Minister Crockwell On Sports Tourism Plans

April 10, 2013

One of the vital components identified in the National Tourism Plan was “creating an increased awareness of Bermuda’s world-class sporting product to drive visitation,” Minister of Tourism Development and Transport Shawn Crockwell said.

The Minister said sports tourism highlights Bermuda to millions of TV viewers, internet and social media users around the world.

He mentioned some of our sporting events the island presently hosts such as the PGA Grand Slam of Golf, Argo Group Gold Cup, Charleston Bermuda Yacht Race, Round The Sound Swim, Bermuda Regional Bridge Tournament, Bermuda Open Volleyball Tournament, Bermuda Beach Tennis Tournament, Gosling’s Invitational Golf Tournament, and the World Rugby Classic.

“We look forward to partnering and building quick-win, new sporting events in 2013 to include niche markets in lacrosse, youth soccer and sailing, field hockey, adventure races, yoga and various other sports that will bring visitors to our shores,” said Minister Crockwell.

The Minister was speaking on sports tourism as part of a larger presentation on the 2012 year end tourism report and the outlook for the coming year.

The portion of Minister Crockwell’s speech about Sports Tourism is below:

One of the vital components identified in the National Tourism Plan was creating an increased awareness of Bermuda’s world-class sporting product to drive visitation. Sports is a uniting factor that brings people from all walks of life together. We believe that our proximity, facilities and weather all help make us an attractive option for the sports tourism market.

In 2012, The Department of Tourism sponsored financially, or with in-kind services, more than 40 sports tourism-related events that brought several thousand visitors to our shores. The Department will look to expand on the number of events and thus the visitors coming to Bermuda in 2013 for sports-related experiences. We will also look to work with our sports tourism product providers to ensure that they are effectively marketed and promoted and thus living up to our visitors’ expectations.

The performance of each sports tourism event sponsored by the Department of Tourism is analyzed against the Department’s goals and objectives. They have been assessed through a performance-based model to ensure that they stimulate our economy by bringing visitors to our shores; act as awareness enhancers of our product via, TV, online, print and social media; provide value added opportunities for visitors planning a Bermuda vacation; and act as a basis for attracting future business.

Sports Tourism also highlights Bermuda to millions of TV viewers, internet and social media users around the world. Not only do sports tourism events bring visitors, but the value of the media exposure for events such as the PGA Grand Slam of Golf and The Argo Group Gold Cup successfully reach into the tens of millions of dollars and puts Bermuda at the forefront of the consumer’s mind when considering a vacation destination.

As such, we are happy with the new two-year agreement with the PGA Grand Slam of Golf, and the 2013 tournament will be held Oct 14-16, 2013. It will once again be televised in a multitude of different countries around the world.

We also look forward once again to hosting the Charleston – Bermuda Race in May. This event is particularly relevant as yacht business continues to grow out of our main U.S. market. In 2012 we saw a 65% increase in yacht arrivals and we look for that number to continue to strengthen moving forward.

Other growing events such as the Round The Sound Swim, Bermuda Regional Bridge Tournament, The Bermuda Open Volleyball Tournament, The Bermuda Beach Tennis Tournament and the Gosling’s Invitational Golf Tournament appeal to various niche markets that Bermuda has done well to attract. They bring visitors to our shores in smaller numbers, but at critical times during our Golf and Spa season when business is usually slower.

Events such as The PGA Grand Slam of Golf, the World Rugby Classic and the Argo Group Gold Cup show the synergistic relationship between business and tourism as they provide excellent corporate hospitality, networking and team building vehicles that portrays Bermuda as a destination for both business and pleasure and expand our potential for long term sustainability.

We look forward to partnering and building quick-win, new sporting events in 2013 to include niche markets in lacrosse, youth soccer and sailing, field hockey, adventure races, yoga and various other sports that will bring visitors to our shores.

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Comments (10)

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  1. Serious though says:

    Minister put on a your thinking cap together with the tourism department and bring in new events , these events already exists , what are you trying to accomplish ?? Just saying

    1. Eco tourism, promoting the Sargasso Sea area, “halo”
    2. Golfing,
    3. Fishing

    • Black Soil says:

      He’s looking into all dat cousin!

    • Yes Minister, do put on the, “thinking cap” While promoting the Bermu-da-ful Islands, also look into package deals for the families who find Bermuda, “out of their league” Therefore, if you/we can get everyone that will profit onboard with cheaper flights and hotel and guesthouses accomodations and tours we we without a doubt, see a positive change…

  2. Pastor Syl Hayward says:

    I don’t know whether there would be enough appeal for it to be televised, but yoga on one of our beaches, tai chi on Astwood Park or in the Arboretum seems like the ultimate in peace and serenity to me.

  3. Pastor Syl Hayward says:

    Just been looking at the “Plates of Passion” article. Given the current popularity of televised cooking shows, this might be another possible tourism draw, if it isn’t already.

  4. Bob says:

    Charlestown-Bermuda??? You mean the Marion to Bermuda surely Minister Crockwell.

    • datguy says:

      nope… the charleston bermuda race is one of them along with the newport bermuda race and marion race!

  5. Watching says:

    This is what irritates me! Everyone is always trying to create a new event. Here is an idea, why don’t we invest more in what we already have and make them better!!!

  6. There is no golf on the east coast of the US from Nov – March…this is the perfect time to market golf weekends…offer a 5 day package deal to include airfare, hotel, 4 days of golf at different courses. Bermudians and local corporate golfers can join in the mini tournaments. It would be great for the hotels, bars, restuarants and the golfers will take back something for the family while they are here…golfers usually have a little money and if they can go to Bermuda, only 3 hrs away at most (90 mins from NY) they will come here…gauranteed. It just needs to be marketed right. All of those corporations on the east coast…that’s an easy win. All it takes is a little organization.

  7. Did he do it? says:

    Will somebody put on an International Cross Fit Games! People all over the world are traveling big time for this! It could be put on at Horseshoe bay Beach! Go ahead and name it whatever you wish!