​​The States of Jersey asked Oxera to address two distinct questions in relation to the tourism sector of the economy. The first related to assessing the full value of tourism to the Island, capturing all the ways in which tourism contributes to the Island’s economy, in particular, those that are not included within a conventional analysis of gross value added (GVA). The second related to assessing the impact of destination TV advertising on the demand from tourists into the Jersey economy, particularly in relation to any short-run impacts. The objective of this report is to provide a robust analysis that can feed into the development of a government policy in relation to inbound tourism to Jersey.

The report covers:

• Value of tourism in Jersey
• Measuring the impact of tourism on Jersey
• Impact of destination advertising