After a summer that welcomed a significant increase in French visitors, autumn has welcomed a delegation of tourism leads from France.
Among officials from St Malo, Brittany, and Brittany Ferries was Adam Oubuih, who is CEO and MD of Atout France – the national tourism agency of France and the French territories.
‘I had a very high expectation of coming here,’ he said.
‘Because when you read about Guernsey in France, you see all these nice pictures – of course it never rains in the picture – you see high quality of life and the link with culture.
'So I expect a lot, and very often, when I have high expectations I’m disappointed. But so far, Guernsey is even better that I thought.’
The delegation met with Economic Development Committee president Deputy Sasha Kazantseva-Miller and tourism lead Deputy Lee Van Katwyk, and a number of senior officers looking to further build the bridge across the channel.
‘I think it’s a very exciting opportunity,’ said Mr Oubuih.
‘France’s government strategy is to make it sustainable, which means sticking to the demand of people asking for an exclusive experience – which is everything you have here in Guernsey.
'It’s a preserved island, not crowded – and I don’t wish you to become crowded – it’s the image of sustainability and exclusivity.
‘It has a very rich history and it’s also linked with our culture and heritage. The Olympic torch came here to Victor Hugo House, and you have Renoir. So for us, it’s an excellent opportunity, beyond tourism, to have a nice business model and strong political, cultural ties with you. Because Guernsey and St Malo have a lot of similar features, the way we could see it, in a French and non-humble way, is that Guernsey would be an extension of St Malo.’
The delegation visited the Art for Guernsey gallery and talked to founder David Ummels about the work it has been doing and the Renoir Collection.
‘It was amazing to have a real Renoir next you,’ said Mr Oubuih.
‘This is what’s best about Guernsey. This vibe, this energy – the people are very welcoming and very friendly and you can feel it’s not fake. It really comes from the heart.’
ID cards for French day trip travel is extended into 2026
The visit of French tourism officials to the island tied in with the announcement that the scheme which allows French visitors to come to the island for a day trip on just their identity card will be extended into summer 2026.
The scheme is a definite boost for attracting French tourists, as about half the country’s population is believed not to own a passport.
‘About 60% of our visitors from France were coming on the French ID scheme,’ said Deputy Sasha Kazantseva-Miller.
‘Obviously it’s very important to ensure we don’t have that barrier of needing a passport. You would still need a passport if you were coming for longer stays, and also school trips with children are exempt from the requirements. We can’t go back to pre-Brexit days, but it’s doing anything we can to make that connection as smooth as possible, without the barriers.’
The ID card scheme, which has been in place since 2023, was originally due to end in September.
‘That actually portrays how tourism can be a very strong political tool,’ said Mr Oubuih.
‘And of course, we’re working together with our governments to have more good news.’
As part of this extension, the Home Affairs Committee will prepare legislative changes to ensure that the scheme can continue to operate after the introduction of Electronic Travel Authorisation in the first quarter of 2026.
‘The benefits of this scheme, particularly now in conjunction with Brittany Ferries, have been clear to see in Guernsey’s tourism statistics published so far this year,’ said Home Affairs president Deputy Marc Leadbeater.
‘It is also of note that we can continue this scheme after the introduction of ETAs, which did not look likely at first, but will continue to allow French tourists to easily access the island when they travel with a carrier that works with the Guernsey Border Agency.’
Christophe Mathieu, Brittany Ferries’ CEO, said: ‘We’re pleased that the ID card scheme will continue into 2026 and would like to congratulate the States of Guernsey for achieving this extension and thank them for their ongoing support.
‘This gives us the opportunity to further grow the French day trip market, which has already risen by 60% in passenger numbers this year compared with 2024.’
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