As our season begins to pick up, we are starting to see the effects of many issues taking form.
A word I try and avoid, but can’t seem to escape at the moment is Brexit. The primary reason for this is for an island with such a vibrant hospitality and tourism scene, and being this close to the continent, Brexit has a deep effect on what is taking place on island.
Take aside the political issues, the trade negotiations, the transport issues etc etc that will be brought up due to this subject, my biggest concern now is the European PR aspect.
Several recent conversations, and the current and forward numbers for the year staying on island, have cemented in my mind the increasing issue that Europeans believe we don’t want them. Its understandable for them to take this impression when hate speeches are seen from radical groups in UK and the power of social media provides them with more of a platform than they should ever be allowed. In my mind, when visitors are on island, we do a fantastic job at making them feel welcome. I often see people trying to communicate in French to French nationals visiting to make them feel more welcome. I saw just yesterday two men stop a couple looking puzzled with a map and ask if they needed help or directions. All these little acts go a long way to making people feel welcome on our island. I don’t believe there is an issue once here. The problem lies in getting them here.
48% of visitors last year came for the first time. This puts emphasis on encouraging people who haven’t been before to try the island. With a perceived negative relationship with people from UK, work has to be done to show we, as an island, still love our continental neighbours. I believe that’s also down to us providing a good image when we visit them, to show what great people we are from this fantastic place.
Simon Soar, CEO, Jersey Hospitality Association