‘It’s time the people of Guernsey started to believe in their island’
THE politician with responsibility for the tourism mandate has challenged Guernsey to show the same belief in the island’s tourism product as many of the key players in the industry are showing with their levels of investment.
Neil Inder has taken responsibility for tourism within the Economic Development Committee. He said that he was pleased that changes introduced in the past two years appeared to be paying off with a good season in 2022 and hopes high for next year.
He said that the pandemic was helpful for the States in being able to take a step back and consider a new approach for tourism marketing, while also slimming the size and cost of the Visit Guernsey team.
‘I have been in tourism all my life, whether through advertising, websites – it was clear to me that the Visit Guernsey campaigns weren’t working. Something had to change. We were flat-lining, we appeared to be doing the same thing over and over again.’
The marketing contract for Visit Guernsey went out to tender, and went to a local firm, something which Economic Development has pushed for and was keen to implement. Deputy Inder said the visuals and campaigns had been ‘uninspiring’.
‘The marketing, sentiment, message, output, was wrong, formulaic. There was nothing inspiring in it. I always knew that the Guernsey creative industries could compete on the world stage and we just proved it to ourselves.’
Visit Guernsey and its new agency, TPA, came up with the Unpause Life campaign, while Economic Development worked with industry on a taskforce recovery group to move the season forward.
‘We worked with the industry to build the brand. It’s our [Visit Guernsey’s] job to market the island, but not to fill beds – that’s up to the hoteliers.’
The season was widely regarded to have been a success in terms of bed nights, bouncing back post-Covid to beyond the figures of 2019.
‘I am a realist, so happy that we had a good 2022, but we can’t dine out on that until the next bad news,’ said Deputy Inder.
‘The vision is to get the States to understand that tourism is more important than they think it is.
‘I genuinely believe Guernsey has a fantastic product and I have always believed it. I wouldn’t do self-catering if I didn’t.
‘Industry keeps investing – industry people have confidence, why haven’t we got confidence in our own product? It’s about time this island started to believe in Guernsey.’
Playing to our strengths
Guernsey’s calling cards
Visit Guernsey said its 2022 campaign was ‘playing to our strengths’ – an alternative and boutique destination that:
. Is easy and quick to get to
. Offers much needed respite and reconnection (wellness)
. Is safe and familiar
. Offers a brilliant outdoor experience that delivers on outdoor wellness needs – walks and beaches to surfing, kayaking, paddle boarding, cycling, sailing and more
. Has a quality hospitality offering with a concentration of high-calibre restaurants, bars, beach cafes and visitor experiences
. Offers a broad choice of hotels and accommodation options
. Steeped in thousands of years of history and heritage
. Neighbouring Alderney, Sark, Herm and Lihou to inspire your inner adventurer
Target audiences
Couples 57-plus
. Our heartland visitor. Affluent and older, many are regular visitors to the islands and they hold a special place in their hearts. They are looking for a safe and familiar environment that is close to home.
Multi-generational families
. Families looking to reconnect. This group will be motivated by a broad variety of accommodation options in a safe environment with a host of family and friends’ activities catering for all ages.
Couples and families 35-plus
. A new younger audience – looking to be active and have fun. They are motivated by a destination that can meet their immediate current needs – close to home, fun, short-break escapism.
