Organised by the Travel Marketing Group, in partnership with The Independent, the awards recognise those making a significant impact in travel marketing.
Visit Guernsey’s lead marketing officer Zoe Gosling collected the award as the island beat a wide range of destinations to the award, including Visit California, Visit Greenwich, Visit Peak District and Derbyshire, and Visit Southport.
‘Being shortlisted for awards at this event is a win in itself,’ she said.
‘To showcase Visit Guernsey, and the work we do, in a room full of industry experts from destinations, brands and creative agencies from around the world really shows that the work we are doing is competing with the best.
‘To win an award – and for it to be Destination Brand of the Year – was extraordinary, especially given the size of our team and budget, compared to those jurisdictions we were up against.
‘We work so hard and we do so much and for industry leaders to judge us and say we do it better than any other destination is a huge achievement.
‘It answers the critics and validates that we are the best there is when it comes to marketing a destination.
‘I’m so proud of the work we do, and the strong relationships we have formed with our industry partners, and I’m exceptionally proud of the States’ marketing team who do it.’
Tourism Advisory Board co-chairs, Charlie Walker and Clare Crowson also attended, along with staff from local creative agency TPA, which works with Visit Guernsey on all its campaigns.
Year-on-year rise in visitors to Visit Guernsey website
More people are clicking on the Visit Guernsey website, as States’ boosted tourism advertising across the UK, France and online seem to be working.
Despite the rise of generative AI – which has driven many internet surfers away from websites by providing the information directly – the latest Visit Guernsey performance report reveals a steady increase in popularity year-on-year. The island’s tourism site has received 14.7% more sessions this year, than by this time in 2024.
Visit Guernsey’s out-of-home advertising campaign reached almost 10m. people across London, with posters promoting the island on bus stops and underground stations during key commuter times, and on weekends at Waitrose with the next available London flight.
Its social media has gained more than 4,500 followers in the past six months. Visit Guernsey has worked with online influencers to boost content and reach new audiences, and some of the top performing posts this year have been focused on food, island-hopping and outdoor activities. Guernsey has also secured coverage in prominent publications, both in the UK and France.
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