Jersey Tourism is to receive £500,000 from the Government to help to boost visitor numbers to the island.
The Jersey Hospitality Association has pledged the money to support an advertising campaign, which will include television, radio and newspaper adverts, to attract UK holiday-makers this summer.
The £500,000 extra funding has come from the States' economic stimulus fund, which aims to get the economy moving in tough times. Jersey's economic development department hopes the campaign will attract last-minute visitors to uplift the industry and the island's economy.
Senator Alan Maclean, Minister for Economic Development, said he was delighted about the extra funding.
"We operate in a challenging and highly competitive market where raising awareness of Jersey as a destination for undecided late-booking UK travellers is key to a successful season," he said.
Earlier this year Jersey's tourism board said it wanted to reinvent itself as a luxury destination seeking to shed the bucket-and-spade image.
By By Kerstin Kuhn
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