Ms Crowson, who lives in Cambridge, brings a global perspective to the board as the senior partnerships manager at Premier Holidays.
The worldwide tour operator started operating holidays for the Channel Islands in the 1970s, and has been the market leader in the trade ever since.
Ms Crowson joined Premier in 2002 and has been responsible for its short-haul marketing since 2010.
‘I’ve been around a while,’ she said.
‘Premier is well respected in the island, we’ve got really good relationships with all the hotels we work with, and with Aurigny and now Brittany Ferries. I’ve always been very much involved in Guernsey’s tourism and the marketing of it, and working with the Tourist Board. When the TMB was formed, it seemed like a really good opportunity.’
At the time, Ms Crowson was on maternity leave, working three days a week – but chose to contribute her extra days as a board member and has been on the TMB since its beginning. She and Charlie Walker were appointed its co-chairs last month.
‘Not only do I have experience of working with the Tourist Board on the island, I’ve also got global tourism experience,’ said Ms Crowson.
‘I work with tourist boards like Canada, Australia, Qatar – everywhere. It’s quite good to bring insight of what they’re doing into what we can do. And with me living in the UK, it’s useful to bring that perspective too. It’s still the biggest market for Guernsey – though France is growing – over 50% of Guernsey’s visitors are from the UK.’
She said that the island had a similar business model to Premier’s.
‘It’s quite small but it punches above its weight,’ she said.
‘Everyone’s very passionate about making it a success and we’ve all worked together, it’s been really good.
‘Travel is such a dynamic industry – it’s changing all the time and it’s so fast paced. Zoe Gosling at Visit Guernsey is great. She’s very agile. The TMB can feed real-time insights into her and she can tweak the plans accordingly. That’s helped deliver the 2025 season. The Brittany Ferries thing was obviously a massive success, and Aurigny had a much better season. But us all working together paid dividends. It’s such an exciting time moving forward. This year, there’s so much going on.’
Ms Crowson said one of the global general market trends at the moment is ‘wellness’.
People are seeking cooler climates, she said, and a focus on outdoor, authentic experiences such as walking, cycling, sea swimming and outdoor saunas.
‘Everything that Guernsey offers,’ she said.
‘And the new Economic Development Committee seems so pro-tourism. It seems to really appreciate what it brings to the island and is keen to move things forward and deliver, which is so refreshing and exciting for us. It feels like the perfect storm – it’s such a good time for the island.’
As a mum to a seven and a five-year-old, she said the island is the perfect place to take children on holiday.
‘I brought my family over in Easter which was so cool,’ she said.
‘Where else can kids explore a bunker while going along a nice cycle path? It’s great. There’s so much potential.’