SPECIAL EDITION


The Interview


Amanda Burns, Visit Jersey


The island’s tourist board is embracing the prospect of a domestic holiday surge this year. Samantha Mayling speaks to the boss of the sponsor of this week’s UK, Ireland and the Channel Islands-themed special edition


B


rits can’t holiday overseas until at least May 17, but they will be able to hop on a plane or


ferry to take a break in Jersey from Monday (April 26). The boss of the tourist board


says the island is “Brit-ish” – familiar yet exotic – and there is plenty of capacity available for consumers seeking a staycation in the most southerly island in the British Isles, 14 miles from the French coast. Amanda Burns, Visit Jersey chief


executive, said: “We can’t wait to welcome people back. Everybody on the island is geared up for visitors. This is a golden opportunity.” She said she is “cautiously


optimistic” about the forthcoming tourist season, thanks to the wider trends for staycations, late bookings and trade support. “There is lots of availability so


we are trying to encourage people to book,” she said. “Bookings look positive from July and August but it is slower in May and June.” As part of its Safer Travel Policy,


the island will reintroduce its own red, amber and green categories


10 22 APRIL 2021


for visitors from the UK and other Crown Dependencies, so those coming from the lowest tier only need to record one negative test before being free from self-isolation.


Free PCR tests Visitors from green destinations can get their own PCR test arranged before travelling or they can take a free test upon arrival, then explore the island once a negative result is confirmed, which is expected to take about 12 hours. They also have to take PCR tests


on day five and day 10 if they are still on the island – again, these are free. The tourist board expects


categories for each UK region to be revealed shortly. “We hope the clarity and certainty


of travel policies and capacity will mean more visitors will come, especially as more and more UK regions become green,” said Burns. Last month, Visit Jersey launched


its ‘Rebalance Closer to Home’ marketing campaign, which aims to capitalise on growing demand for domestic holidays, as well as outdoor breaks, relaxation and activities. It hopes the campaign, which runs until


June, will reach nine million adults in the UK via digital and national print advertisements and partnerships with airlines, operators and the travel trade. “Confidence and reassurance are


key, alongside highlighting what a fantastic destination Jersey is,” said Burns. “We talk to operators, travel agents and partners to reinforce that message.” She said trade engagement had


never been stronger, with her team having trained 4,800 agents last year. “We cannot wait to welcome


agents back on fam trips. They are such important influencers,” she said. “Consumers want support from travel professionals in periods of uncertainty and this is where the trade shines. There is a demand for knowledge and reassurance and there is trust in agents.


“Our relationship has grown with


agents and tour operators, as they are coming to us for information. We are keen for the trade to use our creative assets – there is a fantastic portfolio of images and inspiration.” The Rebalance Closer to Home


campaign prompted a 40% increase in website visitors over the Easter bank holiday period, compared with the same period in 2019. “The encouraging news is that


it has continued to be above 2019 levels,” she said, adding that about a third of website visitors are new.


New routes She highlighted new routes by airlines such as Jet2.com, Loganair and British Airways, alongside services from the likes of easyJet and local carrier Blue Islands, saying:


We are keen for the trade to use our


creative assets – there is a fantastic portfolio of images and inspiration. Our relationship with agents and tour operators has grown


travelweekly.co.uk


s


U


K


n


,


I


R


E


L


A


e


N


D


a


n


h


d


T


E H


c


a


n


n


l


i


s


l


a


d


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48