Jersey’s tourist board has joined the Association of Touring and Adventure Suppliers to reach a wider audience through travel agency partners.
Visit Jersey also unveiled a dedicated UK and Ireland travel training platform last month and is launching a marketing campaign this week, with more assets to help travel agents boost their sales to the island.
Sarah Barton, head of travel partnerships, said: “Jersey is overflowing with adventurous experiences and things to see and do – a place to embrace nature, breathe in the wild sea air, and explore the breath-taking contrast of land and sea.
“We hope to offer Atas agents a window into this world, sharing with them the unique and compelling reasons why their customers should visit Jersey.
“With their support, we hope to reach new audiences and change outdated perceptions of Jersey that are no longer accurate.
“UK agents are on the frontline talking directly with clients, inspiring travel to destinations and providing insights into the wealth of things to see and do when their customers travel.
“One of our key objectives is to support in educating our travel agency partners about the destination and give them the tools to inspire future travel to the island.”
She said new audiences sought by Visit Jersey range include holidaymakers of all ages, solo travellers, groups, families and couples.
The new travel training platform enables agents to become a Jersey specialist by completing all five training modules – and have the chance of winning a £30 Love2shop voucher.
The platform features information about the destination, latest news, events and answers to frequently asked questions.
“Throughout the year we will also be supporting tour operator and travel agency partners with online and in-person training initiatives,” added Barton.
The new marketing campaign launched on March 4, featuring a campaign toolkit, with messages and images for trade partners “to optimise sales and audience reach”.
Barton said the UK is the biggest market for Jersey, followed by France and Germany.
“UK visitors love that they can get to Jersey without a passport and no immigration queues, yet the island feels like a world of its own,” she added.
“Our average length of stay is 4.7 nights, which illustrates how Jersey is the perfect easy-to-reach destination for a short break.”
She also highlighted how Jersey is “perfectly placed” to cater to the growing interest in active, adventure and touring breaks.
“Jersey packs a punch; it’s a small island brimming with experiences, year-round,” she explained, pointing to its natural attractions, walking routes, cuisine, culture and history stretching back to the Ice Age.
Barton said the tourist board’s “responsibility as stewards of the island” underlines all these activities.
“Our travel philosophy is to leave behind only footsteps in the sand,” she explained.
“Jersey’s natural playground is open to all year round for our visitors to admire, not overwhelm.”
There are more than 20 departure points across UK and Ireland to reach Jersey, as well as Condor ferry services from Poole and Portsmouth.
Air capacity is up 6% on last year, thanks to the likes of British Airways relaunching its Gatwick service from May 23 and easyJet’s new Birmingham route from April 1.
Barton also highlighted how Jersey airport one of first in the UK to adopt new baggage rules, with passengers now able to carry liquids up to two litres in hand luggage.
“It is great for bringing local gins, wines or salted caramel home as souvenirs,” she added.
Claire Brighton, Atas director, said: “We’re thrilled to welcome Jersey to the Atas family and have really enjoyed hearing about how much the island and tourist board have to offer travel agents.
“There’s a wealth of activities and adventurous holidays on offer right on our doorstep so I look forward to meeting Visit Jersey’s trade team at Atas events and finding out more about the destination.”
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