Jersey hopes the rebooting of a TV favourite after 33 years and a new focus on sport, food and wellness will revive its tourism numbers, which still languish following the pandemic.
The island received only 68% of 2019 visitor numbers in 2023, something Tricia Warwick, Visit Jersey chief executive, has pledged to address.
Warwick took the job 18 months ago and has secured funding for marketing to accompany the return of detective series Bergerac, which airs in February after filming on Jersey last summer.
Warwick came to Jersey after 20 years in various roles in Dubai and said her time there had taught her to think differently. “What I learned in Dubai was a ‘test and learn’ approach,” she said.
As an illustration of this, Warwick said she hoped the series would kick-start more filming on the island led by a new government body. “Hopefully it is a catalyst for a Jersey Film Commission, then we can be seen as a destination attractive to film makers.”
Among other new initiatives, she hopes to attract more sports stars to train on Jersey, which recently hosted South Africa’s Springboks rugby team. “We decided to bring them because we are trying to shine a light on sports tourism; we have an elite calibre gym,” she said. “If we can get known for that we could attract Premiership football teams and golfers.”
There is also a focus on widening the island’s visitor profile, with hopes ‘Moment Maker’ clientele aged 36-45 will discover the island’s wellness, culture and food, plus activities like surfing and cold water swimming.
Warwick admitted a campaign of persuasion was needed but stressed the island’s ease of access for the average four-night stay. “It’s a case of showcasing and refreshing Jersey and making it exciting for a younger demographic. I think our food scene does that.”
AT WTM London: Jersey will be at WTM on the VisitBritain stand N7-210, while Warwick will discuss how on-screen locations can boost tourism at the Orange Theatre at 13.25 on 5 November.
