Tom Jenkins, CEO of the European Tourism Association, was speaking at an event for the Jersey Hospitality Association.
Asked ‘what is the largest underutilised tourism asset in Jersey?’, he replied: ‘The Bailiwick of Guernsey.’
And he has found some support. JHA chief executive Marcus Calvani said that the Channel Islands have to sell themselves more strongly under the joint brand.
‘If we’re significantly going to grow our visitor economy it needs to be visit the Channel Islands, and the surrounding French peninsula.
‘If we’re going to attract Asians and Americans, they want to come and do the Normandy Landings beaches, Mont Saint Michel, then a couple of nights in Jersey and off to Guernsey,’ he said.
‘For some reason we have still got this crazy mentality of Jersey versus Guernsey.
‘We’ve got VisitJersey and VisitGuernsey, both pumping in taxpayer money to try to steal tourists to come to one island or the other. It’s madness.’
VisitGuernsey said it was working closely with the other island on joint marketing. A big meeting was held last year to discuss opportunities.
‘We have an open dialogue with our colleagues in Jersey and, where it makes sense to do so, we are progressing collaborative marketing initiatives,’ said lead marketing officer Zoe Gosling.
‘The European visitor market very much sees us as the Channel Islands and that is where we have been focusing our efforts.’
The islands had a joint presence at the world’s leading travel trade show, ITB Berlin and last year hosted a dual-island press trip for four journalists. A similar trip for German tour operators has been arranged for May.
‘There have been well-documented challenges around inter-island travel, but we have confirmed routes with both Brittany Ferries and Islands Unlimited, with the promise of daily sailing between the islands which means we can reignite the idea of two-centre holidays,’ Ms Gosling said.
Moves to improve connectivity with Europe and particularly into France are continuing, she added.
Hospitality Association calling for islands’ committees to work together
Guernsey Hospitality Association’s president has said that Guernsey should be working closely with Jersey to attract visitors.
‘We need to join forces more on marketing ourselves as the Channel Islands, especially to people who are coming from further afield,’ said Alan Sillett.
‘Hopefully having the inter-island ferry situation resolved, with a good timetable from Islands Unlimited, will help.’
Mr Sillett said that the association had a strong relationship with its counterparts, the Jersey Hospitality Association, and that they had often worked closely together, as did VisitJersey and VisitGuernsey.
‘However, we need the committees for Economic Development from each island to be more collaborative,’ he said.
‘Obviously the rows over ferries has not helped with that.'
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