The number of holidaymakers visiting Jersey rose to more than 413,000 in 2017, up by 16% year-on-year and the highest number since 2001.
Visit Jersey said 52% of these were first-time visitors to the island, “demonstrating the huge business potential for agents selling domestic breaks”.
The tourist board said the increase was “largely due to the success of a new destination brand initiative – #theislandbreak – and support from our travel industry partners”.
To inspire more visitors in 2018, Visit Jersey has increased its trade commitment, hosting familiarisation trips, incentives and agent training.
An extra boost has been added to its trade education programme, ‘The Island Break’, allowing agents to use the Visit Jersey website for inspiration and to design a customised three-day itinerary, to increase their chances of winning.
The ‘Destination Jersey’ networking event in April saw more than 800 meetings between island suppliers and tour operators, and fam trips for more than 30 UK agents.
Sarah Barton, head of trade at Visit Jersey, said: “Visit Jersey understands the importance of the travel trade and I’m delighted to be leading on a number of exciting initiatives that we have coming up for UK agents to experience the island first-hand and maximise their product knowledge.
“The travel trade plays an essential part in driving visitors to Jersey and we are committed to supporting them in any way possible to maximise their earning potential on bookings made to our island.
“The recent success of ‘Destination Jersey’ is the perfect example of this and we look forward to welcoming more of our trade partners to experience Jersey first-hand whilst networking with suppliers in the coming future.”