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Business Review 2006 from
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Leadership and drive needed in tourism
Kristina Le Feuvre
aMaizin Maze
An industry that has experienced a decade of decline cannot be turned around overnight, yet with strong marketing and firm leadership I believe that the tourism industry has set the stage for a revival.
The industry will come out leaner, more polished and will have pulled up its britches ready to march into the 21st century.
Jersey has many natural resources that have always been the backbone of the Tourism industry. Stunning beaches, beautiful countryside and the warmth of a local welcome are all natural assets, and yet in this age where travel is easier than it has ever been before, is this enough?
I doubt that the heyday of half a century ago will ever be repeated in quite the same fashion and yet while Jersey may not have quite so much appeal to honeymoon couples, there is a strong market for shorter family breaks.
Revival
Despite the lack of accommodation for larger families the level of interest from this type of tourist remains high. Larger visitor groups have many advantages as spending by families also benefits many other ancillary businesses. There is a strong need for larger self-catering units with modern facilities as we have experienced many extended family groups who have been discouraged from returning to the Island due to the lack of units for groups of more than five people.
This revival needs to be supported by top quality facilities, a range of exciting attractions and an investment in quality that satisfies the needs of the seasoned traveller. We need to strive to ensure that the moment a visitor steps foot onto the island we offer a well-rounded, value for money package.
The opening of the Tourism Investment Fund will hopefully enable new ideas, attractions and accommodation within the industry and other new facilities to benefit tourism and the Island as a whole.
Having jumped from one declining industry - agriculture - to another currently experiencing a downward turn, our move into tourism must have initially been viewed with incredulity. Entering an industry experiencing a decline in visitor numbers is not everyone's idea of a successful business strategy, and yet being able to start and operate a business in a weaker market will surely become a future strength.
Our current investment in the industry is indicative of the confidence we feel in the future of tourism and the future of the aMaizin Maze.
The expansion programme of the aMaizin Maze has been very much customer-led, and like all successful businesses we listen carefully to the needs and suggestions of our customers.
The opening in May of our new craft centre is a direct result of customer requests, as is our new cafÈ, the aMaizin Snack Shack, which will continue to provide a simple menu but in more relaxed surroundings and better working conditions for our staff.
The constant evolvement of the attraction and the activities within the adventure park has been a strong asset within a difficult market.
The work ethic of the staff at the aMaizin Maze has undoubtedly been a large component of the customer satisfaction and the high number of repeat visits that we experience. This and the issue of security have been instrumental in the decision to build new accommodation for our staff on site.
Investment in staff is crucial to any customer based business and at the aMaizin Maze we do this in a number of ways. We employ mainly seasonal Polish staff and yet have been fortunate to have had little staff turnover in the five years the aMaizin Maze has been operating.
Service
This has meant that our programme of investment in our staff has benefited the industry as a whole and certainly helped ensure the aMaizin Maze offers the level of service that is vitally important in today's market.
Our new marketing and project manager is currently taking the Bronze Badge Guide course, almost 50% of our staff have first aid certificates, constantly updated risk assessments, health and fire safety training and regular staff meetings where all staff suggestions are carefully considered make for a well trained, informed and contented team which enables us to not only promote our facility but offer informed recommendations and information on Jersey.
As for the aMaizin Maze, we will continue to think outside the box and thereby play our own part by offering a unique attraction within a natural environment where holidaymakers and locals can enjoy the beauty of the Jersey countryside, experience a safe and varied attraction, and continue to guide us with their suggestions and advice.
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