Keith Beecham said a not-for-profit agency should be set up to promote the island as a tourist destination.

He said it should be owned by the States, but run by an independent board with its own chief executive and between six and 10 staff employed outside of government.

‘An arm’s-length body (ALB) – an independent organisation – would subsume the activity currently undertaken by Visit Guernsey as well as expand its remit,’ said Mr Beecham, who previously held a senior role at Visit Britain and led Visit Jersey.

‘It is perhaps the way that an ALB can marry elements of the public sector with the commercial drive of the private sector that sets it most strongly apart from other solutions.

‘Private sector knowledge and expertise, along with partnering with tourism and hospitality businesses, and delivering returns for them, gives an ALB credibility with tourism businesses, who see the ALB as a trusted source of information, support and research.

‘And government sees the ALB as a trusted adviser interpreting, communicating and implementing government policy.’

Mr Beecham’s report has not been published, but the Guernsey Press has seen it.

Economic Development commissioned it for advice on the future of tourism, which was estimated to contribute nearly £150m. a year to the island’s economy before the pandemic.

Mr Beecham spoke to 34 experts and tourism professionals before presenting his report.

He identified years of frustration about the performance of Visit Guernsey – in particular, its financial accountability, marketing and communication.

‘A loud and united tourism sector business voice had been shouting for things to change,’ he said.

Mr Beecham identified improvements since the pandemic.

‘Under [States director of communications] Mary Putra’s leadership, bridges have been built between Visit Guernsey and the island’s tourism and hospitality businesses, resulting in improved communications and an appetite to work together to find a solution for Visit Guernsey.’

His recommended solution – a body independent of the States – was considered superior to other potential models studied, including no change, and a public-private partnership.

‘A key feature of the Visit Guernsey arm’s-length body is the shift of decision-making power from the public sector to an independent body, while governance over the visitor economy remains with the States.

‘This market-led arrangement for Visit Guernsey will increase emphasis on competitiveness and secure efficiencies.’

Economic Development recently announced the creation of the Tourism Management Board, with part-time chairwoman, Hannah Beacom.

CRITICS of Economic Development’s approach to tourism are accusing the committee of largely ignoring the advice of its own expert consultant.

They say the new Tourism Management Board, run by Hannah Beacom, lacks the independence, funding and commercial focus recommended by Keith Beecham in his report about the future of Visit Guernsey.

‘It’s basically a cost-cutting exercise and not a real attempt to end years of under-performance by Visit Guernsey or seriously enhance a sector that contributes £146m. to the island’s economy,’ said Guernsey Hospitality Association president Alan Sillett.

‘When [Deputy Inder, Economic Development president] says that the new Tourism Management Board is independent and meets his consultant’s main objective, it is wrong, misleading and simply untrue.

‘While Visit Guernsey remains a government entity with responsibility for tourism – as it will under Deputy Inder’s hybrid model – the benefits of a true arm’s-length body for the industry cannot be achieved.’

The GHA has said it can no longer work with Deputy Inder and his committee and has refused to participate in the new board.

‘We say it’s vital for industry that we follow the Beecham advice. Economic Development and Deputy Inder say they know better.’

Mr Sillett claimed that Mr Beecham had offered to help set up a new Visit Guernsey along the lines of his recommendations.

La Barbarie managing director Andy Coleman called on Economic Development to rethink.

‘I can only hope that this ill-conceived, part-time Tourism Management Board will be reshaped into an efficient arm’s-length body that can get on with the much-needed work of ensuring the tourism and hospitality sector has the best possible support in its efforts for sustainability and growth,’ he said.

Mr Sillett said the GHA had also proposed a visitor levy to help fund Visit Guernsey if it was made independent.