2023 Outlook

We recognise the vital importance tourism plays in Bermuda’s economy in terms of Government revenue, foreign exchange and jobs, and we do not take lightly the responsibility of continuing to strengthen the tourism economic pillar. Through strategic partnerships and events, we are showcasing the strengths of our island and optimising our sales and marketing initiatives in our priority markets. Our focus is on increasing relevant promotions and experiences that attract the desired visitors to Bermuda. Through signature events such as USTAF, the Celebrity Golf Invitational, Butterfield Bermuda Championship, and Restaurant Weeks we are creating cherished lifetime memories for visitors and our residents to enjoy. These strategically targeted efforts aim to bring back the visitors we depend on and progress our goal to become a year-round destination.

Partnerships with local and overseas professionals serve to enhance our marketing efforts and I am pleased that in April 2023 we partnered with international communications firm BerlinRosen who will assist with advertising, digital marketing, branding, earned media and design. We are also continuing our collaboration with marketing firm Miles Partnership for paid media initiatives. Miles has partnered with more than 130 destinations and hospitality businesses worldwide. These partnserhips enable us to access millions of potential visitors from key markets. 

Bermuda has also rejoined the Caribbean Tourism Organization (CTO) as a member country through a collaborative partnership with the Bermuda Government and the BTA while also remaining accredited by Destinations International (DI). Bermuda’s membership of the CTO as well as being accredited with DI will ensure our team can access expertise from other destination marketing professionals, resources and ideas to continue reinvigorating and growing Bermuda’s tourism sector. Our membership of DI will also provide our team with ongoing access to professional development to ensure Bermuda remains a world-class destination.

We are also reaping the benefits of our Experience Investment Programme. Launched in 2016, the programme supports Bermudian tourism entrepreneurs to create innovative home-grown experiences that attract and elevate on-island experience for visitors. These entreprenurs are creating positive travel experiences and are dedicated to ensuring that visitors are well-served and informed throughout their time on-island. 

The termination of Bermuda’s Public Health (COVID) Emergency Orders in November 2022 has significantly increased our appeal as a vacation destination for 2023. We are excited to welcome over 220 cruise calls and anticipate a historic increase in cruise arrivals, which will positively impact tax revenue and bring more visitors to businesses at each port.

While air capacity to Bermuda is expected to reach at least 76% of 2019 levels this summer, our hotel inventory remains at approximately 73% of pre-pandemic levels. While reduced airlift and hotel beds will limit growth in air visitors, our Team and Group pillar of the National Tourism Plan continues to build on the success of our efforts to attract small groups, business meetings, conferences and retreats as well as leisure and sports groups to experience the Island. Despite the airlift and hotel beds shortfall, bookings for the year are trending strongly and should translate into significant growth when compared to 2022.

Although we received disappointing news about the temporary cancellation of American Airlines’ Miami flight, we have positive expectations for growth in our highest-performing markets, with multiple flights scheduled across the US, Canada, and daily service from the UK. We understand that air capacity is a critical concern, not only for tourism but also for Bermuda’s international business community. We will continue to support the Ministry of Transport to identify needs, engage partners, and create demand to expand airlift to the island.

Our strategic approach to recovery extends beyond marketing and promotion. We are committed to investing in our workforce through the Anchor Bermuda programme, which is expected to launch in Q4 2023. This initiative prepares our residents for opportunities in the tourism sector, equipping them with the necessary skills for success. Cultivating a well-trained workforce lays the foundation for sustainable growth and prosperity. We believe the best ambassadors for Bermuda are Bermudians who are knowledgable and proud to showcase their beautiful island home and heritage. 

Inclusivity and collaboration are core values for us. We value the perspectives and expertise of all stakeholders and actively seek their input and feedback. Through open dialogue and transparent communication, we will create an environment where everyone can thrive and contribute to the future of tourism.

As we continue on this journey, we will continue to embrace challenges as opportunities for innovation. Our success will rely on meticulous planning, adaptability, and a collective effort. We are fully committed to dedicating the necessary resources and time to achieve our goals for the benefit of Bermuda and her people.

On behalf of the entire BTA team, thank you for your continued support. I invite our entire community to join us in creating a future where Bermuda shines brightly as a destination of choice.

Sincerly,

Tracy Berkeley

CEO, Bermuda Tourism Authority