I read this week that many Britons prefer a series of long weekends to the single all-embracing holiday, and that some will go to the ends of the known world to take a break.

A three-day break in Buenos Aires may be within reach of the more adventurous traveller, but for a weekend away, it's the quicker the better for me.

This may be because my first holidays were as part of a family of six sardined into a Wolseley 1500 driving on various B roads to Torquay on a ten-hour journey from Derbyshire.

I recalled the whole sorry business of my early travel while sitting on a delightfully peaceful Channel Islands beach last month - just 200 minutes after leaving home in south London.

A taxi to London City Airport, one hour by VLM Airlines to Jersey, and we were staring at the sea, having collected a hire car and booked into the hotel.

It was then I began to see the attraction of Jersey. In this age of fly anywhere for £17 and bring-your-own sandwiches, Jersey has largely escaped the budget flight brigade.

But this has been its saving grace for there is no discernible riff-raff whatsoever. There are no stag nights, hen parties or rugby club tours.

However, in a bid to connect with new, young travellers, the destination famed for its millionaire residents has relaunched itself in a ''find your own island'' campaign.

To this end there is: Garden Jersey, Food Festival Jersey, Jersey in Bloom, Walking Jersey, Golfing Jersey, Get Married in Jersey, Gourmet Jersey.

Wherever your interests lie, you can easily find a friendly expert able to tell you more about it.

Then there's a choice of sporting activities which leave me too breathless to even think about: surfing, jetskiing, blo-karting, sailing, skydiving, coaststeering, wakeboarding and skydiving.

Many of these are new to me, and sadly, advanced gout means that the oxygen has run out for my days of competitive watersports.

But I soon felt healthier after taking in the bracing sea breezes on the impressive terrace of Hotel Cristina, with its excellent views across St Aubin's Bay, where a festival celebrating the island's passion for the sea was in full swing.

It's an easy stroll to St Aubin's Harbour, and its excellent choice of restaurants and shops. You can go by bike on a cycle path avoiding coast road traffic.

Standing proud over St Aubin's Bay is the imposing landmark of Elizabeth Castle, which is built across two inlets and defended the island for more than 300 years.

There's something deeply relaxing about cycling around Jersey, even for the fairly unfit. From St Aubin we followed one of the six cycle path routes along the west coast, popular with surfers.

There is little traffic once the south of the island is left behind and cycle routes keep you well away from what few cars there are.

For those needing a rest, plenty of stopping off points offer grand sea views.

St Quen's Bay offers a mile of beach and is the main area for the island's water sports. We left the bracing air and headed inland, where beautiful country lanes, unspoilt by cars, led into rich farmland.

The north coast is a sterner test for cyclists. It has pretty bays which are glorious to discover if you leave the cycle routes, but the hills on the return journey present some difficult climbs.

Walking on Jersey's wide open spaces is a delight. There are days of leisurely exploring to enjoy on the 15 miles of north coast footpaths, taking in the bays of St John's, Giffard and Bonne Nuit.

Possibly the only criticism of the island is that in the south there's too much traffic. In so many sleepy corners of the island you enter a different a world, reminiscent of the 1950s.

But you are likely to leave locals looking a little alarmed at any suggestion the place feels like England 50 years ago.

I rather think they're missing a trick. In much the same way as the English seaside holiday has been rediscovered with humble beach huts fetching £40,000, Jersey is ripe for the plucking.

The whole island has elements of the 1950s, with crab sandwiches, clotted cream and all, but only yards away are modern restaurants where you can stare out over magnificent views and work your way through the menu.

Much of the exceptional food which Jersey produces is seen in St Helier's Central Market, an ornate Victorian building with a glass roof supported by decorated iron pillars and a central tiered fountain. Ormers, a rare marine snail harvested between September and April, is such a local delicacy that fines are imposed on those who hunt it outside designated times.

Jersey is famous for superb sea food, including crabs, sole, plaice and lobsters in waters warmed by the Gulf Stream, and oysters from the Royal Bay of Grouville. Rich and creamy milk, as well as cream and butter are augmented by a wide range of ice creams, organic products, creme fraiche and yoghurt.

The key to uniting these disparate worlds is the humble pushbike which enables you to escape any crowd there may be in double quick time.

It is the best of both worlds. Jersey can celebrate its heritage, which includes five years of Nazi occupation during the Second World War, and can be proud of its modern attractions, including a zoo run by the Durrell Wildlife Conservation Trust.

I spoke to a number of people who were regular visitors. They had an abiding affection for the island, but struggled to list its enduring attractions.

''It's very relaxing,'' was the universal agreement.

And it is too, I've never slept more soundly.

TRAVELFACTS

John Stacey was a guest of the Jersey Tourist Board. He flew with VLM Airlines from London City Airport. Return VLM fares to Jersey during September start at £86.80. VLM reservations: 020 7476 6677.

He rented a car from Hertz (01534 636 666) and cycle from Jersey Cycle Tours (01534 482 898 or 746 780) which also provides maps, lights and locks.

Hotel Cristina rooms start at £53 per night, and from October 1-22, they come with free car hire. Children (2-11) get a 75 per cent reduction, while 12-16 year olds get a 62 per cent reduction sharing rooms with parents. Reservations: 01534 758 024.

Tour operator Travelsmith offers two nights' B&B at Hotel Cristina and return VLM flights from London City Airport for £213 until Sept 30, £203 through Oct. Five night prices are £271 and £261 respectively.

There are flights from 25 regional airports to Jersey, including BMIbaby (0870 264 2229) from Manchester and FlyBe (0871 700 0535) from Glasgow.