IT is all too easy for Islanders to become complacent about the natural attributes which make Jersey such a special place.

This weekend’s superb weather, however, was a reminder that the Island is not only a wonderful place in which to live but also a highly attractive tourist destination.
It is, of course, true that tourism, once our principal industry, has for many years overshadowed by the finance sector, but it remains one of the pillars of the economy. It is also a force which still helps to shape the nature of Island life.

It would be true to say that there has been a measure of gloom surrounding tourism in recent years as the scale of the industry has diminished and more and more holiday accommodation has been converted for other purposes. Now there is reason for new optimism. Data gathered by Jersey Tourism, much of it from its website, indicates that we could be heading for one of the busiest holiday seasons for some considerable time.

There has been a sharp rise in the number of people requesting information about the Island and the figures for firm bookings are impressive. Hoteliers, who are also recording high levels of demand, are hopeful that this season will be a good one.

External factors – notably the relatively low cost of travelling to places that are perhaps seen as more exotic than Jersey – have long affected the performance of our industry. Now there are signs that the counter effort to sing the Island’s praises to the outside world are paying real dividends. The latest national television advertising campaign, which features a voiceover by Jersey singer-songwriter Nerina Pallot, appears to have been both appealing and successful.

It is also probable that other television coverage has played its part in raising the Island’s profile. Tony Robinson’s Time Team excavations at Mont Orgueil and above the War Tunnels will have captured people’s imaginations. They will also have demonstrated that history and heritage as well as beautiful beaches and rugged coastline are among the many attractions that Jersey has to offer.

Many months must elapse before we can form an accurate picture of tourism’s 2011 performance. That said, present indications are more favourable than they have been for some time and there are certainly reasons to believe that this season’s holidaymakers will provide a much-needed boost for the economy.