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Jersey has set it sights on increasing its short-break business as a result of improved air access from the UK.

The largest Channel Island has developed both London and regional connections in the last two years after its airport was given permission by the Government to offer incentives to airlines for new services.

“Our leisure business is about 2% up this year, while business traffic has risen 18%,” said Jersey Tourism director David de Carteret. “The focus now must be on developing the weekend and short-stay markets.”

Jersey’s ambitions are aided by the investment of more than £150 million in its waterfront infrastructure since 2005, including a 200-room Radisson hotel that opened this month.

“At WTM we want to get in contact with short-break operators, especially those in niche markets such as adventure sports. Though the grey market remains very important to us, there are plenty of activities, such as kayaking or sand yachting, for younger visitors,” added de Carteret.

• More from World Travel Market 2007

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