Future politicians called to action over visitor economy at 'tipping point'

The Jersey Hospitality Association has issued a 'Call to Action' to future political leaders, highlighting the urgent need to support the island’s visitor economy. 

The sector warns that Jersey is at a 'tipping point,' with declining visitor numbers and structural challenges threatening businesses, transport links and economic resilience. 

It wants future politicians to recognise that the visitor economy is 'not a side issue, but one of the foundations of Jersey’s long-term resilience, competitiveness and quality of life.'

The JHA is calling on election candidates to commit to five major priorities:

• Establish a multi-ministerial 'Visitor Economy Committee'
• Significantly increase destination marketing
• Cut planning and regulatory red tape
• Solve staffing and accommodation pressures
• Back investment and competitiveness

The association says the island 'urgently' needs 'two parallel routes' to address the issue:

• Protecting and growing visitor demand through stronger destination marketing, route development and support for existing connectivity.
• Tackling barriers holding businesses back, including high costs, planning complexity, labour shortages and housing pressures.

Ana and Marcus Calvani, Co-CEOs of the Jersey Hospitality Association, said:

"The visitor economy delivers far more than direct spend alone. It supports connectivity, quality of life, inward investment, business attraction, employment, culture, retail and community life.

"A thriving finance industry and a thriving visitor economy are not competing priorities; they are complementary parts of a balanced and globally competitive island economy, which is why the visitor economy is everyone’s business.”

"Our industry cuts across almost every part of government, including Economic Development, Infrastructure, Social Security, Treasury, Home Affairs and Environment.

"Yet these areas too often operate in silos. This now requires genuine cross-government responsibility and joined-up leadership.”

The sector is the latest to target potential politicians standing for election to Jersey's States Assembly om 7 June.

Charities and sports groups have also created their own wish-lists.

32 Jersey charities ask election candidates to commit to 'key asks'

Political candidates asked to commit to 20 pledges for island sport

92 people are standing for 49 available seats in the island's parliament.

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