The Jersey Planning Committee is set to make significant decisions regarding two hotel proposals today, both aimed at revitalizing the struggling tourism sector. One proposal is for a hotel at Strive in St. Peter, focusing on sports and conventions, while the other is at Milbrook in St. Helier, which targets the arts, yoga, and cookery.
In September, the Government introduced a new “joint approach” between the Economy and Planning teams, emphasizing the goal of supporting sustainable economic growth. The Ministerial foreword highlighted the intention to ensure that planning decisions are guided by robust economic insights. Today marks the first real test of this policy, as the committee evaluates recommendations made by officers. The recommendation is to refuse the Strive hotel and to approve the Milbrook hotel. This decision will be closely examined, as it could set a precedent for future planning applications.
The timing of these decisions coincides with the release of the latest tourism figures, which reveal a significant decline of 17% in visits for 2025 compared to the same period in 2024. August, typically a peak month for tourism, experienced a 20% drop in visitors from the previous year. While factors such as the new ferry contract may have contributed to this downturn, the decline is a clear indication of the challenges facing the tourism industry.
Proponents of the hotel proposals argue that they are essential for generating “year-round” business, a long-term goal for the island. This aligns with the ongoing calls from the tourism sector for planning to facilitate new investments that can help rejuvenate the economy. The Strive proposal, in particular, represents a critical test for the committee’s willingness to adapt to the current economic landscape and support initiatives aimed at bolstering the local economy.
The contrast between the two hotel applications highlights differing perspectives on how best to achieve growth. While both aim to enhance Jersey’s tourism offerings, the committee’s decision on the Strive hotel is poised to send a strong message about the future direction of the island’s planning policies.
As the committee deliberates, the implications of their choices will affect not only the immediate proposals but also the broader context of economic support for the island. The outcome of today’s decisions will be a key indicator of how Jersey’s government prioritizes sustainable development in the face of significant economic challenges.
