When news of sex abuse in a former Jersey children’s home broke, it came just as the peaks market began to slow in late February.
The destination had almost completed its beginning-of-year sales campaign. But it now faced big problems as newspapers on both sides of the Channel filled up lurid speculation of what happened in the Haut de la Garenne children’s home in the 1970s and 1980s.
Two arrests have been made since the investigation began.
As the police inquiry continued and press attention turned elsewhere, Jersey Tourism director of tourism and marketing David de Carteret was left trying to rebuild the island’s reputation in a tourism market worth £240 million, which accounts for 15%-20% of the island’s annual revenues.
First of all, he had to act quickly to ensure the island’s tourism industry wasn’t connected with the ongoing and grisly investigation.
De Carteret said: “Although the case came at the end of our main advertising campaign, we stopped all advertising as the news coverage was immense.
“One of the things we were having to deal with at the time was a suspicion that a serious murder was involved – there was a lot of sensationalism by the media, probably worsened by the fact that Jersey is a high profile place with a reputation for being a safe place.
“We decided that if [the island] was on the front page of the papers in connection with all these dreadful things, there was no point running adverts saying ‘Come to Jersey and have a lovely holiday’.”
De Carteret said although ensuing research revealed the destination’s target market saw the problems as historical and unlikely to affect their holidays now, bookings in March and April dropped by 10%. He admitted it is not known whether this drop was due to the criminal investigation or the economy’s downturn.
Although visitor numbers have since returned to expected levels – with about 300,000 UK tourists predicted to visit the island this year – the tourist board will launch a new campaign to drive it’s traditionally strong autumn market.
Jersey Tourism has now received £460,000 from the State of Jersey Treasury Department for a renewed advertising campaign launching in the UK this month. It will focus on the grey market and steer clear of targeting families.
With the press attention now having fully died down over the case, de Carteret is confident Jersey’s future is looking positive again as a number of other projects come to fruition.
However, he added: “What we don’t know is where we would be if all this had never happened.”
What does Jersey have to offer?
Travel agents will be able to sell a new fully commissionable ticket for next year allowing customers access to a number of Jersey’s top tourism attractions.
Jersey Tourism director of tourism and marketing David de Carteret said the Jersey Pass was launched this year as a direct sale ticket but due to its popularity it will be available through the trade next year.
While pricing is still being finalised for the passes, which cover a number of different durations, the cost is not expected to be too different from this year’s, which saw the two-day pass cost £29. Agents who sell the tickets will also earn 15% commission.
De Carteret said: ‘The trade has always been key to us and if you¹re going to compete (with other destinations) you have to use trade distribution channels too.’
The ticket is just one of the new features being introduced to drive the island¹s tourism business after a year which saw it hit the headlines for all the wrong reasons.
De Carteret said the AA Hotel Guide was due to announce the promotion of the Longueville Manor Hotel to become the island¹s first five-star hotel this week while the continued targeting of regional airports means 28 routes run from Jersey to the UK during the peak season.
Although the island is technically part of the UK, its distance from the mainland means it is still dependent on the trade to generate 50% of all its bookings.
De Carteret said: ‘What makes Jersey different is it operates like domestic product in the sense that it is British, but because of the cross-Channel travel aspect involving a ferry or aircraft, people end up booking through the ATOL-protected companies.’
He added the average stay for a tourist on the island is about five and a half nights, while the average spend is about £400.
