Jersey experienced a significant rise in tourism in 2024, with new figures revealing an increase of 40,000 visitors compared to the previous year. According to Visit Jersey, a total of 568,000 tourists visited the island, marking a steady recovery in the post-pandemic era.
The UK remained the dominant source market, contributing 70% of all visits, while 17% of visitors came from France and 3% from Germany. The number of overnight leisure visits also saw a notable increase, reaching 311,000—up by 24,000 from 2023.
Despite this growth, the island’s total visitor numbers were still at 74% of pre-pandemic levels, highlighting the ongoing challenge of full recovery. Visit Jersey’s chief executive, Tricia Warwick, described the increase as a “positive sign” but emphasized that “there is still work to be done.”
Strategic Marketing & Competitive Landscape
Ms. Warwick credited Visit Jersey’s strategic marketing efforts for the growth, particularly in attracting more visitors from key markets. Notably, tourism from France surged by 25%, demonstrating the effectiveness of targeted campaigns.
“In today’s extremely competitive tourism landscape, we must be creative and forward-thinking to make Jersey stand out,” Warwick stated. She highlighted the success of Visit Jersey’s support for the new Bergerac series, which generated massive publicity beyond traditional marketing strategies.
While the cost-of-living crisis has slowed the pace of recovery, Jersey’s tourism industry is on an upward trajectory. With innovative promotions and expanding international appeal, the island is poised to strengthen its position as a top travel destination.
