Tourism Advisory Board

The Tourism Advisory Board (TAB) – alongside the Committee for Economic Development – are responsible for developing Guernsey’s long-term tourism strategy, as well as providing oversight of the delivery and implementation of marketing and event plans.

Following a review by the Committee for Economic Development, in consultation with the Board, a revised structure will be taken forward. This includes a change from the 'Tourism Management Board' to the 'Tourism Advisory Board', which better reflects the purpose of the group.

The TAB meets on a monthly basis to review progress, discuss key issues and share updates. Meeting notes are recorded and are available on request.

To outline the strategic aims of the tourism industry, highlight short-term goals and provide a roadmap to their long-term objectives, the previous TMB produced a ‘Framework for the Visitor Economy’ (available to download below). More details can be found in the document, but in summary:

Short-term goals

• Boost collaboration between industry and the States of Guernsey, to ensure that tourism products and services align with the wants and needs of our target audience

• Exploit opportunities in events-led tourism

• Ensure that the island’s air and sea links align with the needs of our target audience

• Manage product development funding to support private enterprises that match our strategic aims.

Long-term objectives

Productivity

As well as lengthening the season beyond April-September to generate year-round value, other objectives include increasing collaboration across the industry, targeting younger and multi-generational visitor groups, and increasing average spend and length of stay.

Competitiveness

In addition to safeguarding bed stock, improving tourism product and providing excellent industry-wide visitor experience, this objective includes ensuring air and sea links provide capacity, capability, value for money and reliability.

Stewardship

This category includes developing, investing and promoting Guernsey’s unique heritage, sport events and arts and culture, as well as considering other growth areas such as visiting yachts.

The TAB also manage the Tourism Fund – an initiative aimed at assisting those seeking financial support for tourism projects. This could include creating or developing visitor attractions, events or activities that strengthen and diversify Guernsey's tourism offering for next year and beyond.

In recognition of the increased importance of sustainability, successful applicants are required to read the TAB’s new Environmental Charter, sign up to their pledge and to take all reasonable steps to ensure their event takes sustainability into account.

Hosted in Guernsey in July 2026, the ICC Under-19 Men’s Cricket World Cup Europe Division 2 Qualifier welcomed teams from across Europe and provided a fantastic showcase for the island. This film below highlights the tournament’s success, demonstrating how supported events can generate international exposure, attract visitors and showcase Guernsey at its very best.

The TAB hold annual workshops to gather feedback from industry representatives and discuss obstacles and opportunities. In turn, the outcomes are used to shape the future of the island’s tourism strategy.