A Word from Our CEO, Murray Norton, June 2026

A little less talk…

Jersey’s election campaign will soon give way to something far harder than slogans, manifestos and polished social media posts, governing. Whoever forms the next Government will inherit an Island with many strengths, but also a growing list of pressures that can no longer be kicked into the next political cycle.

The immediate challenge will be confidence. Confidence to invest, confidence to build, confidence to innovate and confidence that Jersey can still make decisions at a speed that matches the modern economy.

Economic diversification will once again dominate political debate, but this time there is a growing recognition that Jersey cannot spend another decade discussing diversification without actually delivering it. Financial services will rightly remain Jersey’s economic breadwinner, but let’s not put all our bread rolls in one basket. Digital industries, fintech, AI, renewable energy and emerging sectors all matter, and there may also be some quicker wins hiding in plain sight.

One example is the nonsensical delays in the licensing of medicinal cannabis manufacturing. Jersey once appeared ahead of the curve, yet years later the Island still seems trapped between caution, lack of understanding and bureaucracy. Meanwhile, other jurisdictions have moved ahead, created jobs, attracted investment and built export markets. Properly regulated medicinal cannabis production could provide Jersey with skilled employment, inward investment and a genuine export opportunity at a time when diversification is urgently needed.

Housing will remain a pressing priority. The Andium Homes pipeline is encouraging, with several schemes under way or planned, but demand still outstrips supply. Housing is no longer just a social issue; it is an economic one. Employers cannot recruit or retain staff if people cannot find affordable homes.

There are however some encouraging signs within the visitor economy. After years of decline and uncertainty, confidence is beginning to return. Investment interest is reappearing, visitor numbers are stabilising and new accommodation projects suggest some investors once again believe Jersey’s tourism sector has a future worth backing. Tourism still supports hospitality, retail, construction, transport and supply chains across the wider economy.

Yet beyond all of these sits perhaps the greatest long-term challenge of all, demographics.

Jersey faces the reality of an ageing population combined with falling birth rates. Thankfully, people are living longer and healthier lives, something to celebrate. But it also creates increasing pressure on healthcare, pensions, housing and public services. At the same time, fewer younger people being born, entering school and ultimately joining the workforce creates growing strain on businesses trying to sustain productivity and economic growth.

This demographic shift will shape almost every major policy area over the next twenty years, from taxation and healthcare to migration, education and economic competitiveness. It is not a challenge unique to Jersey, but smaller jurisdictions tend to feel these pressures far more quickly.

The next Government will therefore need more than short term political wins. It will need the confidence to make difficult decisions early, communicate honestly and focus relentlessly on Jersey’s long-term competitiveness. The election will be done and then limit the talk of themselves and get on with decision that will shape the Island for decades.