Case Study: Guernsey – Exploring a Visitor Levy Client: Guernsey Hospitality Association

The Challenge

Guernsey’s visitor economy is vital for jobs, hospitality, transport and community pride. However, visitor numbers had been falling since 2019. With no independent tourism body, the island faced a funding gap for marketing, events and product development. Meanwhile, destinations across Europe, the UK, and beyond were successfully introducing visitor levies to reinvest in their tourism offerings. The question was: could this work for Guernsey?

My Role

Invited by the Guernsey Hospitality Association, I travelled to the island to present evidence and international case studies to Deputies of the States of Guernsey and tourism stakeholders. I shared lessons from Scotland, Wales, Bermuda and other destinations; emphasised transparency and industry consultation; and reframed a levy as a fair visitor contribution to secure Guernsey’s competitiveness.

The Approach

1) Research & Insights – Demonstrated that levies are now the norm in Spain, France, Italy, Greece, Bali and New York, and closer to home in Manchester and Liverpool.

2) Best Practice Framework – Wales’ success through clear communication and visible reinvestment versus Scotland’s early pitfalls due to limited consultation and confusing messaging.

3) Industry Engagement – Highlighted the value of an industry‑led Destination Management Company to drive strategy and reinvestment.

4) Media Coverage – Achieved prominent coverage in the Guernsey Press (front page and feature interview).

The Impact

  • Sparked island‑wide debate on the future of tourism funding.
  • Strengthened the case for sustainable, ring‑fenced investment.
  • Positioned Guernsey within the global conversation on visitor levies.
  • Ensured the industry voice was heard through positive media attention.

Key Takeaways

  • Transparency builds trust – visitors support levies when benefits are clear.
  • Industry leadership matters – consultation and collaboration underpin success.
  • Think global, act local – adapt proven models to Guernsey’s unique context.

Picture by Peter Frankland. 03-09-25 Fiona Drane was the guest speaker at a Guernsey Hospitality Association event at Moores Hotel. She was talking about the possibility of introducing a visitor levy.