We’ve created a campaign toolkit which includes downloadable assets and strategies you can employ to help us create a strong destination brand for the Islands of Guernsey. By utilising consistent messaging, we’re able to build traveller awareness and trust, resulting in more bookings.
Access our full media library of assets here.
Check your visitguernsey.com listing to ensure your imagery, copy and contact details are up to date.
Use imagery from our asset library across your channels to help show off the best our Islands have to offer.
Reshare our social posts on your own channels.
Ensure your best offers are uploaded to our special offers page to help convert interest into bookings. We’ve included a best practice guide for creating offers which is available below.
Work our campaign messaging into your own website and messaging to help create a strong and unified destination brand.
This calendar outlines the key overarching themes for the year to help you plan your activities and strategy.
Our brand is a reflection of the Islands as they are today: confident, calm, and quietly distinctive. We aim to allow the beauty of our landscape, heritage, and culture to speak for itself.
Built on restraint and authenticity, our messaging mirrors the very things visitors seek when they travel here: space, simplicity, and a genuine sense of escape. We invite visitors to ‘find that island feeling’, and experience a destination that is as revitalising as it is unmistakable.
Wellness & Outdoor Experiences
In 2026, we will capitalise on the growing demand for wellness travel by promoting our outdoor experiences. While we continue to promote our Islands as a sanctuary for all, a new primary focus will be the men’s wellness movement. We invite you to help us speak to this audience by using your platforms and offerings to highlight experiences that combine physical activity with mental clarity; think wild swimming, coastal walks, and spa treatments. By showcasing the Islands of Guernsey as a place to reset, we position them at the forefront of this global travel trend.
Food Provenance
Guernsey’s culinary scene is rooted in its surroundings, and this year we are positioning our Islands as a premier food destination. With the launch of an exciting new food festival, there has never been a better time to highlight your local sourcing. We encourage trade partners to share the stories behind their menus, whether it’s the heritage of a specific ingredient or the local producer behind it, to help us showcase our authentic local ingredients.
Sports & Active Tourism
For 2026, we are working closely with sports programmes to promote Guernsey as a hub for both formal sporting events and informal active pursuits. We want to highlight the Islands of Guernsey’s versatility for trail running, hiking, and cycling. Partners can get involved by providing active-friendly amenities and experiences, such as tailored maps for local trails, sports massage offerings in spas, and accommodation packages surrounding sporting and active events.
History & Arts
Building on the momentum of the Liberation 80 celebrations, our rich heritage continues to be a focus for 2026. We want to opt for an ‘authentic storytelling’ model, bringing our Islands’ past to life through the people and places that shaped us. We encourage you to share the unique history of your own properties or local area to help engage new audiences.
Refresh your imagery at least once a year to ensure it is fresh and up to date.
Visuals are often the first thing a visitor notices. High-quality, up-to-date photography is essential to build trust and inspire bookings.
The hero image: Choose one standout, high-quality image that captures your offer or property. This should be evocative and uncluttered.
Show variety: Use your supporting image slots to give a full tour of the experience. Include:
Bedrooms: Crisp, inviting shots of your best rooms.
Public spaces: Your restaurant, bar, or unique facilities (like a spa or garden).
Relevant Guernsey images: Include images of nearby cliffs, beaches, or local landmarks to ground your property in its surroundings. You can find a selection of these images in our media library.
Keep it fresh: Refresh your imagery at least once a year to ensure it is up to date.
Potential visitors value clarity and simplicity. Your copy should make the value of the offer immediately obvious.
The headline: Be specific and functional. Include your business name, the deal, star rating, and price point.
The intro: Use this space to highlight what makes your offer stand-out, as well as valuable. (E.g. breakfast included, airport transfers, or a bottle of champagne on arrival.)
The description: Provide a short, punchy synopsis of your establishment and the surrounding area.
Simplicity is key: Use short-form copy. The easier an offer is to read, the easier it is to book.
The Details: Always include clear terms and conditions, and list specific inclusions (e.g. ‘Free Wi-Fi’, ‘Airport Transfers’).
Headline styling: Avoid using flowery adjectives in headlines. Keep them short and snappy. Also, avoid using FULL CAPITALS, as this can feel aggressive and at odds with the calm our islands offer.
Offer variety: Provide options for different types of travellers. Ensure you have offers for quick weekend breaks as well as longer, restorative stays.
Be specific: If you have different prices for different durations, separate them into individual offers. Generally, having a higher volume of specific offers on the website is better for visibility than one generic post.
Flexibility: Where possible, ensure flexibility in booking periods and dates to cater to the modern traveller’s needs.
We’ve curated a series of toolkits providing actionable tips covering web, email, SEO and SEM best practices
To help you get started, we’ve prepared a short guide with top tips and sample posts.