VisitGuernsey has been named Destination Brand of the Year, recognising a bold repositioning that turned newly unlocked access to the French market into sustained, higher-value growth for the Islands of Guernsey, delivered in partnership with TPA.
2025 was a defining year for the Islands of Guernsey. The launch of independent Brittany Ferries routes gave the destination direct access to the French market at scale for the first time, and with rising travel costs ruling out competing on price, VisitGuernsey made a deliberate call to chase a higher-value visitor that aligns closely with Guernsey’s themes.
Working with TPA, the brand shifted towards smaller, high-intent niches: food, culture, wellness, wild swimming and slower travel - all rooted in what the team called "Guernseyness." The result was a new always-on, creator-led content approach and a full brand redesign, Island Edition, positioning Guernsey as a premium, editorial-led travel brand built around the idea of island time.
The numbers tell the story. Visitor contribution reached £151m in 2025, up 12.7% on 2023, while French visitor numbers rose 69% year-on-year. Off-peak occupancy climbed, with January occupancy more than doubling since 2019, and business travel was up 30% overall. Customer advocacy followed suit: Net Promoter Score reached 68, up from 55 the year before, and Guernsey placed second in the Condé Nast Traveller Readers' Choice Awards.
For TPA, the win reflects a genuine partnership with VisitGuernsey, and the trust required to take the kind of confident, go-for-it approach the campaign demanded.
"The concept of re-positioning the brand, giving it a bolder and stronger identity, was brought to us by TPA and it was the right time to look at how we were presenting ourselves, and to who. We knew we were diversifying what we could offer, thanks to new carriers, routes and product, which was opening us up to new audiences - we had to adapt, grow and diversify.
TPA has always genuinely been an extension of the small VisitGuernsey team. We are so grateful for all of their hard work, we know they believe in the product as much as we do. No-one gets our Guernseyness more than them.
Winning this award is a reflection on the work that has been done by not only VG and TPA but the PR agencies we work with and the key stakeholders who we have developed strong working relationships with. It really is a team effort."
- Zoe Gosling, Lead Marketing Officer, States of Guernsey.
