Ports of Jersey has begun developing a new strategy which could see the island increase from around 10 cruise calls a year to as many as 30.
It is intended that they would moor at picturesque St Aubin’s Bay, on the island’s south-west coast, and not the rather less-lovely Elizabeth Harbour, where tidal restrictions have hampered Jersey from making much impact in the cruise industry.
Ports of Jersey harbour master Bill Sadler told the Jersey Evening Post that a plan was being worked up to encourage cruise business to the island, with a particular focus on ‘boutique’ ships carrying between 500 and 1,000 passengers.
These vessels typically measure around 200m and can comfortably anchor in St Aubin’s Bay.
‘I don’t think anybody’s going to thank us for bringing in 350m ships with 4,000 passengers,’ he said.
Ports of Jersey estimates that up to 30,000 passengers could eventually visit by cruise ship, generating around £2.1m. in direct spending and between £3.6m. and £4.8m. in wider economic impact, while supporting around 15 new jobs.
Its plans include re-engaging with Cruise Britain, strengthening the Cruise Jersey brand, and working with Visit Jersey and local shipping agents to ‘aggressively promote Jersey’ as a cruise destination.
Mr Sadler said Jersey’s proximity to Guernsey and French ports could help operators plan relatively short itineraries.
‘You can actually do all five different ports and not burn an awful lot of fuel for doing it,’ he said.
‘I think that would be quite an interesting proposition.’
Mr Sadler played down any suggestion that Jersey was seeking to directly challenge its neighbour.
‘I don’t want to make any big statements about competing with Guernsey,’ he said.
‘What we want to do is grow the number of cruises we’ve got, make sure it’s quality cruises which fits our island and the profile of the passengers fits our island.’
Guernsey’s cruise sector remains considerably larger than Jersey’s at present, with 51 cruises confirmed at the beginning of the year.
Visit Guernsey did not respond to Guernsey Press questions about the potential threat to the island’s cruise business, but in another interview, Deputy Lee Van Katwyk, tourism lead at the Economic Development Committee said, ‘Guernsey values the cruise industry.’
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