Jersey Tourism: A Year in Review 2010

Jersey Tourism

A Year in Review 2010

2010 in Focus

Jersey Tourism Annual Report

Contents

Foreword from the Minister for Economic Development  3 Jersey Tourism Annual Report 2010  4 Jersey Tourism Department Reports  6 Financial Report  15 Notes on Volume and Value Calculations  16 Summary of Top-Line Figures 2005-2010  17

1. Tourism Volume and Expenditure Estimates  18

1. Introduction  18
2. Total visitor estimates  18
3. Staying leisure visitor estimates  18
4. Visitors staying with friends and relatives (VFR)  19
5. Language students  19
6. Business visitors  19
7. Visiting conference delegates  19
8. Visiting yachtsmen  19
9. Leisure day trips  20
10. Visitor expenditure estimates  20
11. Tax revenue  21

2. Profile of Staying Leisure Visitors  22

1. Total staying leisure visitors by month  22
2. Party composition  22
3. Average length of stay  22
4. Region of residence  23
   1. UK  23
   2. France  24
5. MOSAIC profile of UK staying leisure visitors  24
6. Additional visitor profiling  25

3. Registered Bed Stock  26

2010 in Focus

4. Accommodation Performance Indicators  27

1. Bed occupancy  27

1. Monthly bed occupancy  27
   2. Room occupancy  28
   3. Room vs. Bed occupancy  28

5. Jersey Link bookings  29

1. Jersey link bookings  29
2. Jersey link bookings on the Internet  29

6. Internet usage  30

1. www.jersey.com  30
2. Internet usage by Jersey visitors  30

7. Employment in the hospitality sector  31
8. Passenger arrivals  32
9. Guide to data sources and notes  33
10. Appendices on www.jersey.com/marketinginfo  35

Appendix 1  Visitor volumes  35 Appendix 2  Breakdown of expenditure  36 Appendix 3  UK visitors by ISBA region  37 Appendix 4  French visitors by region  38 Appendix 5  MOSAIC profile UK visitors  39 Appendix 6  Length of stay and average stay  40 Appendix 7  Travel and booking patterns  41 Appendix 8  Age group profiles  42 Appendix 9  Accommodation breakdown  43 Appendix 10  Bed space occupancy  44 Appendix 11  Room space occupancy  45 Appendix 12  Jersey Link performance  46 Appendix 13  Jersey Link performance  47 Appendix 14.1  Visits to www.jersey.com  48 Appendix 14.2  Visits to www.jersey.com  49 Appendix 15  Total arrivals  50 Appendix 16  UK arrivals  51 Appendix 17  Inter island arrivals  52 Appendix 18  Continental arrivals  53 Appendix 19  Exchange rates  54 Appendix 20  Weather data  55 Appendix 21  Visitor registration card  56

2010 in Focus

Foreword from the Minister for Economic Development

We should take much satisfaction from the performance of the industry in 2010 with an outcome which in terms of visitor numbers was very similar to the previous year despite the many external difficulties which affected the market.

Whilst it might have been possible to predict the ongoing financial crisis, the football world cup and the general election in our main market, the UK, the volcanic ash problem which closed airspace for days on end provided a challenge which we could not have anticipated and which not only cost the Island thousands of visitors but also had a dramatic affect on consumer confidence during the early Summer holiday booking period.

We are fortunate that during this crisis that we had ferry services as an alternative to the network of air routes to enable the repatriation of both visitors and local residents and that Condor were so accommodating in providing additional capacity.

The success and to a large extent the survival of the visitor economy is dependent upon the investment which the Government of Jersey makes in the destination marketing programme. This was again demonstrated in 2010 when a significant additional investment was made at the beginning of July to boost the high summer season which at that time was flagging in the wake of the problems.

The decision to invest in an unprecedented television campaign at the beginning of July to provide an immediate uplift in enquiries and subsequent bookings proved to be correct and the stimulus campaign is regarded by the members of the industry as the catalyst which saved the season.

Tourism statistics show that the shortfall which had been evident during April and May was eliminated and subsequently volumes reached and in fact slightly improved upon 2009 levels for the high season.

Business visitor levels which had been in decline since the beginning of the recession showed an upturn and from April, produced monthly increases which culminated in an end of year increase of 13.9%, some 9,000 visitors. The value of this market should not be underestimated as business visitors tend to be higher yield and are very welcome when yields in the leisure sector are being challenged.

The success and future development of the visitor economy is totally reliant on the quality and distribution of the transportation network. We are fortunate, particularly at a time when operators are facing such difficult financial circumstances, to have retained the large majority of our air and sea routes and even managed to add new services from both the UK and Germany.

I would like to take this opportunity of recognising the very valuable contribution to tourism made by industry members to the Tourism Development Fund, the Jersey Conference Bureau and the Tourism Marketing Panel. It is vital that we continue to benefit from the expertise which is provided to these bodies which enables planning and decisions to be made with input from as broad a range of industry as possible.

The 2010 event programme provided vitality, variety and diversity throughout the year and particularly during the

Summer months. The Tour De Bretagne which has not previously taken place outside of France was a major highlight with many European professional teams providing a level of sporting achievement and competition rarely seen in Jersey. The coverage generated by the French media was also extremely valuable with television and press coverage throughout France.

The Air Display and Battle of Flowers once again proved to be major attractions which to no small degree is due to the efforts of the many volunteers who freely give their time and skill to ensure the success of these and other events.

The Industry in Jersey is diverse and interrelated and no one sector would survive and prosper without the others. It is therefore vital that we continue to work in partnership to build on our many strengths which are enhanced by the quality and beauty of the Island, coupled with the warmth of welcome which we consistently offer to our visitors.

I would also like to take the opportunity of recognising the contribution of my two Ministerial colleagues, ConnØtable Len Norman and Senator Paul Routier who join me in thanking all of the departmental staff for their superb efforts throughout the year.

Senator Alan Maclean

Minister for Economic Development

2010 Annual Report

The success of the £550k stimulus funding marketing activity provided a double benefit for tourism in that not only did it produce the sales volumes which were so desperately needed, but it also showed that additional expenditure late in the season could achieve a very positive outcome.

The media breakdown for the additional advertising provided a £250k burst of national television which aired from the

1st July, national magazines with a budget of £89k during July and August, national press branding during July and August with a budget of £55k, a Classic FM radio campaign at £106k, and a direct mail campaign funded by the Jersey Hospitality Association valued at £50k.

The graph below shows the forward booking position as measured through the forward booking survey and clearly shows the improvement which took place as a result of the advertising campaign which commenced at the beginning of July.

At this time, forward bookings for Jersey s important peak period were looking weak compared to previous years. Room occupancy as at 1st July 2010 for the main season 2010 vs. 2009

Actual Occupancy

Actual room occupancy following the deployment of the additional campaign activity for the same 4 months provide a significant improvement when set both against the earlier position and when compared with 2009.

Achieved room occupancy for the main season 2010 vs. 2009

2010 in Focus

Luxury Jersey

During 2010 significant progress was achieved in the development of a relationship with the Luxury Jersey Hotel group which will lead to joint marketing in addition to promote the quality product of the members principally through the website. This is an initiative which is capable of further development and work is in progress to encourage other similar special interest sectors.

Industry Communications

Tourism Week, the electronic newsletter published by the Department has increased its circulation to more than 2k recipients and has become a very important and well received information tool across the industry. Further industry wide communications were undertaken through speaker sessions with expert sessions which included customer segmentation and electronic mailing. These proved to be extremely popular and were well attended.

Transportation

Jersey, in common with most other destinations, has a high level of dependency on its air and sea services. It is therefore of vital importance that routes are maintained with a significant effort being made to ensure that the network meets existing and future customer needs.

In 2010 a review of the Manche Iles service which operates from Granville and Carteret resulted in a new operator and a slightly reduced service, but one which was financially more viable for the Conseil de La Manche, who fund the operation. Most other ferry services operated as normal on both Northern and Southern routes producing an overall increase in passenger numbers of 3.3% and a very satisfactory 6% increase on the Southern route.

Air routes from Germany expanded with increased services by Air Berlin and Lufthansa from Dusseldorf and these are set to grow further as the German market continues to expand. The Paris air route continued to decline in the wake of competition from the sea routes.

From the UK, a new service from Bournemouth with BMI Baby unfortunately only lasted only a few weeks, but Jet 2 successfully operated a new Summer service from Blackpool. Overall, air arrivals were 1.8% down mainly as a result of reduced numbers from Heathrow and Gatwick.

David de Carteret

Director of Tourism & Marketing

Jersey Tourism Marketing 2010

The unprecedented global events in 2010 had a severe negative impact on the early marketing effort and bookings in the UK. Nevertheless, with the benefit of additional funding which enabled the Department to increase marketing during the summer months, and by working together with trade and accommodation providers, enquiries and bookings were boosted, in what was an exceptionally challenging year.

The timing of the main Summer campaign is critical; with the key holiday research and consideration period starting at Christmas and usually running for approximately 90 days before it peaks. Therefore, it is essential that Jersey is positioned as a holiday destination to core audiences at this time of increased opportunity.

The communications strategy for 2010 commenced in January with an outdoor poster campaign. This outdoor campaign consisted of 400, 48-sheet sites, which are the motorway-style posters and 250, 6-sheet sites. The sites were secured

on major roads leading to key UK departure points. This media had been tested during spring 2009 with great results.

However, despite these marketing efforts, the first half of 2010 showed a major decline until the TV campaign was launched, timed to start as soon as the football World Cup finished in July. In total, 12.2 million adults saw one of the Jersey TV commercials and performance in terms of programme access, peak delivery and centre break opportunities were high across the campaign.

To support the outdoor campaign and TV, a national press campaign was deployed with nearly 200 advertisements across 14 newspaper titles, with a further 44 ads appearing in 19 magazine and supplement titles such as BBC Countryfile, Coast and Lonely Planet, together with online and email campaigns, which together generated 1.2 million website visits to jersey.com.

One of the benefits of the recession has been the decrease in the cost of advertising. This enabled the budget to gain a greater presence in the market compared to other competing destinations, with Jersey being the 4th highest spending destination in the British Isles and Guernsey being in 6th place.

During 2010, Jersey Tourism launched a number of new initiatives aimed at supporting tourism partners. The speaker series proved very popular with keynote speakers covering topical subjects such as email marketing, how to segment and target customers and social network marketing. The positive feedback from these events has resulted in a further speaker series being planned for 2011.

The Department also held a Meet the Team event, giving tourism partners the opportunity to see and discuss both the planning and implementation of all aspects of the work and discuss how closer co-operation might be achieved , to enhance future marketing efforts. At the event, the new PartnerJersey programme was launched, a marketing support programme designed to provide affordable marketing access to all local tourism businesses.

2010 in Focus

Public Relations Activity - 2010

Jersey celebrated another successful year of editorial coverage in 2010, with campaigns undertaken primarily in the UK, Ireland, France and Germany. Other international activity was conducted principally with industry partners and VisitBritain, the national agency promoting incoming tourism to Britain.

A key element of the PR campaign is the facilitation of media to the island. In 2010 the team facilitated visits covering 161 print media, 20 TV and 8 radio productions and 40 web sites. Other international media visits included those from Switzerland, Belgium, Spain, Finland, Czech Republic, China, Japan, Norway, Russia, Israel, Brazil, USA and Canada.

UK

Seventy Seven was appointed to represent Jersey as the new UK PR agency at the beginning of the year, following an extensive review of public relations activity. The aims were to go beyond delivering some well-known truths about Jersey as a destination i.e. that it s clean, safe, scenic, relaxing.

A focus was to communicate a new sense of vitality about Jersey as an island delivering a clearer sense of brand Jersey by finding some unpredictable ways of delivering the well-known, to really get some cut through in media relations and add some more unexpected and less predictable layers of communications.

Activity was conducted nationally and regionally, with tourism industry partners, in conjunction with the main Jersey Tourism advertising campaign.

Summary of exposure

• 738 articles generated

• Advertising equivalent value £6,852,802

• 428,863,940 opportunities to see

• Cost per thousand opportunities to see £0.39

• 65% of all UK adults were reached by the coverage. The audience most reached was one of our key target audiences, empty nesters, those whose children have left home

On average, UK adult and target audience members were exposed to Jersey Tourism UK coverage 12 times;

• 43% with a core message

• 62% with a brand message

• 63% with a call to action

• 30% of all national coverage was strongly favourable; driven by photographs of Jersey s landscape

• 71% of strongly favourable national pieces featured a photograph

• 62% of coverage featuring an event was strongly favourable, compared to 21% in 2009. This also exceeded the average proportion of strongly favourable articles for all 2010 coverage, demonstrating the positive nature of event coverage

2010 in Focus

TV Coverage

Jersey received significant TV coverage again in 2010 which included:

• BBC One - Countryfile with 7 million viewers

• BBC One - The Apprentice winning team at the Atlantic

• BBC One - Saturday Kitchen Shaun Rankin and Mark Jordan

• BBC Two - Coast repeat of 2007 programme

• ITV - GMTV weather campaign

• Five TV - Gadget Show 1.4 million viewers

• Yesterday - The Channel Islands at War John Nettles occupation documentaries

• Satellite TV - PGA Golf

• Sky - Southern Softies

The Apprentice

Jersey Tourism worked in partnership with the Jersey s Atlantic Hotel on their TV initiative with this highly popular BBC One programme. Lord Sugar s prize for the week s winners was a VIP trip to Jersey which included a gourmet lunch at the Atlantic Hotel and low water walk to the oyster beds.

Coverage surrounding Jersey generated an advertising equivalent of £341,292. All of these articles were strongly favourable and featured the Gastronome s Paradise message with the local produce described as truly memorable Daily Telegraph Online.

Research has shown that people who take regular short break holidays are 3% more likely than the national average to tune into the BBC on a regular basis, showing that The Apprentice helped to maximize Jersey Tourism s exposure to potential holiday makers.

The Mail Online, documenting a journalist s trip following in the footsteps of The Apprentice winners, reported that Jersey is a little slice of paradise .

All print or online articles concerning the BBC s, The Apprentice TV show, featured photography, boosting the favourability for time out / indulgence coverage to 40% strongly favourable.

A further 80% of The Apprentice coverage included the www.jersey.com URL.

Weather Campaign

Jersey Tourism established that all too often, Jersey was missed off the national weather map - given neither a weather marker nor a temperature symbol. Even worse, when the map was panned across the country, to view the regions, Jersey was also left off. How could anyone know how fabulous our Jersey weather is?

The team calculated the total loss that this low awareness of our weather might be having on its tourism industry - potentially running into millions of pounds. Research established that Jersey was given a temperature marker in just 30% of forecasts and the local weather was mentioned specifically in just 5% of national forecasts. A campaign which was launched, calling for the island to be put on the map, gathered 1,100 signatures of support.

The media response to the campaign was phenomenal! In total, 136 articles appeared across the UK media. All were supportive of the call for Jersey s place on the map. Even the BBC covered the call for action with spokes people appearing on every national BBC radio station. Meanwhile, GMTV focused in on Jersey in their weather bulletins, giving us a dedicated forecast.

The weather campaign coverage accounted for 18% of all coverage for 2010.

On the BBC website, it was referred to as Sunshine PR success for Tourism .

97% of all weather campaign coverage delivered at least one message, with 83% of articles delivering more than one message. This significantly exceeds the average percentage of articles to deliver a key message across the leisure industry of 56% (source: Metrica).

43% of empty nesters and 37% of all UK Adults were exposed to Jersey weather messages, an average of 4 times.

The weather campaign boosted delivery of the Jersey s sunshine culture message, which featured in 62% of Jersey weather coverage, and consequently was the most prominent message in all coverage throughout the year, delivered in 39% of articles in 2010.

44% of coverage in the South East featured a Jersey brand message, five percentage points higher than the average for 2010. This was driven by the weather campaign and its claim that Jersey s sunny weather is not represented on British forecast maps.

The message was also boosted by positive summer reviews:

 With so much to offer and to explore, Jersey is a welcome break in a climate free from the hassle of Continental travel but with the sunshine associated with going abroad. Your Dover

The weather campaign won the National Chartered Institute for Travel Marketing Award for Best Domestic PR Campaign 2010 and was short listed for the UK Chartered Institute of Public Relations Best Consumer Campaign and Best Media Relations Campaign Excellence Awards.

France

The new Paris based public relations agency Jersey Tourism appointed in 2010, Agenda, achieved exceptional results. During the year 63 items were generated, totalling a readership of 95,427,597:

• Three TV programmes

• 35 on line articles

• 25 print articles

• National press 10

• Regional press 15

Highlights included items covering key product areas and subjects such as leisure cycling, quirky historic accommodation, Durrell, Jersey for families, Battle of Flowers, day trips and Fete de Noue.

Amongst the media titles were;

Voyage.aol.fr, tourmagazine.fr, La Manche Libre, Ouest France, Tour Hebdo, L Echo Touristique,

Le Figaro Magazine, Ouestfrance.fr, France Soir, Cotes d Armor, France 3, Madame Figaro, Les Inrockuptibles, L Express, Tele 7 Jours Jeux, La Presse de la Manche and Agence Bretagne Presse.

Tour de Bretagne

Jersey Tourism brought the Tour de Bretagne (TDB) to Jersey as part of its 2010 French and European marketing strategy.

The communications reach from hosting the event and the ongoing increase in French business was exceptional. 24,000 French visitors had stayed in Jersey by the end of July, an increase of 13.4% on 2009, spending £5.52 million while in the island, an increase in market value of 19% in one year.

The campaign achieved an advertising value equivalent of £280,000 ( 300,000) a return on investment of 4:1 on the £70,000 marketing budget and 75:1 on market value which included daily news coverage of the event France 3 TV.

The legacy of the event has extended to forging an alliance with Durrell as the race has adopted a gorilla as its mascot. Significantly the race has created a high level political entrØe at Regional level of Brittany, having attracted the personal visit of President Jean Yves Le Drean.

2010 in Focus

Germany

In Germany, where the direct destination adverting activity was limited to a national radio campaign and consumer newsletters, public relations play a major communications role.

Activity was conducted nationally and regionally, concentrating on catchment areas of direct seasonal and charter flights to the island, alongside joint travel trade promotions.

Results

• 908 articles were generated, an increase of 8% year on year

• Advertising equivalent value £5.26 million

• Circulation 61.5 million

• 153 million opportunities to see, nearly twice the population of Germany!

• The majority of the articles appeared in regional papers

• Around 12% were published in nation-wide publications; magazines, newspapers, radio, TV and on-line

• 73% of the total circulation, 44.6 million, has been achieved through nation-wide publications, 111.5 million opportunities to see the coverage

• The volume of articles from published press appeared in the months of March, May, July, with a peak in August featuring the Autumn Walking Week

• All publications in 2010 were extremely positive about Jersey

Key Stories

• 52% of all published articles featured the Autumn Walking Week

• 35% reported about the new publication of the German Island Guide

• 10% reported about the Battle of Flowers

• Others included gardens, the ITEX walk, sailing, kayaking and Durrell

TV broadcasts

Jersey reaped the benefits again this year from repeat broadcasts, plus some promotional trailers, for which we were only required to provide footage;

• WDR TV Fr hling auf Jersey (Spring in Jersey) a 10 minute broadcast produced by Andrea Tebart, during her visit in July 2003

• NDR TV Weltreisen: Jersey - Paradies im rmelkanal (Paradise in the Channel) a 30 minute film produced by Edith Heitk mper in May 2006, focusing on vintage cars and the beauty of the island. The broadcast attracted 50,000 viewers

• WDR TV Natur pur auf der Blumeninsel im Kanal (Pure nature on the blooming island in the Channel) produced by Klaus Bergner in August 2009. Broadcast on 18th May it achieved £ 1.18 million in advertising equivalent value

• Sonnenklar TV - Five 30 second trailers including Jersey coast, countryside, Mayfair Hotel, Durrell and museums - 2,000 viewers

• Hessischer Rundfunk- 30 minute broadcast about the Channel Islands with 110,000 viewers

Radio broadcasts

A number of radio features were broadcast including;

• INFOradio rbb featuring the Berlin flight and connections with Air Berlin via Dusseldorf

• In cooperation with the nation-wide radio station Klassik Radio Jersey was featured in a one hour broadcast plus competition - 2.9 million listeners

• In cooperation with Air Berlin, Jersey featured in a one hour radio broadcast including interviews in Antenne Dusseldorf and going on air in all Air Berlin airport lounges

• MDR radio Jersey - Bl hende Kanalinsel im Fr hjahr (Blooming island in Spring) included an interview with Kiki Mueller our German PR agent, recorded on ITB 2010

Product Development

Product Development has the primary objective of developing reasons to encourage new, and sustain existing visitor business to Jersey, to support the core values of Jersey s brand, enhance the visitor s on island holiday experience and increase on island spend.

The primary focus is on developing on brand activity mainly in the shoulder months which is attractive to visitors - both potential visitors and those that have already chosen to visit. Jersey has a reputation for being a very real and genuine place, a beautiful natural destination that is seen as precious and unique. The brand promise is that those who visit will be enriched by the experience that is Jersey.

There are currently five areas of work;

• Longer term product development

• Developing programmes of activity throughout the year

• Developing a programme of festivals and events

• Supporting external event organisers, and;

• Creating promotional opportunities including PR exposure

Long Term Product Development

Key product areas or tourism experiences include heritage, food, floral, walking, soft adventure/active, art and culture - products that Jersey has in abundance and which are of a really high quality.

The department has the objective of developing longer term products to drive new business to the island. A major area of development has been the walking product. Initiatives such as the implementation of the green lane network and investment in walking routes, guided walks and walking festivals has resulted in 33% of visitors participating in scenic walks (2008 Visitor survey).

2010 saw the development of a new Channel Island Way a 115 mile walk around five of the Channel Islands - Jersey, Guernsey, Alderney, Sark and Herm. This work will bear fruit in spring 2011 when the Way will be launched.

2010 in Focus

Annual Programmes of Activity

Each year programmes of activity are developed based on key tourism experiences. The aim is to expose a hidden Jersey to visitors so they can experience island life and get under the skin of the place. A good example of this is the guided walking programme which delivers over 300 guided walks per annum. The walks are the best means of exposing visitors to Jersey s heritage and culture including farm tours, occupation memories, food trails and access to private gardens and homes.

A development in 2010 was the Dawn and Dusk programme - a series of events that took place at twilight. These activities were quirky and unique and included an event at dusk at St Catherine s Breakwater, evening tours around Corbire lighthouse, Moonwalks on the East coast, ghost walks, sunset concerts and a concert at daybreak. The earliest activity was a Dawn Chorus walk with Mike Stentiford MBE at 4.30am with over 80 participants These activities were organised in conjunction with the National Trust for Jersey, local Blue Badge Guides and industry partners and were all very well received despite the time of day!

Over 40 local farm and craft markets have been staged at St Aubin and in the evenings throughout the Spring and Summer in Weighbridge Place. These provide animation, colour and activity and offer the visitor opportunities to purchase locally made artisanal goods and produce.

The programme includes the Howard Davis Park music programme and Jersey s entry into the Britain in Bloom event. In 2010, St Brelade won Gold in the European Entente Florale and Grouville was nominated in the Champion of Champions award - both extremely prestigious and which put Jersey very firmly on the international

and national floral stage .

Festivals and Events

Jersey Tourism s existing event strategy is to drive business throughout the year through a programme of festival and events linked to key product areas. Events showcase the products that are available year round and celebrate what Jersey has to offer.

The Product Team within Jersey Tourism organises Liberation Day, Gorey Fete de la Mer, the Spring and Autumn Walking Weeks, June in Bloom, Jersey in Bloom, the Black Butter event at the Elms in conjunction with the National Trust for Jersey and La Fete de NouØ. These festivals have been developed over the years, primarily in the shoulder months and are aimed at our target audience of 45+ higher spending couples.

Over 40 large events take place in Jersey each year.

Visitor Centre

2010 brought the visitor numbers in the centre back to equivalent figures for 2006 ie over 125,000 visits showing an increase of nearly 2,000 over the previous year and with them an increase in net income of retail items (approximately £80k).

£4k of goods were despatched from the Visitor Centre prior to visitors arrival after having seen either the main guide or the Shop On Line.

Sales of the Jerseypass through the centre were up by 26% on those of 2009 with an increase in value of sales of £20k and we also experienced visitors buying them in 2010 for use in 2011 as they were now confident in the value of the product.

The Conference Market

The conference and incentive market is one of the most competitive and competition has been intense. The economic climate affecting corporate events and the reduction in UK public sector events had resulted in large price discounting by venues in the UK provinces.

After an increase in 2009, due to several large forward booked association events, a reduction was anticipated. This was fairly minimal as residential conference delegates decreased from 9,241 in 2009 to 9,221 in 2010.

The number of events was 292 compared with 304 the previous year. The number of association delegates fell from 5,552 to 3,816. However the number of corporate delegates rose from 3,689 to 5,405.

The number of bed nights sold decreased to 33,363 from 38,097. This reduction is due to the difference in type of delegates. Association delegates tend to stay longer however their contribution to the local economy is not usually as large as corporate delegates.

2010 in Focus

Financial Report

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

1 Expenditure is calculated by using results from the 2007 Jersey Travel Survey and applying RPI increases/decreases.

2 Expenditure is calculated from a study carried out amongst language students to the UK and applying RPI increases/decreases.

3 Expenditure is calculated by using results from the 2007 Visiting Yachts Survey and applying RPI increases/decreases.

4 Expenditure is calculated by using results from the 2007 Jersey Travel Survey and research into conference delegate rates and applying RPI increases/decreases.

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

Appendix 12

Jersey Link - Jersey Tourism Central Reservations 2006-2010

BOOKINGS No. of No. of Value of  Value per VSC Web Total People Bednights Bookings Bednight

2006 January 51 354 405 908 3,317 £103,264 £31.13

February 54 368 422 961 3,707 £114,409 £30.86 March 119 468 587 1,321 4,641 £149,230 £32.15 April 153 402 555 1,267 3,992 £135,845 £34.03 May 181 441 622 1,364 4,743 £168,505 £35.53 June 207 446 653 1,328 4,443 £164,434 £37.01 July 286 507 793 1,712 5,964 £227,139 £38.09 August 320 401 721 1,559 4,739 £173,301 £36.57 September 231 250 481 928 2,724 £93,229 £34.23 October 101 234 335 664 1,937 £55,955 £28.89 November 75 167 242 442 1,257 £39,108 £31.11 December 34 127 161 327 1,138 £35,412 £31.12 Total 1,812 4,165 5,977 12,781 42,602 £1,459,831 £34.27

2007 January 51 369 420 967 3,392 £112,960 £33.30 February 77 413 490 1,111 4,291 £144,525 £33.68 March 81 515 596 1,332 4,718 £169,210 £35.86

April 124 470 594 1,327 4,233 £150,781 £35.62 May 165 610 775 1,648 5,428 £200,064 £36.86 June 190 531 721 1,510 4,923 £194,736 £39.56 July 190 520 710 1,561 5,104 £210,947 £41.33 August 209 472 681 1,428 4,539 £177,337 £39.07 September 194 305 499 956 2,806 £98,957 £35.27 October 76 209 285 609 1,769 £49,130 £27.77 November 44 121 165 333 957 £30,162 £31.52 December 13 68 81 173 575 £16,845 £29.30 Total 1,414 4,603 6,017 12,955 42,735 £1,555,654 £36.40

2008 January 39 291 330 702 2,822 £98,170 £34.79 February 35 362 397 932 3,575 £122,891 £34.38 March 48 326 374 810 2,888 £104,160 £36.07

April 45 365 410 898 2,910 £110,190 £37.87 May 91 445 536 1,096 3,649 £141,672 £38.82 June 115 429 544 1,148 4,016 £162,969 £40.58 July 156 420 576 1,238 4,004 £165,321 £41.29 August 161 384 545 1,122 3,415 £134,739 £39.46 September 104 205 309 589 1,584 £57,204 £36.11 October 39 115 154 307 814 £25,491 £31.32 November 20 86 106 204 589 £19,494 £33.10 December 22 69 91 178 454 £14,531 £32.01 Total 875 3,497 4,372 9,224 30,720 £1,156,832 £37.66

2009 January 22 230 252 573 2,615 £91,952 £35.16 February 31 303 334 750 2,684 £97,397 £36.29 March 32 336 368 836 2,930 £111,629 £38.10

April 83 402 485 1,081 3,825 £151,689 £39.66 May 94 471 565 1,210 4,158 £168,120 £40.43 June 94 459 553 1,185 3,921 £168,376 £42.94 July 100 502 602 1,269 4,251 £180,886 £42.55 August 113 455 568 1,172 3,396 £144,377 £42.51 September 110 262 372 733 2,068 £76,514 £37.00 October 19 125 144 288 806 £25,820 £32.03 November 16 88 104 193 589 £19,573 £33.23 December 22 69 91 178 454 £14,531 £32.01 Total 872 3,477 4,349 9,180 30,441 £1,145,546 £37.63

2010 January 9 204 213 484 1,954 £68,186 £34.90 February 17 240 257 579 1,925 £67,602 £35.12 March 28 414 442 999 3,338 £120,484 £36.09

April 50 394 444 1,045 3,156 £115,553 £36.61 May 65 346 411 894 2,787 £108,261 £38.84 June 88 419 507 1,070 3,352 £135,824 £40.52 July 115 582 697 1,492 4,601 £193,504 £42.06 August 104 438 542 1,193 3,079 £127,405 £41.38 September 71 257 328 641 1,682 £59,961 £35.65 October 19 120 139 313 792 £29,314 £37.01 November 12 102 114 223 657 £23,730 £36.12 December 13 55 68 124 329 £12,813 £38.95

Total 589 3,543 4,132 8,992 27,273 £1,049,322 £38.47 2010 vs. 2009 -32% 2% -5% -2% -10% -8% 2%

VSC = Visitor Services Centre, Jersey Tourism

Web = Jersey Tourism Website - www.jersey.com

N.B. This data is collated based on monthly reports. Any booking modifications made after the release of these figures will have slightly altered the actual achieved data that is reported on in section 5.1 of the report. The yearly totals above include the adjustments.

To receive notification of updated or new information, please visit and register at www.jersey.com/marketinginfo www.jersey.com/marketinginfo

2010 in Focus

Appendix 13

JerseyLink - Jersey Tourism Central Reservations

CRS Bookings 2001-2010 CRS - No People & Bednights 2001-2010

7,000 6,000 5,000 4,000 3,000

60,000 50,000 40,000 30,000 20,000

2,000 1,000 0

10,000 0

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

VSC = Visitor Services Centre, Jersey Tourism Web = Jersey Tourism Website - www.jersey.com

Value of Bookings 2001-2010

£1,800,000 £1,600,000 £1,400,000 £1,200,000 £1,000,000 £800,000 £600,000 £400,000 £200,000 £0

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

To receive notification of updated or new information, please visit and register at www.jersey.com/marketinginfo www.jersey.com/marketinginfo

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

2010 in Focus

Euro

2010 in Focus

Appendix 20

400 Sunshine Hours by Month

350

300

Last 5 yr. Average 250

200 2009

150

100 2010

50

0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Figures are recorded at Fort Regent

Monthly Rainfall

250

200

150 Last 5 yr. Average 100 2009

50

2010

0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Figures are recorded at St. Louis Observatory

Monthly Rain Days (0.2mm or more)

30

25

20 Last 5 yr. Average 15

10 2009

5 2010

0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Figures are recorded at St. Louis Observatory Source: Jersey Meteorological Department www.jerseymet.gov.je

2010 in Focus

Appendix 21

For further information visit

www.jersey.com

Jersey Tourism, Liberation Place, St Helier, Jersey JE1 1BB Tel: +44 (0)1534 448800 Fax: +44 (0)1534 448897 E-mail: info@jersey.com