Jersey Tourism Annual Report 2013

Jersey Tourism

Some Interesting Figures from 2013

www.jersey.com

R.105/2014

Some Interesting Figures from 2013

There are 10 visitors to Jersey for every local resident.

2.27million+ VISITORS TO

WWW.JERSEY.COM

SGIENRCME A2 N0 0SP9 EAKING 100k MARKETS, HAVE  Visits to friends and relations

GROWN EVERY  

YEAR FROM

11,890 TO 149k + 18,360 Day trip visitors in 2013

1THE A1VERAGE  J1ER,S3EY RECE64 IVED TIMES 90% OF PIECES

NUMBER OF

ABC1 ADULTS OF PR SAW THE

UK CAMPAIGN COVERAGE

LEISURE VISITORS LENGTH OF STAY HAS BEEN STATIC FOR THE PAST 4 YEARS AT AN AVERAGE OF 4.3 NIGHTS

£228m visitor spend

Visitors spend £228m. in Jersey providing GST receipts of over £11m

J2ERS0EY HA7 D MEDIA VISITS

IN 2013

Jersey Tourism Annual Report

Contents

Foreword from the Minister for Economic Development  3 Jersey Tourism Department Reports  6 Financial Report  23 Notes on Volume and Value Calculations  24 Summary of Top-Line Figures 2009-2013  25

1. Tourism Volume and Expenditure Estimates  26

1. Introduction  26
2. Total visitor estimates  26
3. Staying leisure visitor estimates  26
4. Visitors staying with friends and relatives (VFR)  27
5. Language students  27
6. Business visitors  27
7. Visiting conference delegates  27
8. Visiting yachtsmen  27
9. Leisure day trips  28
10. Visitor expenditure estimates  28
11. Tax revenue  29

2. Profile of Staying Leisure Visitors  30

1. Total staying leisure visitors by month  30
2. Party composition  30
3. Average length of stay  30
4. Region of residence  31
   1. UK  31
   2. France  32
5. MOSAIC profile of UK staying leisure visitors  32
6. Additional visitor profiling  33

3. Registered Bed Stock  34

4. Accommodation Performance Indicators  35

1. Bed occupancy  35

1. Monthly bed occupancy  35
   2. Room occupancy  36
   3. Room vs. Bed occupancy  36

5. Jersey Link bookings  37

5.1  Jersey link bookings  37

6. Internet usage  38

1. www.jersey.com  38
2. Website usage  38

7. Employment in the hospitality sector  39
8. Passenger arrivals  40
9. Guide to data sources and notes  41
10. Appendices on www.jersey.com/marketinginfo  43

Appendix 1  Visitor volumes  43 Appendix 2  Breakdown of expenditure  44 Appendix 3  UK visitors by ISBA region  45 Appendix 4  French visitors by region  46 Appendix 5  MOSAIC profile – UK visitors  47 Appendix 6  Length of stay and average stay  48 Appendix 7  Travel and booking patterns  49 Appendix 8  Age group profiles  50 Appendix 9  Accommodation breakdown  51 Appendix 10  Bed space occupancy  52 Appendix 11  Room space occupancy  53 Appendix 12  Jersey Link performance  54 Appendix 13.1  Visits to www.jersey.com  55 Appendix 13.2  Visits to www.jersey.com by country  56 Appendix 14.1  Total arrivals  57 Appendix 14.2  UK arrivals  58 Appendix 14.3  Inter Island arrivals  59 Appendix 14.4  Continental arrivals  60 Appendix 15  Exchange rates  61 Appendix 16  Weather data  62 Appendix 17  Visitor registration card  63

Foreword from the Minister  for Economic Development

The main features for which the 2013 season will be remembered are the recovery which took place as the weather improved in June as UK consumers responded to better economic news following years of low confidence, which had been affecting tourism to Jersey as well as other destinations.

Our statistics provide a mixed picture with a reduction in staying leisure visitors from the UK and Ireland and increases from a number of European source markets such as Germany, Switzerland and France. Overall the value of on-Island spend by visitors matched the 2012 levels at nearly £228m.

As the dominant source market for Jersey, the performance in the UK is always going to have a strong impact on the final result , and therefore the improvement in that economy can only be good news for Jersey going forward. Analysis of statistics showing UK resident trips abroad shows that in 2013 some 58.03m Britons travelled, still significantly down from the 69m.who travelled in 2008 before the effects of the recession started to impact. Jersey , despite some loss in volume has clearly fared more favourably than many other destinations during that 5 year period.

It is pleasing to note that increases were once again achieved in France, our nearest market after a poor year in 2012 when the coastal area of Brittany and Normandy had suffered from poor weather and the French recession. Germany continued to grow for the fifth year in succession reaching 14k. visitors with an average spend of over £800 per person.

Overall whilst the visitor economy has perhaps not been flourishing during the years of economic downturn we should take comfort from the fact that our market share has remained constant and that the industry is now in good shape to seize the growth opportunities which will no doubt emerge with an improving economic situation in the UK .

Longer haul markets such as China and Russia also have potential, particularly if trading links are opened for financial and other services with the Island which can support the tourism offering.

One local handling agent is already promoting Jersey

in Russian speaking markets, resulting in increasing numbers from the Ukraine region and a website has

been developed in Mandarin in preparation for increased numbers of Chinese who will be attracted to Britain once visa restrictions are eased.

However for new overseas markets be developed there

is more than just the travel package to be considered, and whilst Jersey has many attractive attributes with which to attract new clients there are also considerations of itinerary planning, language and guiding skills and tax rebates to be considered if we wish to be competitive .

During 2013 the Island has once again benefitted from a varied and comprehensive events programme which has provided animation and entertainment for both our local residents and visitors. Many events such as the Battle of Flowers and Air Display are only made possible because of the hours of voluntary work which are undertaken by the many who give their time and expertise and to whom we extend our since thanks. I would also like to include in this the honorary police and others who are such a necessary component of our outdoor event programme.

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

Senator Alan Maclean

Minister for Economic Development

In the medium term a significant opportunity for Jersey lies in Europe and Scandinavia where there is an awareness of the Island and increasing demand for shorter holidays and more frequent breaks.

However breaking into these markets will require direct flights connecting Jersey on a point to point basis including some midweek connections to increase short stay options. For these new potential markets to be developed and sustained further investment will also be required in consumer marketing and trade support. These actions are likely to require investment from the industry as well as Government to build a partnership approach which will also require input from the Ports of Jersey in facilitating new air services.

Jersey Tourism continues to invest significantly into the UK market, the main source of tourism to the Island.

In addition to the impact on market development

this investment also protects and supports route development of the essential air and sea links so important to island life. However, the UK market is highly competitive, with many new emerging destinations increasing consumer choice. The continued march of low-cost carriers opening new European routes and cut- price sunshine' destinations, along with deep discounting including in the burgeoning cruise market, presents many challenges for Jersey as a holiday destination.

Whilst these challenges exist, it should not be forgotten that Jersey is a fantastic holiday destination, with a superb selection of travel and accommodation options and an ever-increasing number of trade partners offering packages. The beautiful natural environment, together with unique attractions such as Durrell Wildlife and the Jersey War Tunnels, leaves Jersey perfectly placed as an island getaway.

This natural environment and rich history also provide great opportunities within European markets for growth, principally in France and Germany. France still has ongoing economic pressures but 2013 saw French staying leisure visitors grow by 2% which was above the tourist trend in the west of France from which

the majority of French visitors arrive.This growth was achieved following a significant marketing effort with carriers. Jersey suffered a period of negative press as

a tax haven during the year, following the discovery of a key French politician investing in Jersey to minimize his tax in France. France also blacklisted Jersey as a tax haven for a period, which led to the island needing to defend its position until the blacklisting was lifted.

Germany has the strongest economy in Europe and continued efforts with German trade partners have encouraged 5 years of constant growth and a consequent improvement in market value.

Increased resources were placed into Europe, including the appointment of a PR partner in Amsterdam, following the launch of a new direct air link to the capital in early 2013. However, it was disappointing that the Dutch market for leisure visitors reduced during the year, impacted by the loss of the weekend direct charter flight service from Rotterdam.

Following various trips to China by the Economic Development (ED) Minister and ED Officers, China has been identified as a growth opportunity. A partnership has been developed with a trade partner and work has begun on a Chinese information website and a Chinese leaflet was produced in Mandarin for the first time.

6

UK Market

In 2013 UK visitor volume declined by 3.1%, spend per visitor increased by 2% and the value of the market reduced by -1%. This is only the second year that the overall value of the UK market has declined although perhaps not surprising following 5 consecutive years of economic difficulty in the UK. Overall GVA performance for the hotels , restaurants and bars sector grew by 3%, the only sector to show any growth in 2013 in Jersey.

The Industry has been fortunate that tourism marketing budgets have not been significantly reduced despite reduction in other areas of Government. This has enabled the deployment of a strategy to maintain the highest level of investment into TV marketing throughout the global recession, when many competitors have reduced marketing investment.

It is well documented that brands that increase

or maintain advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during buoyant economic times. Uncertain consumers need the reassurance of known brands and with more consumers at home watching television, higher than expected audiences were delivered from the TV campaign at lower cost-per-thousand impressions.

For the longer term, excellent foundations have been laid upon which to build through consistent messaging through well targeted campaigns to key audiences.

TV remains a primary medium for the UK audience; it is the most compelling tool to visually communicate the island's key attributes.

TV delivery has been increased by 17%, maintaining investment at a consistent level. As a result, higher than predicted audience levels, coverage and frequency were exceeded across all stations and regions.

Jersey Tourism continued to use the Meet the Locals' theme from 2012 into 2013, to gain additional leverage and return on investment from the TV advertising. The campaign included four island ambassadors, enabling potential visitors to learn about their love of the island, experienced further through individual video clips of each of our ambassadors on jersey.com and YouTube.

A pattern of TV activity provided presence from Christmas 2012 to May 2013, using a 2 weeks-on, 2 weeks-off pattern. This was subsequently extended to include July, providing a late summer boost. The broad target market of ABC1 Adults, 21.4 million people were reached on TV, providing an average opportunity to see of 9.1 times. (81.8%).

11TOABC1 ADULHE AF TIMEVERS A90%GTSE N OSUAMBER FW  

THE UK CAMPAIGN

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.

TV was supported with magazines and national

press, to increase frequency of exposure. The press market remained depressed, enabling an increase in frequency which achieved a saving of 76% against

rate card prices. Branding press reached 6.7 million of Jersey's primary market an average of 6 times. With TV and Press combined, the UK campaign reached an estimated 90% of ABC1 Adults market, who on average saw the advertising 11 times each, this excludes the extra frequency generated by our co-funded partner opportunities.

The distribution of pureJersey and stayJersey publications was supported by a dedicated brochure response campaign, from January through to April. Brand advertising was also supported through a range of digital activity.

In addition to daily posts on Facebook and Twitter, month-long social media campaigns were run promoting key product messages ran May/June and November/ December, to increase engagement amongst Jersey Tourism's 30k plus Facebook community.

Jersey Tourism was shortlisted for Best Use of Social Media' in the 2013 Travolution Awards, together with travel heavy-weights P&O Ferries and TUI UK & Ireland (First Choice). Jersey Tourism was also shortlisted for Best Use of Media' at the CIM Jersey Awards.

Search engine optimisation [SEO] and pay per click [PPC] activity continued throughout the year via Google and Bing, with campaigns run through Microsoft (msn) and Tribal Fusion/Exponential in February/March. Banner display advertising similar to Google activity was used

to extend the reach of online marketing across different networks, targeting the Top 5 Mosaic groups.

Throughout the year, 18 enewsletters were sent to selected warm' Jersey Tourism database contacts (over 120,000), which had either expressed an interest in visiting Jersey or had visited. enewsletters focused on the unique aspects of Jersey that appeal to key audiences, combined with partner offers to communicate value and encourage conversion from enquiries to bookings.

Brochure response and product-specific emails, including walking, were sent to selected contacts at key times of the year, in addition to the industry-focused enewsletter Tourism Week', distributed each Friday.

Jersey Pass

Jersey Pass was promoted  

for the fifth consecutive  The mor... the more ye you do & seeou'll save year and proved to  The Jersightseeing csey Pasars is an island-wide d that lets you make

the most of your trip to Jersey.

be popular with both

consumers and the  

industry. The scheme is  Durrell Wildlife Conservation Trust

designed to support the

Island's attractions in one  What are the Benefits?

comprehensive marketing FREE Entry t De Loads of Special Offtailed Guide Booko the Top Aers ttractions scheme. The scheme  

2013 PASSES AVAILABLE FROM APRIL

**price per person for consecutive days

supported 16 attractions

The complete sightseeing package

Available from Jersey Tourism Visitor Centre, Liberation Place, St Helier as well as top attractions and hotels.

in 2013 and created over  20,000 visits.

For further information or to pre-book 2013 passes visit jersey.com/jerseypass

*based on 4 and 6 day passes

• Total Passes Sold: 3,285

• Total Number of Visits: 20,547

• Total Number of Pass Days: 15,203

• Total Value of Passes Sold:  

  £161,596.00

• Number of Visits per Day: 1.35

Trade Support

Booking patterns show that 61% of visitors claim to have booked via a tour operator, the third successive year this volume has increased and a 13 point increase over the 3 year period. This demonstrates the reliance of the Jersey industry on trade partners to deliver customers.

It is therefore important that ongoing investment into trade support for tour operators be maintained. This support has seen significant investment into 50/50 marketing trade support, partnership advertising opportunities, as well as opportunities to attend exhibitions.

Jersey Tourism attended trade and consumer exhibitions throughout the year in the UK and Europe, including World Travel Market, ITB in Germany and Vakantiebeurs in Holland.

Jersey Tourism worked with hoteliers on jointly funded seasonal campaigns to drive incremental business during the summer and autumn, using direct mail, email, social media, press and online advertising.

Tactical price-led offers featured in national press classified sections, supported through 50/50 joint marketing funding with tour operators and through Jersey Tourism's partner marketing opportunities programme.

During the Rugby season, Jersey Tourism worked with the industry to support bookings for the home matches for the Jersey Rugby Club, featuring a dedicated page on jersey.com and with regional press ads in the regions from which visiting supporters were coming.

Towards the latter part of the year, Jersey Tourism worked with the industry to support Tennerfest, featuring a dedicated area on jersey.com, supported by Google and Bing PPC, Facebook ads, social media mentions and banners across jersey.com.

Jersey Tourism supported the promotion of La Fête

dé Noué (Christmas Festival) in Guernsey, featuring a dedicated page on jersey.com, radio campaign, press ads and online banner ads, supported with a competition to win a 2 night break to Jersey from Guernsey. Partners included Condor Ferries and the Royal Yacht Hotel.

Overview

PR activity was conducted primarily in the key markets of the UK, France and Germany where PR agencies are employed. A new agency was appointed in the Netherlands in August and the Department worked alongside trade partners in other European markets and worldwide in conjunction with VisitBritain.

Media visits

A key element of the PR activity is to facilitate visiting media and supporting journalists with press packs, itineraries and, when appropriate, guiding services along with travel and accommodation support. Broadcast media are a priority and support was provided for 10 UK TV crews.

Germany UK Print

TV

France

Total visits by country Total visits by media type

* Other - includes visits from Austria, Belgium, Denmark, Switzerland, Portugal, China, Dubai and the USA.

Media coverage

Media coverage is achieved in conjunction with partner PR activities. The amount of coverage achieved is summarized as follows;

Broadcast coverage is a key component of the PR activity, with programmes aired in the UK, France and Germany, as follows:

UK Ten TV & radio programmes including:

•BBC One - Antiques Road Trip

•BBC Two - Coast, Hairy Bikers and Ice Age & Mammoth •ITV 1 - Ade in Britain and Hungry Sailors

•Channel 4 – Time Team

•BBC Radio 4 – The Reunion

France Two TV programmes including: •Thalassa /France 3 National on the sea

•ARTE TV German-French TV – Cuisine des terroirs (cooking programme)

Germany Two TV programmes including: •NDR - Mare

•ARTE - Zu Tisch

French Market

The main objective was to build upon existing awareness of the destination and to give immediate and compelling reasons to visit, focusing on the British eccentricity which appeals to the French market.

The campaign concentrated on the key area of the West of France, but also supported the new direct air link from Paris. A unique creative concept was developed for the French market, with very strong partner support. The general situation in France was described as gloomy' and as a result, the creative was adapted to provide reasons

to escape for absolutely fabulous weekends', providing a more immediate promise of a British escape.

The main target audience of couples aged 45+ with

dual income, no children, and AB1's with high disposable income. According to research, key spending for this target group list travel and tourism as the number one main household spend. This group of young senior people generally like to travel in France or close to France.

Key to the communications strategy was a successful billboard campaign in the West of France, supplemented

by a direct mail campaign. This was sent to a 3rd party database reaching 30,000 high-income people in the regions of Bretagne, Basse Normandie and Pays de la Loire.

A small press campaign was employed , buying full page space with high-end magazines Elle, Madame Figaro and Figaro Magazine in the Pays de la Loire, Bretagne, Normandie and IDF regions. IDF is considered the wealthiest and most populated of the twenty-seven administrative regions of France.

The digital effort in France utilised the i-love-jersey' campaign-led website, along with social media, SEO and PPC. This website links into Jersey.com/fr which contains more destination information. Social media is considered to be an effective way to interact and introduce all that Jersey has to offer and this will be developed further through the French Facebook community of over

13,500 followers.

Online UK Consumer Activity Jan – Dec 2013

2,266  7,400 2,031,004 280,091

Guestlink Bookings Twitter Followers Emails Delivered web visits via tablet

66.63%  85,476  20.22* 125,198

New Visits YouTube Minutes Watched Average Click to Open Rate web visits via mobile

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

2.27million+ VISITORS TO

WWW.JERSEY.COM

Product Development and Events

Product Development Team

The Product Development team within Jersey Tourism 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 (including the local domestic economy).

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

There are currently four areas of work for the team;

1. General product development
2. Developing a programme of activity throughout the year
3. A Festival and events programme
4. Supporting external event organisers.

Subsidiary activity includes managing the content of www.jersey.com/events, animating ports of entry and other areas of the island and producing supporting documentation, print and promotional materials. The team currently provides the What's on' publication's diary content.

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 team has the objective of developing longer term products' to drive new business to the island. Examples include developing the island wide cycle network, amending marriage laws and the development of

the active' product for example. A major area of development has been around the walking product. Initiatives such as the creation of the Channel Island Way, walking festivals and development of off and on- line walking routes and trails has contributed to a third of staying leisure visitors participating in scenic walks with a further 2.63% taking part in the guided walking programme.

In 2013 the team worked on an EU project Cycle West' with partners from the UK, Normandy and Brittany to develop the Tour de Manche' cycle routes from France to the UK via Jersey (Petite Tour de Manche'). The aim of the project was to encourage staying leisure visitors to cycle around the south

west of England, northern France and Jersey. The project included the development of a family route and a coastal cycling route which will be marketed

on line (via Sustrans and British Cycling and tourism websites, France Velo Tourism etc.,) and in two newly commissioned guide books; one in French and one in English. Technical meetings took place in Roscoff, St Malo and Cherbourg with partners and technical and editorial visits were hosted on island.

The island wide cycle network way marking signs were updated and replaced (circa 700).

90 %

90 %

Annual Programmes of Activity

Each year the team develops a programme of activity 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 is the guided walking programme which delivers nearly 400 guided walks per annum. The walks focus on exposing visitors to our heritage and culture including farm tours, occupation memories, food trails and access to private gardens and homes.

To promote Genuine Jersey and other local products, 40+ local farm and craft markets have been staged at St Aubin and in the Royal Square. These provide animation, colour and activity and offer the visitor opportunities to purchase locally made goods. The markets also create reasons to visit St Helier. As at December 2013, 165 producers were members of Genuine Jersey.

The team manages the open garden programme, Howard Davis Park music programme and administers Jersey's entry into the Britain in Bloom event. In 2013 there were insufficient parish entries to compete nationally but both St Helier and St Brelade were entered into the winners' competition as a result of the 2012 entry. A workshop was staged with visiting UK experts to maintain momentum for Bloom groups and coordinators.

Jersey Comes to London

In 2013 the team staged a Jersey Comes to London' media event in the capital. This included an event at the headquarters of the Hearst building in Carnaby Street and at the headquarters of IPC magazines in Southwark.

Hearst publishes a variety of magazines including Country Living, House Beautiful, Cosmopolitan, Harper's Bazaar and Red. IPC magazines include Country Life, Woman's Weekly, and Woman's Own, Homes and Gardens and a wide range of specialist publications.

The event was designed to showcase Jersey's food offering, specifically the Island's seafood, dairy

produce and Jersey Royal potatoes, and Genuine

Jersey products including La Mare, Jersey Dairy, locally produced cider and Liberation ales and to promote the island as a visitor destination. Richard Allen, Michelin star chef from the Grand Hotel, Kazz Padidar, local forager and guide together with John Garton from the Genuine Jersey products Association attended. Over

30 editors came to the two sessions.

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 staged Liberation Day, the spring and autumn Walking Weeks, the Jersey Food festival, June in Bloom, the Black Butter event at the Elms, the Hidden Treasures heritage festival and La Fete de Noué. These festivals take place primarily in the shoulder months and are aimed at our target audience of 45+ higher spending couples.

Over 40 large events take place each year and the Product Development team will have contributed in some

way, either through direct funding and collaboration (Battle, Air Display, Faisie d'Cidre) or through marketing and promotion. The team provides advice and guidance to event organisers, many of whom are volunteers.

2013 jerseTa te he Real J seyyfood hidden treasur2es013 springwalking A celebration of Jersey's history and heritage

Saturday 11 - Saturday 18 May Saturday 7th – Sunday 15th September 2013

THE AROUND ISLAND WALK 2 Guides, 5 days, 50 miles!

ENEMY AT THE DOOR  A MAMMOTH TASK An Island Fortress - discover darker days Excavating the Ice Age Island

50 SHADES OF GREEN  FINAL RESTING PLACE Explore our Green Lane Network VERMEEY BEST SOME OF JERSET FOODIE PEOPLEY'S  Explore Victorian Graveyards

ALL AT SEA GENUINE JERSEY PRODUCE Jersey's maritime heritage uncovered

DISCOVER OUR BEAUTIFUL ISLAND

DELICIOUSLY EASY TO GET TO

Grown here, not flown here www.jersey.com dairThe finesy product new poe and much, much mortatoes, seafood, e www.jersey.com

a2Satur0u1day 14 - Satur3 tuday 21 Septmnemberwalking Sunday 16th – Sunday 23rJuneind June bloom2013 La Fête dé Noué2013

Saturday 30th November – Sunday 15th December

THE AROUND ISLAND WALK 2 Guides, 5 days, 50 miles!

ENEMY AT THE DOOR  

An Island Fortress - discover darker days

50 SHADES OF GREEN  Explore our Green Lane Network

OVER THE HEDGE

Take a look into some breath-taking private gardens

PARK LIFE

Enjoy the Island's stunning public parks

BLOOMIN' ESSENTIAL

Don't miss our beautifully-scented attractions

www.jersey.com www.jersey.com www.jersey.com/christmas

Visitor Services

The Visitor Services team once again welcomed many  

thousands of visitors into the island, through the doors  conferences • business events • meetings • incentives of the visitor centre at Liberation Place. While the season

started with high numbers of French day trippers, the

weather across the UK delayed the start of the number   Therso muche's

of UK visitors to the centre. These figures showed an

aHowpproevxier the smate retdafucf in ction entrof ape wproerxe fully oc. 1.5% cupied by  to talk about... assisting the marketing team at various well attended

exhibitions in Europe. Ie ITB in Berlin and Vakantiebeurs

in Holland. At both of these venues, the wealth of

language skills and knowledge was much appreciated

by the thousands of attendees. One of the team was

also asked to join two others from Tourism to act as

a Delegate Liaison Officer at the prestigious British & Irish Council held at the L'Horizon in November. The island was also represented at the Condor open

day held in Weymouth to mark the reopening of this

important port. This event was attended by just

under 3,000 visitors in the space of a matter of hours

showing the importance of this transport link.

With the slight downturn in total visitor numbers to  the centre the retail figures remained strong at £150k  net income with an average spend of £2.05 and on line  shopping maintained remained steady at £6k due in part to the agreement with one publishing house to act as their distribution and despatch dept for the Jersey calendar.

2013 saw the first full on line booking system for Battle

of Flowers ticket sales. Jersey Tourism staff trained the

Jersey Conference BOF part time team members for this major event and

oversaw the operation of the sales outlet in a remote

were up on previous years and the Day Parade was a sell  Bureau

office location on the Esplanade. Advance ticket sales

out due in part to the ease of booking. The value of business events and visiting delegates increased to £3.5 million from £3.2 million in 2012.

Only the Partners of the Conference Bureau submit business events returns to Island Ark and the number of bed nights, delegates numbers and spend is calculated from these returns.

The number of actual visiting delegates dropped slightly

from 6,332 to 5,964 however they stayed on average VISITOR SERVICES longer, 3.66 nights, than the previous year (3.44 nights)

and bed nights increased marginally from 21,823 to WELCOMED UP TO 21,831.

2VISITOR0S PER 0 DA0Y  3,444 delegatdelegatInvwas £50,817 againsestment thres attended Ces attough the Burended At a budgeorporatese evau frsociation evt of £100,000 and the ents.om the privents and 2,520 ate sector

Bureau received a total of £220,500 as budgeted from Jersey Tourism/EDD.

IN HIGH SEASON F2013 hamish@jerse07787 503130.urther infAnnual ormation cRy.ceview om or by can be obwhich ontcan tacained frbe ting Hamish Robtom the Burained by eid on e-mailing eau's

Financial Report

Note: The above figures include direct salaries and an allocation of Economic Development Department (EDD) overheads (£365k).

Key Financial Results

Total revenue expenditure for 2012 was £6,124 a decrease of £231k (-3.63%) compared with 2012

The Tourism Department received additional carry forward funding of £271k in 2013.

Corporate expenditure decreased by £177k (-24.0%)

The decrease in Corporate Strategy and Policy expenditure was mainly due to a decrease in route development (£195k).

Communications expenditure increased by £72k (0.2%)

There was an increase in marketing expenditure in the German Market

Market Development expenditure decreased by £127k (-6.0%)

There was a slight reduction in Consumer & Media Relations for 2013 (85k) mainly due to a re-prioritisation and more favourable terms and a slight reduction in Visitor Services staff costs for 2013 (42k.)

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6. Internet Usage

Staying Leisure Visitor Surveys over the past decade have shown a dramatic rise in the number of staying leisure visitors to Jersey who have internet access and use it for holiday information and bookings.

Significant  increases  in  access  and  use  for  holiday information have been recorded in all countries over many years. It is notable that there has been a greater level  of  growth  in  access  and  use  for  holiday information by European than by UK visitors (Source: Staying  Leisure  Visitor  Surveys).  However,  Jersey's main markets of the UK, France and Germany all have very  high  levels  of  internet  penetration,  with  each country having in excess of 80% of their population using the internet.

1. www.jersey.com

Jersey.com has been in existence as the official Jersey Tourism website since March 1999, and the current version of the site was launched in April 2008. Site content is published in English, French and German.

The  website  offers  a  number  of  tools  including Accommodation Reservations, Festival & Event search, Flight search, Weather information, Brochure Request facility, Restaurant listings, Attractions, Activities and a wealth  of  content  about  what  Jersey  has  to  offer visitors and to enable holiday planning.

2. Website Usage

Table 11 Website Visits, 2011 - 2013

Visits to Jersey.com by Market, 2011 - 2013

Source: Google Analytics

3. www.I-love-Jersey.fr

I-love-Jersey.fr is primarily used in the French market and in 2013 there were 46,800 visits to the site and 112,000 page views.