2024 | Strategy on a page
Changing Perceptions, Shaping the Future Promoting Jersey, enabling tourism growth to create a prosperous and sustainable visitor economy.
Our Purpose
Build our future - Transformation (Year 1 of 3)
Rebuild International Tourism
Passionate, engaged and motivated team
Strategic Objectives
Build our influence as a trusted voice
Enhanced Customer Experience
Responsible Tourism
Elevate our Sustainability story. Put responsible tourism at the heart of what we do. Promote accessible, inclusive products and experiences. Create meaningful differentiation around product pillars: Culinary, Well-being, Great Outdoors, History & Heritage.
Support growth by shaping policy and providing actionable insights. Collate and share
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Position Jersey as a diverse and sustainable destination. New creative and brand campaign. Prioritise seasonal dispersion. Target Easy Explorers (55+) and Moment Makers (25-44). Effective partnership marketing. Improve productivity.
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• Transform the way we work to compete in a digital world.
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• Build our team. • Optimise structure and skills to deliver strategy. • Align and integrate individual/team objectives. • Make learning and development a focus. • Reduce staff turnover.
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timely actionable insights.
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• Audit Digital Customer Journey and improve.
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Key Initiatives
Improve data speed
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and access.
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• Open a reimagined Visitor Information Centre.
Be the expert on Jersey tourism in the media, shaping perceptions and demonstrating value.
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Enablers of growth Engaged and supportive stakeholders
Technology and data led
Effective and purposeful governance
Values
Ownership
Customer focus
Collaboration
Credibility
Resilient
Passionate
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