THE tourism industries on Jersey and Guernsey are currently drawing up a long-term plan on how to compete with other holiday destinations in the 21st century.
Both tourist boards are consulting all sectors of the industry and plan to release details of a 10-year plan of action in March.
Jersey is currently in its second phase of a consultation process which involves groups of 10-12 representatives with relevant tourism expertise, hoteliers for example, as well as members from Jersey Tourism.
Key issues discussed include branding, transport, accommodation, the environment, conferences and attractions.
Their findings will be used to draw up a strategy document which will be released in March and then debated by the States of Jersey, the island’s government, in the summer. If approved, it will be implemented at the beginning of next year.
Jersey Tourism marketing director David de Carteret said the aim is for everyone involved in tourism to help develop a long-term vision and strategy for the entire island.
Similarly, on Guernsey, the tourist board is in talks with the local industry for the first time.
Guernsey Tourist Board chief executive Chris Brock said: “The aim is to have a tourism industry strategy, not a tourist board strategy. There is no point in us making sweeping statements about the future of tourism to the island as it needs everyone’s co-operation – tour operators, carriers and hoteliers – to make sure any targets set are achievable. The hotels and carriers are delighted with the initiative.”
Brock said proposals up for discussion include a new four-star hotel and casino in St Peter Port; a Victor Hugo centre, to celebrate the life of the French author and dramatist while he lived on Guernsey in exile between 1851-1870; and a thalassotherapy centre.
Guernsey is also stepping up its trade activity in 2000 to raise the profile of the island among travel agents.
From this month, it is distributing more point-of-sale material to a greater number of agents, adding Guernsey-branded business-card holders, mugs and memo pads to its usual supply of posters, cubes and beach balls supplied for display in an agency.
Agents also get a travel-trade manual, which has been updated this year and there are opportunities for many to go on educationals – the tourist board wants to take another 15-20 agents to the island this year, on top of the 150 that went in last year.
“It is good they see what we have to offer as they have such an important role to play in selling the island,” said UK marketing manager Denise Cheir, who set aside an advertising and promotional budget for joint activity with the trade when she joined the board two years ago.
In addition, Guernsey Tourist Board and Thomas Cook are developing a distance-learning programme to help the multiple’s agents sell the island. It will be ready just before the summer.
Meanwhile, Jersey Tourism’s investment in promotional activities has been rewarded this year by its nomination for Best Destination category in Travel Weekly’s Globe awards. The winner will be announced on Wednesday January 19.
“I think the nomination is a result of the amount of work we do with the trade,” said Jersey Tourism UK marketing manager Steve Hunt.
For agents who have completed Jersey Tourism’s distance-learning programme, a new one-module training programme has been launched to update agents on any changes, while around 600-700 agents are set to enjoy educationals to the island this year.