U.K. for the more sophisticated tourist (the Cotswolds, Lake District for example) with luxurious hideaways without streets full of drunken louts, urinating in doorways. Jersey is reaping the harvest that was sown twenty five years ago.

P C Not
No tourism should be actively discouraged - all the jobs are low paid and are therefore filled by immigrants. Do we really want more cars on the roads?

"art of honesty"
Jersey,s attitude is much much to insular, its 19th century attitude seriously lets it down.It,s to much blow m,luv where you from attitude and we dont want you yer kind of thing.Jersey is like the 1950,s at best and even 1850,s in most other fields.

Troy
The Public need to decide whether we want to bother with a 'tourism industry'. Little has been done in recent years that would suggest to me we do, although obviously everybody says it’s important there’s little action. This latest survey says nothing new to me that I haven’t heard discussed several times before over the years and doesn’t offer anything either new or of real value as a viable solution to the declining tourism problem. I have/had a plan that would be repetitively easy to implement, would not detract from any other industry and would massively increase the tourist numbers and revitalize the tourism industry (not to mention the retail industry by association). I’ve talked the details of the plan through with a number of people, friends, industry people and everyone agrees on two points. 1) They could see no flaw in the proposal and agreed that the benefit to the industry and island as a whole would be immense. 2) There’s not a chance in hell that the States would back it because it requires a bold move to go against a vocal minority who refuse to accept that development, or use of some of the island natural green areas regardless of the benefits. It’s the same situation with most things in Jersey, there are options, opportunities and solutions out there if we’re willing to accept that there is a cost to everything and somebody has to accept that cost, whether it be higher prices than the mainland ‘cause we live on an island, higher taxes to ensure a desired level of service, a wind turbine in your backyard to supply power to you and your neighbour, high-rise buildings in St Helier to negate the need to spread out or the loss of ‘historic’ but useless buildings for new useful developments.

Jen
If you want to attract short-break people then you HAVE to open the shops on a Sunday.

HAZEL PONIEDEL
It is still a lot less expensive to visit the continent-where accommodation and service are far superior. A beautiful island with less good accommodation is not so attractive.

SEE ALSO
home
HOME
email
EMAIL
print
PRINT
Go to the top of the page
TOP
SITE CONTENTS
SEE ALSO

Microphones in a radio studio
Find out more about the BBC in Jersey

Folklore




About the BBC | Help | Terms of Use | Privacy & Cookies Policy