THE Guernsey Tourist Board has stepped up its promotional activity in a bid to become one of the leading holiday destinations in the British Isles.
UK marketing manager Denise Cheir said: “Research carried out on behalf of the tourist board shows we are in the top 10 of most popular destinations, but I want Guernsey to be number one or two.”
Last year, three factors – the World Cup, poor summer weather in the UK, and a strong pound – all contributed to a dismal forecast for visitor figures to the island.
However the tourist board claims it managed to minimise the drop in UK visitors by revamping its advertising campaign. Exact figures have not been finalised, but it is estimated the island achieved 300,000 UK visitors in 1998 – about 7% less than the previous year.
The new strategy included extending the GTB’s advertising campaign from six to 10 months, slimming down spend in consumer magazines, putting more money into regional papers, and targeting the short-break market with a new autumn, winter and spring consumer brochure.
“Last year wasn’t as bad as we expected it would be in June,” said Cheir. “We managed to claw back a lot of visitors through our off-peak campaign.”
The GTB launched its main summer 1999 promotion in December, and while it is too soon to judge the response, Cheir is expecting growth for 1999. She said: “We are not diversifying from targeting our traditional clients, who are professional, high-spending people aged 45-plus.
“We want people who will spend money throughout the island, not just on their hotel and carrier.”
One new attraction for visitors will be a casino which is to open on St Peter Port waterfront in two years. The casino will be attached to a 200-room hotel which will be the first on the island to be part of an international hotel group. The island has just sent out tender documents to interested hotel groups.
“It is important to have a key international player,” said Cheir. The GTB is also stepping up its work with the trade, particularly in Scotland.
Cheir said: “We get visitors from Scotland but we have not done much with the trade and I want to address that.”
She said a dedicated trade representative for Scotland will be appointed in 2000.
In the shorter term, a UK-wide manual for travel agents will be launched in March.