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Markets & Audiences

  • Moulin Huet Bay
Our Audiences

We are successfully attracting a broader range of ages in our key markets of the UK, Dublin, France and Jersey. This will help to safeguard our future tourism. 

2025 data tells us that:

2025 Audience Statistics
  • 51%

    of all visitors are aged 55 years +

  • 15%

    are aged 45-54

  • 41%

    travelled as a couple/partner

  • 25%

    travelled with family

  • 18%

    travelled solo

Audience Behaviours

The number of visitors from France more than doubled in Q1 2025 compared to Q1 2024, and increased by 74% in Q2 2025 compared to Q2 2024.

Our audience is spending in the higher tier categories. The results of the 2023 visitor survey showed that 32% of respondents spent £1,500 or more on their trip, as a party (including travel and accommodation).

Our key markets are the UK, Dublin, France and Jersey. Following the 2025 route development, we will be continuing to advertise to the French market, who are looking to holiday away from the warmer southern regions.

Our Audience Groups

Our heartland visitor. Affluent and older, many are regular visitors to the islands, which hold a special place in this audience’s hearts. They are looking for a safe and familiar environment that is close to home.


Interests: Food & Drink, Natural Beauty (Cliffs, Walking), Heritage.

Families looking to reconnect. This group will be motivated by a wide variety of accommodation options in a safe environment, plus a host of activities for family and friends of all ages.


Interests: Food & Drink, Beaches, Island Hopping

A new, younger audience. This group is looking for experiences together, for escapism and Instagram moments.


Interests: Food & Drink, Activities, Beaches, Island Hopping, Wellness

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Cooperative Marketing

We work collaboratively with trade and carrier partners in the UK and Europe on joint marketing campaigns to increase marketing capacity with a bookable call to action. 


These marketing campaigns enable us to spread the Islands of Guernsey message further, with a consistent approach to brand and imagery.

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Business Development & Partnerships

We are continually working to expand the Guernsey portfolio, so industry can benefit from more sales platforms. We have recently joined UKInbound, which is the only trade association that represents the interests of the UK’s inbound tourism sector and ensures it is recognised as a leading economic and employment driver in the UK. 

To get our islands in the forefront of travel agents' minds, we are also working with Travel Gossip, who have a huge reach to promote to travel agents. Their Facebook group provides essential support to over 30,000 travel professionals.

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Trade Events & Familiarisation Trips

Our team regularly attend trade shows such as the British Tourism and Travel Show, and Top Resa in Paris, an international and French travel market essential to develop trade relations in the area. We also attend ITB Berlin, which is the leading platform for the global travel and tourism industry.

Premier Holidays also host trade roadshows to train travel agents on the Islands of Guernsey, attended by VisitGuernsey and a variety of local suppliers.

Familiarisation trips are available to new and returning trade to assist with their agent training and destination knowledge. These trips often result in increased sales.

Tourism Strategy

Representatives from industry, including carriers, agents, accommodation, events, on-island transport, and excursions and attractions.

Partnering With Us

Let's work together. Whether you’re an accommodation, activity or event provider, VisitGuernsey offer a range of marketing opportunities (both free and paid) to support your business.

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