Trade update - 15 May 2026

We’re thrilled to announce that VisitGuernsey has been shortlisted in two categories at The 2026 Travel Marketing Awards - Destination Brand of the Year, and Brand Relaunch.  
 
These two nominations celebrate our new, premium brand, named 'Island Edition', and our shift away from broad messaging, towards targeting high-intent niche audiences, brought to life through food, culture, wellness, wild swimming, and slower travel - everything that makes our Islands so unique. 
 
The results have been clear, with visitor advocacy reaching an all-time high Net Promoter Score of 72 (+19 points year-on-year), and more people recommending our Islands than ever before (more on that below).  
 
Thank you to all our partners that work alongside us to make this happen, and to our creative partner TPA. We’re looking forward to seeing the results in July.  

Guernsey’s Net Promoter Score (NPS), which shows how likely visitors are to recommend the island to a friend or relative, reached its highest ever score of 72 in the first three months of 2026, according to data from the latest quarterly Travel and Visitor Accommodation Bulletin.  

Accommodation occupancy and average length of stay also rose, with the data suggesting more visitors are travelling to Guernsey for leisure. 

We received some fantastic feedback from businesses that took part in the inaugural Big Eat festival in April - thank you again for helping to make it such a success. 

We’re currently pulling together a report, which we’ll be sharing soon, to highlight the festival’s impact and performance. We hope this will also encourage even more businesses to get involved in October. 

If you’d like to take part in the October festival, please click below. 

In early April, we welcomed three leading food influencers to the Island to showcase our vibrant culinary scene and support promotion of The Big Eat festival - both the spring event and the upcoming October edition.

Content creators @boopfoodie, @vernahungrybanana, and @saltandshaikh - with a combined following of over 1.4 million - produced 91 pieces of content across Instagram and TikTok, highlighting the Island’s diverse food and drink offering.

To date, this content has reached nearly 300,000 people. Encouragingly, engagement has been particularly strong, with an average rate of 4.6%, exceeding the typical 1% - 3.5% benchmark across these platforms.

These results reinforce the value of integrating influencer marketing into our media programme. Not only does it help us reach a younger audience, but it also delivers high-quality content with immediate impact.

You may have noticed our social media channels have been particularly strong recently, and we’re delighted to share some impressive results across reach, engagement, and follower growth. 

Collaborations with creators such as the three named above, plus @jamesstrawbridgeand @dejashu, alongside coverage from our Big Eat Festival press trips and support for Guernsey Literary Festival speakers, have all helped deliver a diverse and engaging mix of content. Combined with our ongoing organic posts, this has created a dynamic and highly appealing social presence. 

This varied approach has driven our reach to almost 2.5 million people across Facebook, Instagram, and TikTok so far this year (to the end of April). As a new platform for us in 2026, TikTok is already performing strongly - reaching 1.4 million users - and is proving particularly valuable in helping us connect with a younger audience. 

Our Facebook community continues to grow, now reaching 41,000 highly engaged followers with a strong interest in the islands. This audience is accessible through our partnership packages, which are available across a range of budgets and can also be tailored to meet specific objectives. 

Earlier this year, our new events calendar was launched on the Trade & Media website. It forms part of the wider events guide, designed to support anyone planning an event by bringing key information together in one convenient place. 

The calendar aims to enhance communication between event organisers by highlighting opportunities for collaboration. This includes aligning events to share resources and costs, as well as helping to avoid scheduling conflicts with major, competing events. 

The guide also features a directory of key contacts to assist with permissions, permits, logistics, and health and safety requirements. In addition, it offers an overview of available venues, event suppliers, and practical event planning guidance. 

If you are organising an event, we encourage you to notify us as early as possible by emailing visitguernsey@gov.gg so that it can be included in the calendar. 

We're pleased to share that Tours of Guernsey has been recognised with two prestigious National Travel and Tourism Awards from LUXlife Magazine, celebrating excellence and innovation within the industry.  

The awards highlight Tours of Guernsey’s continued commitment to delivering exceptional visitor experiences, showcasing the island's rich history, culture and natural beauty through expertly guided tours.

Please get in touch if you have received an award so we can share your good news. 

We are always delighted to support the Guernsey Literary Festival, who had another record year with an estimated 13,000 people attending events across the two-week programme.

The festival featured 80 events, many of them sold out, bringing together internationally acclaimed authors, broadcasters, poets, and performers as well as local writers.  

VisitGuernsey were able to support with organising itineraries and additional excursions to some of the visiting speakers to help show off our beautiful islands, and by providing welcome packs that highlight some of our local produce.