2024 visitor numbers fall by 14% year-on-year

The 2024 Guernsey Travel and Visitor Annual Report revealed visitor numbers had dropped by more than 45,000 to less than 275,000 over the 12-month period.

Even Guernsey’s image with tourists took a hit, with the island’s ‘net promoter score’ – a statistic which measures how likely visitors would be to recommend the island – falling by 6 percentage points to 55.

Visitors flying in were down by 3% and cruise ships by 55%, but visitors coming by ferry or yacht both grew – ferry travel increasing by 4% and those under sail by 11%.

Tourism Management Board chairwoman Hannah Beacom highlighted that the increased number of visitors who stayed for at least one night was one positive part of the report.

The 2% increase is estimated to have resulted in these holidaymakers bringing an additional £2m. to £3m. into the local economy compared to the year before.

‘The 2024 report shows that the year was one where we had strong successes in some areas, and weaker performance in others,’ Ms Beacom said.

‘While the cruise sector had a challenging year, it is important to remember that our overall visitor performance is now improving year-on-year.’

She added that those visiting the island for leisure had increased slightly and it was business visitors which had seen the biggest drop, at 4%.

‘The number of staying visitors – the group which contribute by far the most to the economy – has continued to grow, and while that growth is only by 2%, it is still encouraging in a challenging global climate.’

However, the numbers staying in hotels and other commercial accommodation actually fell by 460 people, with the increase coming in visitors staying with friends and family.

But Ms Beacom said those visitors were still bringing valuable income to the island’s economy.

‘Family and friends staying becomes a reason for everybody to go out,’ she said. ‘So we’re confident that the spend is going up.’

She admitted that the drop in the island’s ‘net promoter score’ was a concern and had been attributed to last year's connectivity challenges.

The report said that more than a quarter of respondents said that travel to and from the island was the least enjoyable aspect of their trip, up from 17% in 2023, with respondents citing delays and cancellations of aeroplanes and ferries, and poor communication from carriers.

‘In absolute terms, the net promoter score is still very high, because anything over 50, is seen as a good score,’ she said.

‘Obviously any delay is not a great start or end to your holiday. But I think looking at the net promoter scores, it’s perhaps not impacted as largely as we thought.’

Guernsey Hospitality Association president Alan Sillett was disappointed and concerned that overall passenger numbers had declined compared to 2023, and remained well below 2019 levels, but said there were a few bright spots in the report.

‘The growth in ferry travel is a positive trend,’ he said.

‘Suggesting that this mode of transport is becoming more attractive, though this of course may be a result of the recent well publicised issues with Aurigny and flight connectivity.’

‘The increase in visitors from France is encouraging, and hopefully we can grow numbers further via the Paris route and the new ferry schedule. Similarly, the increase in yacht visitors is a bright spot, showing strong recovery. The longer average stay stats also indicate that those who do come are spending more time and money on the island.

Overall, while many challenges remain—particularly in connectivity and returning to pre-pandemic numbers—there are some clear positives that could be built upon.’

One of the areas of greatest concern identified in the report was the sharp drop in cruise liner passengers which at 38,456 people, was less than halve than 2023 and 67% less than 2019.

‘As is the decline in day-trippers, which has an impact on local businesses that rely on short-term visitors,’ said Mr Sillett.

‘The decline in UK and Jersey visitors will need serious attention.’