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Alderney's Popularity on the Increase

Business Development Tourism and Marketing Committee: Press Release

The global financial crisis may have taken its toll on tourism but Alderney's popularity is rising for the first time since the recession started. The island is starting to see the benefit of the States investment early this year including the re-appointment of marketing company Be a Tiger, who in 2012 had helped refocus our tourism strategy and advertising spend on the six key areas of: wildlife, heritage, walking, fishing, flying and sailing.

In addition greater emphasis has been given to electronic and social media, as the figures for the year to date show:

  • Facebook - number of visits more than doubled over the last 5 months, with a reach of over 23,000 individuals.
  • Twitter subscribers have increased by 30%.
  • Visit Alderney website has shown an increase of 10% in visitor numbers with a more than 25% increase in page views.
  • Brochure requests up by 8% representing more interest by travel agencies and Tourist Information Centres.

Transport too has shown an increase in passenger numbers, with the Alderney-Southampton route showing a 4% increase after a long period of decline, and an increase of 7% in passengers arriving by sea. The Fly In attracted over 100 aircraft and the benefit has been seen subsequently with an increase of 35% in visiting aircraft compared with 2012.

Paula Lain, Managing Director of Be a Tiger, says "we are delighted that our work for the States is now starting to bear fruit, and we can build a sustainable and diversified tourism proposition for the years ahead".

All of this has led to a rise in bookings for Hotels and Guest Houses, but Neil Harvey, Chairman of the Business Development, Tourism and Marketing Committee says "we realise much remains to be done to achieve our ambitions for Alderney's tourism, but this is a sound basis to move forward. A number of factors and people have contributed to this progress, including the work done by Be a Tiger, the enthusiasm and sheer hard work of our States Marketing team of Alex and Babs, and of course the weather too has been on our side. We have put a toe in the water with our air routes, and the signs are that the Alderney-Jersey direct flights, competitively priced, have attracted a good deal of interest in both islands. Our target minimum was 216 seats, and sales to date are already 266.
Overall we have much to build on for 2014'"