By Tom Innes

Copyright jerseyeveningpost

ENHANCING Jersey’s attractiveness as a visitor destination has formed a significant part of a new business support package set up by the government.

The Better Business Support Package was launched at the start of 2025 with an investment of £20 million in public funds to help employers adjust to the transition towards a living wage.

A report assessing the first six months of the scheme cited work connected to the visitor economy as a key element, with a 64% increase in online searches for Jersey following the first series of Bergerac.

Funding was put towards a marketing and PR campaign, backing up more than 3,000 media articles and activity around the London premiere.

The report also showed that a total of £751,000 was spent on-Island during the course of filming for series one of the new Bergerac, while shooting of a second series is currently underway.

A new direct air service to Paris, with associated marketing activity, was also part of the scheme, as well as multimedia partnership with The Telegraph highlighting Jersey’s food, heritage, and year-round appeal to over 15 million people in the UK and 5 million in the US.

The report also showed that in the first half of 2025:

Jersey businesses privately invested £190 in improvement projects for every £100 granted by Government – exceeding the 1:1 ratio requirement

Over 13,000 extra inbound airplane seats have been secured

Additional direct support was given to Jersey’s Marine and Rural industries

Economic Development Minister Kirsten Morel said: “Publishing our first Delivery Report gives us the transparency and insights we need as we support our businesses through the living wage transition.

“It’s incredibly encouraging to see the strong private-to-public investment ratio and the tangible impact of our marketing efforts on tourism capacity, but we are under no illusion that the journey continues.

“Our focus now is to build on these early wins – strengthening productivity, nurturing skills, and ensuring every sector has the tools it needs to thrive.”