Jersey develops strategy to attract more boutique cruise calls
Ports of Jersey is considering growth from about 10 annual calls to as many as 30, with ships mooring in St Aubin’s Bay.
Ports of Jersey has started developing a cruise strategy that could increase the island’s annual calls from around 10 to as many as 30. The proposal is particularly focused on boutique ships carrying between 500 and 1,000 passengers.
Under the intended approach, cruise ships would moor in St Aubin’s Bay on Jersey’s southwest coast rather than Elizabeth Harbour, where tidal restrictions have limited the island’s ability to build its cruise business.
Harbour master Bill Sadler said work was underway on a plan to encourage more cruise visits. The initiative includes renewed engagement with Cruise Britain, strengthening the Cruise Jersey brand, and collaboration with Visit Jersey and local shipping agents to promote the island as a cruise destination.
Sadler said Jersey wanted to increase cruise numbers while attracting suitable, high-quality calls and passengers whose profile fits the island. He avoided framing the strategy as direct competition with Guernsey, which had 51 cruises confirmed at the beginning of the year.