Jersey Tourism: A Year in Review 2012.

Jersey Tourism

Jersey Tourism Annual Report

Contents

Foreword from the Minister for Economic Development  3 Jersey Tourism Annual Report 2012  4 Jersey Tourism Department Reports  7 Financial Report  17 Notes on Volume and Value Calculations  18 Summary of Top-Line Figures 2008-2012  19

1. Tourism Volume and Expenditure Estimates  20

1. Introduction  20
2. Total visitor estimates  20
3. Staying leisure visitor estimates  20
4. Visitors staying with friends and relatives (VFR)  21
5. Language students  21
6. Business visitors  21
7. Visiting conference delegates  21
8. Visiting yachtsmen  21
9. Leisure day trips  22
10. Visitor expenditure estimates  22
11. Tax revenue  23

2. Profile of Staying Leisure Visitors  24

1. Total staying leisure visitors by month  24
2. Party composition  24
3. Average length of stay  24
4. Region of residence  25
   1. UK  25
   2. France  26
5. MOSAIC profile of UK staying leisure visitors  26
6. Additional visitor profiling  27

3. Registered Bed Stock  28

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4. Accommodation Performance Indicators  29

1. Bed occupancy  29

1. Monthly bed occupancy  29
   2. Room occupancy  30
   3. Room vs. Bed occupancy  30

5. Jersey Link bookings  31

5.1  Jersey link bookings  31

6. Internet usage  32

1. www.jersey.com  32
2. Website usage  32

7. Employment in the hospitality sector  33
8. Passenger arrivals  34
9. Guide to data sources and notes  35
10. Appendices on www.jersey.com/marketinginfo  37

Appendix 1  Visitor volumes  37 Appendix 2  Breakdown of expenditure  38 Appendix 3  UK visitors by ISBA region  39 Appendix 4  French visitors by region  40 Appendix 5  MOSAIC profile – UK visitors  41 Appendix 6  Length of stay and average stay  42 Appendix 7  Travel and booking patterns  43 Appendix 8  Age group profiles  44 Appendix 9  Accommodation breakdown  45 Appendix 10  Bed space occupancy  46 Appendix 11  Room space occupancy  47 Appendix 12  Jersey Link performance  48 Appendix 13.1  Total arrivals  49 Appendix 13.2  UK arrivals  50 Appendix 13.3  Inter Island arrivals  51 Appendix 13.4  Continental arrivals  52 Appendix 14  Exchange rates  53 Appendix 15  Weather data  54 Appendix 16  Visitor registration card  55

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Foreword from the Minister for Economic Development

The tourism industry in Jersey performed well in 2012 against the background of external factors and difficult

trading conditions. In the UK, our main source market, several major events compounded the difficulty of operating with

the financial pressure which we and indeed all destinations have now been experiencing for a number of years. The Queen's Jubilee celebrations, the Olympic and Paralympic Games and the European Football championships were all major distractions which affected consumer holiday decisions and all occurred in short order during the early and mid summer period making trading conditions for the industry even more challenging than otherwise they might have been.

The final result for staying leisure visitors showed a decline in volume of 1.9% and an increase of 5.8% for staying business visitors. These figures contributed to an overall reduction in volume of 1.7% and an on Island expenditure of nearly £230m. Continental Europe produced a mixed performance with notable further growth in Germany of some 6% but a reduction of 8% from France. The Scandinavian region demonstrated some growth potential following the introduction of a charter series from Norway.

Europe however still presents Jersey with a significant growth opportunity which can be exploited if carriers can be persuaded to provide the direct transport links which are essential to market development. We will continue to support the new opportunities which are presented both with incentives to the carriers and with marketing support through the travel trade.

I sincerely hope that the measures which we have taken in 2012, including financial incentives to encourage more local people to work in the industry will be successful. This is important for the Jersey economy, and is also good for visitors who will benefit from engaging more with local residents during their stay.

The Tourism Department has continued to benefit significantly from the input by private sector representatives who

have contributed time, energy, and expertise to the Tourism Development Panel, The Tourism Marketing Panel and the Jersey Conference Bureau during the year. We are particularly grateful to those who have served in an honorary capacity

for the overall good of the industry. During 2013, involvement by the private sector members will be enhanced with the introduction of the Tourism Shadow Board whose first task will be to advise on the development of future strategy following the publication of the Oxera Economic Study and the Green consultation paper which was placed in the public domain during the Summer of 2012.

Jersey continues to provide many leisure activities and entertainments for visitors and local residents which are much appreciated as they increase the level of enjoyment to enhance the visitors stay and create reasons for them to come in the first place. These all help to supplement the natural attractions of our beautiful Island.

Many are provided commercially by the private sector organisations and often through the efforts of many volunteers

who give tirelessly of their time to benefit the Island. The International Air Display and the Jersey Battle of Flowers are both excellent examples of the latter and I would like to offer my sincere thanks to all who contribute to the success of these and other events.

The Industry in Jersey is diverse and interrelated and no one sector would be as successful 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 and the warmth of welcome which we consistently offer to our visitors.

I would like to take the opportunity of recognising the contribution of my two Ministerial colleagues, Deputy Carolyn Labey and Deputy James Baker who join me in thanking all of the departmental staff for their superb efforts throughout the year.

Senator Alan Maclean

Minister for Economic Development

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2012 Annual Report

Transportation

Jersey received 1.089m passengers through the Ports in 2012, of which 362k roughly one third travelled by sea and 726k by air.

As an island destination we are totally reliant upon the transport services and therefore significant efforts are made by the Ports of Jersey and Jersey Tourism to secure new services and to maximise the volumes of passengers generated.

There are however many external factors which affect the provision of these services which are outside of the control of the Island including Air Passenger Duty which has been steadily increasing thereby increasing the cost of air travel. Through Economic Development, investment has been made in the development of new routes in both the UK

and Europe where it has been necessary to provide stimulus to generate the new services.

Of particular note during the year were:

• The London group of airports accounted for 11,500 additional passengers due mainly to increases on London City and Southend.

• 50% of all air passengers arrive from the London catchment area.

• East Midlands and Manchester declined in the wake of the cessation of Bmibaby services.

• The closure of Weymouth harbour for remedial work had a significant affect on volumes by sea from the UK South Coast.

• The tour operator charter from Oslo opened the Norwegian market.

• German air figures were boosted by new charter services from Hamburg and Munich.

• France sea passenger numbers showed a decline for the second year in succession following strong growth in 2010.

Consultation results

An industry wide consultation was carried out in the form of a self completion questionnaire to enable a broad section of views to be gathered prior to the preparation of a new Tourism Strategy.

The following are the top line results which were received in response to the key priority questions. Priority 1

• 88% of all respondents believed that Jersey should be developed into a year round Staying Leisure visitor economy, 11% disagreed.

Specific policy responses

• 80% agreed that future strategies should be prioritised to grow the off peak season, whilst maintaining high season numbers.

• 96% agreed that the future event programme should be prioritised towards activity which will demonstrate ability to attract additional visitors.

• 71% agreed that all on Island events should be reviewed and that non essential investment should be redirected to the off peak.

• 83% agreed that all States bodies should be aligned to policies which develop a stronger year round visitor economy.

• 90% agreed that government should invest in partnerships and joint ventures with industry bodies to enhance off peak business.

• 91% agreed that Government should invest further in market segments which are not related to high season such as conferences and sports.

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Priority 2

• 89% agreed that increased value should be generated from the Staying Leisure Visitor Economy, 5% disagreed. Specific Policy responses

• 88% agreed that Government should identify and target a new proposition to attract higher value source market clients.

• 77% agreed that public sector investment should be aligned to the enhancement of quality of service which would result in higher productivity and revenues.

• 65% agreed that Governments future product investment be aligned to improving new or existing products rather than maintaining existing lower value products.

• 44% agreed that Government should develop policies to allow for lower value operations and or products to exit the market by encouraging future investment in new higher value activity, 36% disagreed.

• 78% agreed that Government should, through a business engagement programme, develop a tourism specific initiative to report on business performance.

• 67% agreed that Government's future route development be targeted to new higher value markets.

Priority 3

• 75% agreed that the number of locals employed in the sector should be increased, 12% disagreed.

Specific Policy responses

• 84% agreed that industry awareness and image should be developed in schools and colleges.

• 85% agreed that Government should improve employment gateways through traineeships and apprenticeships.

• 97% agreed that career progression should be achieved through a Hospitality Management programme.

• 91% agreed that an international exchange programme should be developed with an hotel group.

• 60% agreed that work should be undertaken with the population office to increase the percentage of locally qualified licences under the Regulation of Undertakings Law.

Priority 4

• 89% agreed that investments within the staying leisure visitor economy should be maximised, 5% disagreed. Specific Policy responses

• 79% thought that the Government's future public sector investment strategy should be targeted towards developing the Staying Leisure Visitor economy.

• 67% agreed that Government should embrace technology and digital advances and move away from paper and printed material.

• 86% agreed that the eligibility criteria of the Tourism Development Fund should be aligned to the priorities and policies of the new Tourism strategy.

• 67% agreed that Government should have more timely monitoring and reporting on business performance.

N. Europe and other emerging markets

Identifying and growing new source markets is a priority for the tourism industry in Jersey. However this is not easily achieved in a highly competitive industry in which consumer recognition can take both time and a significant investment. In Germany which is currently the best performing market in terms of growth the trade network has been in place for many years and consumer marketing has been undertaken on an annual basis.

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A key determinant of whether a market can be developed is the availability of convenient transport. New services into Amsterdam and Paris operating on a year round basis are crucial to market development within the Paris catchment area and in Holland and Belgium. The charter series which started from Oslo in 2012 is set to continue but all of these opportunities will require new marketing support if they are going to grow and be successful.

During 2012 Jersey made its first overseas marketing mission to one of the BRIC countries with a visit to China in association with Economic Development and private sector representatives. This was essentially a fact finding initiative which took advantage of Jersey Government investment in the country coupled with high ranking contacts. Work will continue in the Chinese market with a Chinese language website and through inviting trade contacts to the Island for familiarisation visits.

The Russian market has also been identified as having potential and a joint venture with a Jersey based ground handler is producing some early results in that market. It will be a slow development working through the channels of Visitbritain who provide a number of marketing opportunities in the region.

However the most likely area for future growth will be Northern Europe including Scandinavia where there is an existing brand awareness for Jersey and from which flying programmes are likely to be practical. Several years ago significant numbers of visitors were attracted from both Norway and Sweden and recent market analysis would suggest that there is some growth potential which could be exploited if resources could be made available.

The USA also has some potential for regular visitors to Britain who are seeking to explore further than the usual cities such as London and Edinburgh. In these new markets there is an option to work with the other agencies which are promoting the Island for finance and relocation.

Destination Jersey - Travel Trade Workshop

Destination Jersey was held over three days starting with a welcome dinner at the Jersey War Tunnels on Monday and concluding with a half day tour of the Island with lunch at the Radisson Blu Waterfront Hotel on Wednesday.

The Destination Jersey Workshop was held on Tuesday 15th May, with over 70 tour operators from Austria, Belgium, France, Germany, Netherlands, Norway, Switzerland and the UK and around 120 local suppliers participating in a total of 1,530 appointments. This proved an extremely effective event for tour operators to meet with key suppliers to develop programmes, receive prices, find new package suggestions, gather events information and discuss allocations.

There were also opportunities to develop working relationships throughout the three day event, whilst discovering the unique character of Jersey and its food and entertainment.

David de Carteret

Director of Tourism & Marketing

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Marketing Review 2012

Introduction

Planning the 2012 UK campaign had to take into account the massive impact that events can have on travel. As 2012 dawned, the UK media was full of British patriotism for the Queen's Diamond Jubilee in June, which included an extra bank holiday. The hype for London 2012 Olympics, the greatest show on earth, would dominate the summer, added to this, the European Cup Football Championship kicked off on 8th June.

The first hurdle was to plan and anticipate the media landscape, which was likely to have large swings in prices, as the major brands came into the market to capture inflated audiences due to these events. From the beginning of June, when the Queen's Diamond Jubilee celebrations ran, to the Euro 2012 final on 1st July, the audience would be distracted and advertising costs were expected to soar. This provided a window of opportunity until the Olympics started on 27th July.

These significant distractions and pressures were out of Jersey's control, but with every threat there is an opportunity. Some of the target audience were not interested in football or the Olympics and would want to get away from it all. The Olympic Torch Relay visited Jersey and offered a great national PR opportunity to put Jersey on the map.

UK Market

TV remains a primary medium for the UK campaign, as it is the most compelling tool to visually communicate the Island's key attributes. However, it requires significant investment, which had been made possible by re-allocating a proportion of the budget from press to TV advertising.

Building on a successful 2011 campaign, the 2012 TV campaign was further developed to include four Island ambassadors, enabling potential visitors to Meet the Locals' and learn about their love of the Island, experienced further through individual video clips of each of our ambassadors on YouTube.

Timing of TV activity remains as always a difficult decision, balancing the need to present Jersey to the audience as early as possible for customers to put the Island on their consideration list, with saving resources until later when customers are more likely to be booking. A schedule of TV activity was planned, providing a presence from January to April, using a 2 weeks-on, 2 weeks-off pattern. Due to inflated media costs, it was not possible to purchase airtime in May or June, but subsequently

in early July, prior to the Olympic Games, in order to boost late summer bookings.

Condor Ferries joined forces as part of the TV campaign. This increased buying power and as both ads ran during the same commercial break in key regions, both the Island and Condor Ferries benefited from an increase in awareness.

The overall reach of the 2012 TV campaign was 7.7 million ABC1 Adults, which was 89.9% of this target audience, down from 92.9% in 2011, with an average frequency of 9.1 times, down from 12.2 in 2011. Our overall TV coverage reduced by 2.8% compared to 2011, due to an increase in the cost of airtime, which subsequently reduced the campaign reach.

TV advertising was supported by a brand campaign in the national press weekend travel sections to increase frequency and exposure. This budget had originally been planned for a targeted magazine campaign, but was re-allocated to support the main season business, which was underperforming.

205 press ads ran in 2012 at a rate card value of £2 million providing a mix of travel display pages, weekend newspaper supplements and magazines including M&S Food and Your M&S. 202 joint partner ads ran at a rate card value of £228,000, using mostly national titles with partners choosing the Daily Mail and Mail on Sunday for 102 of these insertions, half of all joint advertising placed. Classified advertising in partnership with trade businesses increased, but investment into these subsidised marketing opportunities remained disappointingly low.

Press advertising remained good value, with lots of late deals becoming available during the year, in contrast to TV media buying. Even with a reduced budget, it was possible to increase press coverage, which led to the overall coverage increasing by 0.4%.

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As part of the social media communications plan, in June 2012 Jersey Tourism launched a month-long competition-led Facebook and digital campaign to target walkers and raise awareness of Jersey as a fantastic place for walking. To set the campaign apart and attract maximum attention, Jersey Tourism partnered with Merrell, the international outdoor clothing manufacturer, in addition to local partner brands. Through an integrated mix of activity, the campaign went on to deliver exceptional results in terms of community growth, engagement and visits to the Island. It achieved over 16,000 entries to the competition, over 2,600 email sign ups, almost 147,000 story impressions, a monthly engagement score of 9,343, 10,160 pieces of content shared and a 56% increase in Jersey Facebook users. 875 walkers attended Autumn Walking Week in September, spending over £400,000 while in the Island.

During the course of the year, a variety of emarketing activity was undertaken. This included:

• 9 destination and special offer emails, sent to the UK database of over 98,000 contacts.

• 2 walking emails to promote Spring and Autumn Walking Weeks, sent to the walking database of over 93,000 contacts.

• 1 email to promote La Fête dé Noué, sent to the Guernsey database of 900 contacts.

• 22 different industry partners took part in advertising using emails, some appeared in more than one email.

• 270,547 emails were sent by industry partners using the emailJersey platform.

Jersey Pass

Jersey Pass is in its fourth year of operation – a scheme designed to support the Island's attractions in one comprehensive marketing scheme. The scheme supported 16 attractions in 2012 and created nearly 31,000 visits.

• Total Passes Sold: 5,091

• Total Number of Visits: 30,611

• Total Number of Pass Days: 24,916

• Total Value of Passes Sold: £233,730

• Number of Visits per Day: 1.23

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Online UK Consumer Activity

1,362

2,895  5404 882,000 Views of Ambassador Guestlink Bookings Twitter Followers Emails Delivered YouTube Clips via

Augmented Reality**

160% 64.25%  145,000  20.16%

Increase in Mobile Devices New Visits YouTube Channel Views Average Click to Open Rate

Accessing jersey.com

Click to open rate is the number of click-throughs as a percentage of the total number of recipients who opened it.

* Launch of mobile site in latter part of 2012.

** Use of Augmented Reality Technology in National Press Campaign.

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Public Relations Activity

UK Market

The PR strategy was set to achieve coverage that would attract both more of the current consumption audience (made

up largely of ABC1 55+ UK adults, the audience for the largest proportion of UK advertising and marketing spend and the group who are currently most likely to travel to the Island) and the future growth audience (made up of a combination of ABC1 UK adults who have families and a younger group of 25-44 ABC1 UK adults). Results for the year include:

• Over 35 journalists visited the Island

• 695 pieces of coverage (97% favourable)

• Opportunities to see' number was 750,340,705 (up on 2011's 748,770,430)

• The target was 500,000,000

• Cost per thousand reached was £0.22 (improvement on 2011's £0.30)

• 70% of coverage included a call-to-action

• Highlights included coverage in:

• National Geographic  •  The Independent

• The Sunday Times Travel  •  The Financial Times

• Grazia  •  The Sun

• Olive  •  Metro

• 12 pieces promoted La Fête dé Noué  •  17 pieces promoted the Food Festival

• 84% of UK adults were reached by PR coverage in 2012, a 4% increase from 2011

The focus for the year was to up-weight quality press trips (i.e. reduce numbers but improve quality of journalists visited) and continue to communicate key messages and brand values. The opportunities presented by Jersey's event calendar were maximised, widening awareness of new openings and local attractions, by working collectively with partners.

German Market

The German market continued to perform well in 2012 and increased by 5.8%. Of the three major markets, the German market was the only one to increase business. During 2011 a perceptions survey was undertaken to check assumptions and performance of Jersey campaigns within Germany. Unprompted awareness of Jersey was 32%, with a further 7% stating that they would consider Jersey for a holiday in the next year. An astonishing 61% had heard or read something about Jersey, which is an exceptional result. More than half of those who had heard of Jersey stated that they want to go there'. The majority of holidays in Germany are booked with a travel agent.

The campaign was led by a very successful national radio campaign, and also featured prize competitions in partnership with airlines, online consumer advertising, email marketing and social media activities. With a limited campaign budget, it is vital to support this activity with a strong PR presence.

The radio campaign ran from the beginning of April until the first week of May, with 4 different 20" adverts, 2 of which targeted a younger audience. The campaign was designed to increase awareness and demand for Jersey and to promote departure points for direct flight charters. The campaign was national but up-weighted with extra local stations within catchment areas of departure points.

ITB Berlin featured as an important tool in the German business development efforts. ITB is the world's largest tourism exhibition with over 113,000 trade visitors and 172,000 consumer visitors. In 2012, Stand space was increased to accommodate more Jersey businesses who travelled to Berlin. The Jersey Tourism team had 32 trade meetings

with airlines and tour operators and 22 PR meetings with a range of television, radio and press journalists.

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20,000 copies of the Island Guide' in German were produced and provided to travel agencies and tour operators to help support their sales efforts, and also to introduce customers who have pre booked to activities in Jersey before arrival. 8,000 email contacts received the regular e-newsletter and 1,500 fans followed the German Facebook page.

Joint marketing activities are a key part of the strategy in Germany. Partnership marketing with major tour operators such

as DERTOUR, TUI Wolters, Wikinger Reisen, Globalis and Troll Tours, along with airlines such as Lufthansa and AirBerlin is a core objective. Activities included travel agent training, print and online media campaigns, prize competitions and trade enewsletters. A further opportunity was taken with AirBerlin to re-build a Jersey landing page on their website by writing

and editing copy and featured in the AirBerlin newsletter to 640,000 subscribers, when the new site went live. Assistance

was also provided to the carrier to produce and distribute 50,000 city cards with a raffle to win a holiday to Jersey, which attracted over 10,000 entries.

In the PR campaign, 7 individual press trips were invited and delivered and 12 press releases were issued to the German media. Two TV production projects, Cruise into happiness' for ZDF and NDR Northseareport' for NDR were filmed on location in the Island. During the year, PR activity achieved a circulation of over 8.14 million equating to 46 million reader contacts.

French Market

France, like the UK, suffered from the economic downturn in 2012. However, the severity of the government austerity measures led to public disquiet and uncertainty.

A presidential election was held in France on 22nd April 2012, with a second round run-off held on 6th May.

France's unemployment rate rose to its highest level in 13 years in 2012. The rise in unemployment to 10.2% was indicative of its weak economic position, as the country registered zero growth in 2012.

The Presidential elections dominated the media and minds of the audience. The May holidays in France are a key travel period for Jersey, which was severely impacted due to the French public not wanting to plan or book holidays until they had some certainty about the future. Added to this, was the worst weather experienced for many years, which led to major tour companies slashing prices to tempt customers to warmer destinations.

According to the 2012 Protourisme Survey, tourist activity decreased by almost 30% in some regions. French tourists were looking for sun, leading to very good tourist activity on the Côte d'Azur. Despite an excellent booking rate in Parisian hotels in the summer, tourist activity decreased by 10% in France compared to 2011. Our nearest neighbours in St Malo reported around 30% loss in footfall to the city, this in turn resulted in day trip and staying leisure visitor business also reducing.

The public relations effort in France resulted in Jersey Tourism securing a total of 66 articles for Jersey - 48% in print, 40% online and 12% on TV, reaching over 52 million readers/viewers.

The main highlights of the campaign were the special Jersey programmes broadcast on two regional TV stations, TV Rennes with Métropolitain, a 26 minute programme broadcast on 11th May, and France 3 Basse-Normandie with 5 short programmes broadcast from 16th to 20th July during the evening news.

In addition, two press visits in May and June resulted in excellent coverage in travel blogs L'Esprit du Voyage and Koming Up, both journalists publishing three articles each, with a strong focus on gastronomy and deluxe' or luxury accommodation in Jersey.

Print coverage included two press visits which took place in May and resulted in the best articles published in 2012. The first one was a 10-page feature about the Breton-Jersey relationships published in regional Breton magazine Armen. The second was a double page feature in national daily newspaper La Croix about walking, general tourism and Jersey Parishes, published early July.

As in previous years, the regional press, particularly Ouest France, was very supportive and published many articles about major events happening in Jersey throughout the year, following the various press releases issued.

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Jersey has developed a unique branding position in France based on research which demonstrated French attitudes to the Island. A campaign website which supports the branding at i-love-jersey.fr. New innovation was a key feature within the French marketing campaign and resulted in the production of a 1' 40" YouTube video clip to start the campaign and used a 30" cut-down version on catch-up TV', a French version of iPlayer and Cinema advertising. The video clip had more than 24,000 views during 2012 with great feedback.

A Jersey iPhone app in the iTunes store was launched which received 1,350 downloads and the Facebook page attracted nearly 9,000 Mentions J'aime (likes). The campaign used billboards as a main feature, with a phased approach of bus shelters and large format billboards.

The Department continued to work closely with the main ferry carrier and travel partners, specifically Condor Ferries to increase activity through a June campaign, in an attempt to win back business lost from April and May. Working together, a number of trade groups, including top selling Thomas Cook travel agents were hosted from the Paris region who visited a number of the Island's hotels and attractions.

Product Development

The Product Development team exists to create activities and events that drive new business to Jersey to enhance visitors' on Island holiday experience and where possible, increase on Island spend.

Its primary focus is to develop on brand' activity mainly in the shoulder months which is attractive to visitors – both potential visitors and those that have already chosen to visit. The brand promise is that those who visit will be enriched by the Jersey' experience.

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

Longer Term Product Development

Walking and cycling remain key areas of development and 2012 saw continued work on Cycle West' the Anglo/French cycling project funded by the EU.

The project manager, Isabelle Parfitt who is based within Brittany Tourist board, with representatives from the UK, came to Jersey for a technical visit at the beginning of the year. Two routes have been developed for La Petit Tour de Manche, a family route to Corbiere and a coastal route (77 km/48 m). Mark Porter, a journalist also came to the Island to develop copy for a specific Cycle Guide.

Meetings took place in St Malo, Cherbourg and Weymouth to review progress on the project and specific marketing activity. Annual Programmes of Activity

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.

The annual guided walking programme, in conjunction with the Jersey Tour Guides Association delivered a weekly programme of over 300 guided walks.

Farm and craft markets were staged in St Aubin and Weighbridge Place throughout the spring and summer and 2012 saw this activity extended to the Royal Square.

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The team managed the Howard Davis Park music programme and 2012 saw over 55 performances of live music, theatre

and film for visitors to enjoy. The team also co-ordinated the diary of Open Gardens throughout the year and Jersey's entry into the Royal Horticultural Society's Britain in Bloom' competition via the local competition Jersey In Bloom'. In 2012, six parishes entered the competition.

Festivals and Events

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

The Team organised Liberation Day, the Jersey Food Festival, the spring and autumn Walking Weeks, June in Bloom, the Black Butter event at the Elms in conjunction with the National Trust for Jersey and La Fête dé Noué. These festivals have been developed over the years, primarily in the shoulder months and are aimed at our target audience of 55+ higher spending couples.

New for 2012 was the introduction of Hidden Treasures' a new festival in which the National Trust, Jersey Heritage and the Société Jersiaise joined forces with Jersey Tourism to create an event to celebrate Jersey's heritage offering. The festival offered visitors free access to a wide range of properties and included unique events and activities. A highlight of the

event was the first public viewing by over 3000 visitors of the hoard of Celtic coins unearthed earlier in the year.

The team were also charged with delivering the public event at the Waterfront for the Queen's Diamond Jubilee celebrations where over 30,000 people gathered to watch live entertainment, a concert screened from Fort Regent,

a food fair and fireworks.

Another highlight was the arrival of the Olympic Torch to Jersey which was organised by Jersey Tourism. The Product team created an event at the Weighbridge where the official cauldron was lit and a formal presentation made. An estimated 20,000 people turned out to enjoy the occasion.

The walking festivals continued to deliver business to Jersey at very low costs and 818 visitors took part in the spring event with 720 participants in the autumn event.

The 2012 programme of events was delivered on time and despite bad weather especially in May for the Food festival attracted enthusiastic audiences.

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Visitor Services Centre

The customer facing outlet of Jersey Tourism experienced an interesting year during 2012 with major events taking place throughout the year to celebrate the Olympics and the Jubilee and whilst visitor numbers to the Island may have shown a slight decline, the percentage of those visitors coming to the centre remained static.

As a result of the above 2012 was a very productive year for the attractions who participated in the Jerseypass scheme

with an increase in online voucher sales of 120% however sales in the office were down by approximately 20%. This can be attributed to the online sales offer of a 20% discount on the pre purchase price of a 6 day pass. However, as a result of this year's trading, all of the attractions have already been contracted for 2013 and some other outlets have come on board

with special offers which makes the Jersey Pass an even more attractive proposition for visitors.

The Jerseypass was also given to the 100 Front of House staff who attended the Discovery Training Days at the beginning of the year. This enabled the new members of the industry to visit the participating attractions in their own time which then gave them the confidence to talk to their guests about the various attractions with confidence.

The emphasis for this year's training days was on the many events taking place to celebrate both the Olympics, the Diamond Jubilee, the discovery of The Hoard', together with launching the Jersey Food Festival, an event which is expected to grow and become an annual addition to the calendar. Again the participants were motivated and enthused by team members

from the Visitor Services Centre, Product Development and Marketing teams and we were delighted to see some old faces' attending as they commented that they had found the days to be an invaluable training aid for the new season each year

and they always learnt something new!

Chelsea Flower Show

March 2012 was also notable for a last minute invitation to the Chelsea Flower Show. We were invited to join the teams from both the Jersey Farmers Union and St Helier Parks and Gardens who were exhibiting, to act as a support team to distribute tourism information at this prestigious event which welcomed 157,000 visitors.

We were delighted to be in Chelsea when the Farmers Union won Best in Show and St Helier Parks and Gardens won Silver Gilt and to be on the stands when so many visitors came to tell of their previous visits to the Island and also wanting current information to plan their next visit. Having trained personnel on the stands was vital in the promotion of the Island.

Battle of Flowers

Once again the staff from The Centre were able to assist the Battle of Flowers association with ticket sales through an outlet in Liberty Wharf and also trained the staff that were then selling in the second outlet at Marks & Spencer. This is always a challenging but enjoyable time which resulted in ticket sales through our office of approximately £70,000. This may change in the future with the onset of online ticketing but the event will still be promoted in The Centre as usual.

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Accommodation Sales

The online booking system for accommodation providers generated over £830k of sales. This was a downturn in actual bookings on the previous year however it was noted that the yield per booking had increased. By the end of the year 129 properties were connected to Guestlink and plans are in place to expand the usage of the NVG product to include conference booking ability and retailing online.

Jersey Conference Bureau

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.

The number of staying delegates decreased by 32% to 6,332 from 9,326 delegates in the previous year. The number of events was similar at 257 events compared with 258 the previous year.

The number of association bednights decreased by 26% to 15,607. The number of corporate bednights decreased by 56% to 6,216.

The number of bednights sold decreased from 33,830 to 21,823.

The Jersey Conference Bureau is operated as a Public, Private Partnership with the majority funding being provided by the Economic Development Department. 2012 industry input to match funding initiatives was £13,095 with 10 industry suppliers involved in match funding projects. Overall industry financial support, including partnership fees, was £45,288. This is a decrease from £99,563 in 2011 of 55%.

Further information can be obtained from www.jerseyconferences.com

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Financial Report

Note: The above figures include direct salaries and an allocation of Economic Development Department (EDD) overheads.

Key Financial Results

Total revenue expenditure for 2012 was £6,355 a decrease of £266k (-4.0%) compared with 2011.

Corporate expenditure increased by £107k (-17.0%)

The increase in Corporate Strategy and Policy expenditure was mainly due to an increase in route development (97k).

Communications expenditure decreased by £17k (-0.5%)

There was an increase in Product Development (£88k) mainly due to additional events including the Diamond Jubilee and the Olympic Torch.

This was offset by a slight decrease in Marketing and Distribution mainly due to a reduction in mailing costs.

Market Development expenditure decreased by £356k (-6.8%)

There was a slight reduction in Consumer and Media Relations overheads and staff for 2012 (106k). There was also a reduction of trade relations partnership advertising (136k) together with more favourable terms for European advertising costs (£40k).

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SUMMARY OF TOPLINE FIGURES 2008 - 2012

2009 Jersey  2012 Jersey Travel Survey Travel Survey

2008 2009 2010 2011 2012 2012 vs. 2011

On-Island Visitor Expenditure £234 million £221 million £225 million £231 million £227 million -1.6% On-Island Visitor Expenditure Reflated to 2012 levels £265 million £244 million £244 million £238 million £227 million -4.4%

Total Tourism Visitor Volume 726,400 680,800 690,100 699,900 688,300 -1.7%

Total bed nights sold over year 2.03 million 1.77 million 1.73 million 1.77 million 1.70 million -4.1% Total room nights sold over year 1.00 million 0.86 million 0.90 million 0.93 million 0.89 million -3.6%

Staying Leisure Visitor Volume 362,300 338,500 335,500 339,700 333,200 -1.9% Staying Leisure Visitor Average Stay 4.4 4.4 4.3 4.3 4.3 -1.4% Staying Leisure Visitor On-Island Expenditure £157 million £148 million £151 million £159 million £159 million 0.2% Staying Leisure Visitor On-Island Expenditure Reflated to 2012 levels £178 million £164 million £163 million £163 million £159 million -2.6%

Staying Business Visitor Volume 69,700 57,700 66,100 66,500 67,200 1.1% Staying Business Visitor Average Stay 2.3 2.3 2.4 2.3 2.2 -2.2% Staying Business Visitor On-Island Expenditure £24 million £20 million £24 million £23 million £23 million 0.0% Staying Business Visitor On-Island Expenditure Reflated to 2012 levels £28 million £22 million £26 million £24 million £23 million -2.8%

Staying Conference Visitor Volume 9,200 9,200 9,200 9,300 6,300 -32.1% Staying Conference Visitor Average Stay 4.0 4.1 3.7 3.6 3.5 -5.0% Staying Conference Visitor On-Island Expenditure £5.4 million £5.4 million £5.3 million £5.2 million £3.2 million -37.5% Staying Conference Visitor On-Island Expenditure Reflated to 2012 levels £6.2 million £6.0 million £5.7 million £5.3 million £3.2 million -39.3%

Day Trip Visitor Volume 143,200 134,500 140,100 145,900 149,300 2.3% Day Trip Visitor On-Island Expenditure £7.6 million £7.4 million £7.9 million £8.5 million £8.9 million 5.1% Day Trip Visitor On-Island Expenditure Reflated to 2012 levels £8.6 million £8.2 million £8.6 million £8.7 million £8.9 million 2.1%

Hospitality sector jobs [1] 6,110 6,060 6,040 6,320 6,320 0.0% Registered accommodation establishments 145 142 141 143 140 -2.1% Registered tourism bed spaces [2] 12,800 12,000 11,900 12,000 11,800 -1.5% Total bed nights available over year 3,485,600 3,345,500 3,265,400 3,284,100 3,322,000 1.2% Average yearly bed space occupancy 58% 53% 53% 54% 51% -5.1% Average yearly room space occupancy 65% 58% 61% 62% 60% -4.1% August bed space occupancy 83% 81% 83% 82% 78% -4.1% August room space occupancy 87% 82% 91% 88% 85% -4.1% Total booking revenue generated by JerseyLink £1.2 million £1.1 million £1.0 million £1.1 million £0.8 million -24.4% Total visits to www.jersey.com [3] 920,300 1,287,700 1,451,900 2,025,700 2,249,300 11.0% For reflating previous years, Jersey's September RPI (X) figures have been used.

2 Includes hotels, guest houses, self catering, hostels and campsites registered with Jersey Tourism. 3 Source: Google Analytics.

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