Guernsey Unveils Bold Campaign to Transform Island into Year-Round Travel Destination in 2026

Published on December 27, 2025

Guernsey is looking to redefine its place on the global tourism map with an ambitious new campaign aimed at transforming the island into a year-round destination. Known for its picturesque coastline, tranquil atmosphere, and proximity to France, Guernsey has long been a favored summer getaway. However, Visit Guernsey is now keen on extending this appeal beyond the warmer months, with a comprehensive strategy targeting affluent travelers and promoting the island’s diverse offerings year-round.

The Strategy: A Focus on Wellness, Outdoor Experiences, and Food Festivals

At the core of Visit Guernsey’s new strategy is a content-led marketing approach, designed to attract travelers from diverse segments, including solo travelers, families, and couples, particularly those aged 35+. The campaign is set to showcase the island’s strengths in key areas such as wellness, outdoor activities, and food experiences.

Wellness tourism has seen rapid growth in recent years, with more travelers seeking destinations that offer not only relaxation but also rejuvenation for the mind and body. Guernsey, with its clean air, peaceful environment, and a variety of outdoor activities ranging from hiking to cycling, is well-positioned to capitalize on this trend. The island is aiming to provide wellness retreats and outdoor experiences that appeal to travelers seeking both mental and physical well-being.

Moreover, Guernsey is positioning itself as a haven for foodies with its annual food festivals and a vibrant culinary scene. The island’s famous seafood, local produce, and Michelin-starred eateries will be highlighted in the campaign to draw those eager to indulge in the gastronomic delights the island offers. These initiatives aim to turn Guernsey into a must-visit destination for culinary enthusiasts throughout the year.

A Focus on International Markets: The French Connection and the UK’s Key Cities

One of the more strategic aspects of this campaign is its focus on the French market, a critical region given Guernsey’s proximity to France. Visit Guernsey is looking to deepen its marketing presence in Paris, Normandy, and Brittany. These areas are not only geographically close but also culturally aligned with Guernsey, making them ideal for promoting the island as an accessible, year-round destination.

The French connection is not limited to just travel proximity. Many French visitors already enjoy Guernsey’s rich cultural offerings, and this new push will target those looking for a short escape from the mainland. By focusing on regions that already have an established connection with the island, Guernsey hopes to create a strong, consistent flow of tourists from neighboring France.

At the same time, the campaign will also target key UK departure points such as London, Bristol, Birmingham, and the South West of England, tapping into affluent UK travelers who might otherwise travel to destinations further afield. Guernsey’s accessibility, particularly with short-haul flights and ferry connections, makes it an attractive option for travelers seeking a quick and relaxing getaway.

Boosting Connectivity: Reconnecting with Jersey and Enhancing Inter-Island Services

Another aspect of Visit Guernsey’s campaign focuses on improving travel infrastructure, particularly in terms of inter-island connectivity. Due to connectivity issues, there has been a decline in visitors traveling from Jersey, which had previously been a steady source of tourism. As part of the campaign, Guernsey plans to embark on a reconnection strategy with travel partners, including ferry services and air routes, to restore reliable inter-island connections. This will help both islands leverage tourism more effectively, ensuring travelers can seamlessly explore both Jersey and Guernsey in one trip.

In addition, as part of the campaign’s wider efforts to boost overall connectivity, Visit Guernsey is exploring collaborations with travel operators to make accessing the island more convenient, whether by air or sea. Improving transport options is essential to making Guernsey a more attractive year-round destination, as convenient travel is a key factor for tourists.

The Early Success: Day-Trippers and a Growing Visitor Base

There has been a notable uptick in day-trippers visiting Guernsey in recent months. According to recent reports, the number of day-trippers surged by 55% compared to the previous year, rising from 13,968 to 21,592 visitors. This increase signals a growing interest in the island, and Visit Guernsey is optimistic that this momentum will carry into the next year. By targeting longer stays and positioning the island as a year-round destination, the campaign aims to convert these short-term visitors into repeat, longer-term travelers.

The increase in day-trippers is also reflective of the island’s ongoing investment in tourism infrastructure and local attractions, ensuring that visitors are consistently provided with new and engaging experiences. With its combination of history, culture, natural beauty, and an increasingly vibrant food scene, Guernsey is quickly becoming a prime destination for travelers who want to experience the best of the British Isles.

What Lies Ahead for Guernsey Tourism in 2026 and Beyond

Guernsey is at the beginning of an exciting new chapter in its tourism evolution. By strategically targeting wellness seekers, food lovers, and adventure enthusiasts, the island is positioning itself to become a year-round travel destination. With the French market, key UK departure points, and improved inter-island connectivity in the pipeline, Guernsey’s tourism industry is poised for growth.

Moreover, as global travelers increasingly seek destinations that offer both relaxation and new experiences, Guernsey’s blend of natural beauty, culinary excellence, and cultural richness offers a compelling mix. With a targeted campaign and strategic investments, Guernsey is ready to make its mark on the international travel scene in 2026.

Conclusion: A New Era of Tourism for Guernsey

Guernsey’s ambition to become a year-round travel destination is more than just a marketing campaign; it’s a forward-thinking strategy designed to build long-term sustainability for the island’s tourism sector. With the backing of the French market, UK travelers, and a growing emphasis on wellness, food experiences, and outdoor adventures, Guernsey has the potential to become a premier destination for international travelers. As 2026 approaches, Guernsey is ready to offer visitors a unique, year-round experience that goes beyond the typical summer getaway, and invites travelers to discover the beauty and charm of Guernsey all year long.