Visit Jersey has released a plan to rebuild the island’s visitor economy after the containment of Covid-19.
With all previous business targets now redundant, the group has recast its 2020 Business Plan to outline what Visit Jersey is doing now to mitigate the impact of the current crisis – and what it intends to do to lay the foundations for recovery.
‘A watchword is “agility,” we will redirect our resources and efforts to respond to changing circumstances, particularly around the easing of lock down in Jersey and our source markets,’ the new plan says.
‘The longer-term strategy to get back on track to achieve the 2030 ambition and contribute to the recovery of the Jersey economy falls outside this BP. From summer 2020 Visit Jersey, supported by our industry and Government, will create a 2021 vision, strategy, and action plans for the future Jersey visitor economy.’
When lockdown began, Visit Jersey adjusted staffing levels and supported the island’s government with employee secondments. The group also launched a #liftourspirits campaign, releasing a video on YouTube, as part of its ‘phase 2’ recovery.
It is now about to launch a Stronger Together Recovery Task force, part of the new plan’s ‘phase 3.’ Next it will embark on a pan-island staycation campaign, which will use local ambassadors enjoying their #theislandbreak in its marketing.
‘Phase 4’ will come into effect once domestic and UK travel reopens and it will position Jersey as part of the domestic UK travel market. The final phase, once EU borders reopen, will resume international marketing.
