The long-term strategy for tourism is developed by the Tourism Management Board (TMB), an arm’s length body composed of representatives from industry, including carriers, agents, accommodation, events, on-island transport, and excursions and attractions.
Their key focus is to extend the season to maximise the shoulder months, continue to improve data collection in order to better understand the value of tourism to the economy, and encourage investment from both the States of Guernsey and the tourism industry itself.
The TMB have created a 'Framework for the Visitor Economy', which outlines the strategic aims and objectives for the industry, split into three categories:
Productivity
Competitiveness
Stewardship
We know who our audiences are and how best to target them, using a blend of advertising and brand awareness, PR, and working with travel trade.
Our marketing aims are focused on attracting higher‑value visitors, strengthening our core tourism pillars, and ensuring Guernsey stays relevant and desirable as a year‑round destination.
Our core aims are:
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Attract higher‑value visitors
We are refining our audience focus to reach more affluent travellers, ensuring that our limited marketing budget is invested in the audiences most aligned with Guernsey’s product offering and long‑term goals. -
Support key tourism pillars
Our activity reflects the priorities set out by the Tourism Management Board, with a strong emphasis on Sustainability, Sports, and History as central themes that differentiate the islands and resonate with market demand. -
Promote year‑round travel
We are positioning Guernsey as a compelling destination in every season, using our diverse product mix - cultural experiences, events, nature, wellness, food, and more - to highlight multiple reasons to visit beyond the peak months. -
Stay relevant, responsive, and engaging
Our marketing approach aims to communicate Guernsey’s ongoing relevance, adapting quickly to shifts in traveller expectations, media trends and market conditions.
The following outlines our strategic priorities and the five‑point plan guiding our activity for 2026, aligning with the wider TMB strategy:
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Increase consumer and lifestyle appeal
We will build stronger emotional connections with visitors through storytelling, enhanced content creation, and a focus on lifestyle‑led imagery and experiences. -
Diversify our offering
Product development and marketing efforts will continue to broaden the types of experiences promoted, ensuring Guernsey appeals across a wider range of segments and interests. -
Develop multi‑market and multi‑route activity
We will support key transport routes and emerging markets with targeted campaigns designed to grow demand from several regions simultaneously. -
Optimise media investment
Our paid media strategy will balance brand‑building with direct referral opportunities for partners, ensuring efficient and measurable use of our spend. -
Maximise impact through partnerships
By collaborating with trade partners, media, transport providers and on‑island stakeholders, we will amplify reach, leverage co‑funding opportunities, and strengthen the overall market presence of the Islands of Guernsey.
Explore our new interactive Tourism Data Dashboard, featuring charts and filters to help you uncover key trends in the latest Visitor Volume Survey data. For the best user experience, view on desktop.
Our PR strategy centres on two key pillars:
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Visiting Journalist Programme: We collaborate with leading journalists and influencers to secure coverage in top national and international outlets and generate engaging social media content. Each itinerary is custom-designed to showcase the islands’ best experiences and includes bookable products tailored to their audience.
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Press Releases and Media Alerts: We amplify visibility by distributing press releases and alerts to media in the UK, France, and Germany. These communications spotlight exciting opportunities, headline stories, and new products.
