The island’s net promoter score – a system the States has used in recent years to show how likely visitors are to recommend the island to a friend or relative – hit an all-time high over the peak summer months.
The island scored 71, compared to 55 in Q3 last year – a year blighted by transport issues – and 66 in the same period in 2023.
‘I’m delighted to see how this latest data shows the large majority of visitors to the Bailiwick are keen to recommend the experience to their friends and family.
‘It’s evident our rich cultural history and business opportunities attracts a growing number of people,’ said Deputy Lee Van Katwyk, political tourism lead for the States.
Official figures, published yesterday in the latest States Travel and Visitor Accommodation Bulletin, have also revealed a continued increase in general day-trippers visiting the island – a 55% increase compared with Q3 2024 – and a 3% increase in overall staying visitors.
The biggest increase in visitors has come from France, with a 65% rise in total visitors compared with the previous year, though a 31% increase has also been seen in visitors from Jersey.
Numbers of visitors from the UK are fairly static.
Visitor travel by air has risen steadily across the year, and at the end of Q3 was up more than 10%. But the numbers of visitors flying has fallen 15% meaning that air travel is slightly down. Ferry travel is up for residents and visitors.
‘It’s clear the last few years of work by both the Tourism Management Board and the States are beginning to bear fruit,’ said Tourism Management Board chairwoman Hannah Beacom.
‘The board has been focused on identifying ways it can nurture and enhance the island’s tourism offering, and we are very encouraged to see this being reflected in the most recent visitor figures.’
Deputy Van Katwyk said that last month’s visit from French tourism leaders was ‘remarkably promising’ and he looked forward to continuing the positive trends.
The Net Promoter Score is calculated by surveying visitors about how likely they are to recommend the island on a scale from one to 10. The percentage of visitors surveyed who gave a score of six or under is then deducted from the percentage of visitors surveyed who gave a score of nine or 10.
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