Visit Guernsey has issued a ‘cautiously optimistic’ outlook for the season after two years heavily impacted by Covid.
It is hoping to use health, wellness and short travel times for UK visitors to attract people to the island.
Mary Putra, director of communications at the States of Guernsey, said that changes to travel patterns since the pandemic should help the island.
‘People are looking to reconnect with themselves and their family and we have all that in abundance – Guernsey provides the perfect playground for those activities, and we have to look to where we can take our opportunities.
'Things are really looking up and we’re moving quite quickly now in a positive direction.
‘We are unlikely this year to see pre-Covid levels but we can continue to be hopeful of having the most positive season we can.’
Mrs Putra said that travel patterns will have changed over the last two years of the pandemic.
There is more caution in the market, people will continue to book later, but Guernsey’s record in the pandemic and position as part of the Common Travel Area will be a positive.
‘Our current situation puts Guernsey above some of its competitors and offers itself as an alternative destination,’ Mrs Putra said.
‘There are opportunities for Guernsey during this time of uncertainty.’
Visit Guernsey has a focus on multi-generational families for 2022, and has also lined up digital marketing campaigns for two more age groups – couples aged 57-plus and couples and families of 35 and above.
‘Multi-generational holidays are coming forwards as a trend from Covid,’ Mrs Putra said.
‘It’s great for family groups to get together again and Guernsey has plenty of opportunity for a range of ages.
‘There are lots of things to be really appreciative of here – it’s a natural playground and we are so lucky to have the cliffs, walks, and beautiful clean seas. It’s easy to forget how lucky we are.’
Targets in the marketing strategy for 2022 include outdoor leisure, wellness, weddings and niche leisure, and Visit Guernsey is looking to work closely with hoteliers and the wider industry.
With the easing of travel restrictions, the island would not have to rely as heavily on a staycation campaign this year, she said.