Tourism Authority Takes Over Event Sponsorship

January 14, 2014

The Bermuda Tourism Authority [BTA] today announces that, effective January 7, it is responsible for making decisions regarding the sponsorship of and/or investment in any tourism related experiences in Bermuda from April 1, 2014. The decision-making responsibility was previously handled by Bermuda Department of Tourism.

There are two major classifications of investment: Tourism Experiences and Tourism Product Enhancement. A Bermuda Tourism Experience is defined as a journey that visitors embark on that connects part of them to Bermuda, creates memories they will take away with them and that will encourage them to return.

The BTA said they will support experiences that enhance the overall tourism product and/or raise awareness of Bermuda. Details on investment/support of Product Enhancement will be announced at a later date.

There are four categories in which funding may be provided:

  • 1) Experiences only – on-island attractions or activities
  • 2) Events – those that bring visitors to the Island or increase awareness
  • 3) Media Programmes – those that connect Bermuda internationally to our prime markets through media exposure
  • 4) Tourism Industry Services – provided by hotels and restaurants, travel agencies and tour operator services, tourist guide and other related services

Investment from the BTA is more likely if the proposed experience includes any of the following elements:

  • Unique experiences that connect visitors with the beauty of life that Bermuda has to offer
  • Attracts visitors to the Island travelling specifically for the experience
  • The experience or event includes a celebrity, sporting personality or prizewinning artist who in their own right are likely to attract media attention
  • The experience or event will likely cause an increase in the visitors’ length of stay and/or daily spend
  • Has multiple sources of funding
  • Has a provision of matching funds
  • The application is accompanied by a viable business plan
  • Is a unique experience, it cannot be found anywhere else in Bermuda or even internationally
  • Has wide support evidenced by letters
  • Is an experience that is in alignment with the Bermuda National Tourism Plan.

There will be an Experience Workshop on January 30 and 31 and it is highly recommended that anyone seeking investment support from Bermuda Tourism for experiences or events register. The purpose of the workshop is to present the new process and to assist applicants in applying for support.

The workshop will explain the new application forms and the information required, as well as the timing of review and response. Applicants should use the workshop as a resource to add value to their business plan. Application forms and more information is available online here.

David Dodwell, Chairman, Bermuda Tourism Authority, says: “Our intent with this new process is to ensure our investment helps us to meet the tourism goals for the upcoming year, to guide experiences in the right direction and to ensure alignment with the National Tourism Plan.

“Priority for funding will be awarded to experience organisers who bring a substantial amount of international visitors to the island, increase awareness of Bermuda to our defined markets and/or increase visitor spend.

“We welcome applications and hope that our new investment guidelines will encourage people to develop new experiences for our visitors.”

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Comments (12)

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  1. Pants on Fire says:

    Wonder when the Reefs will hold their first “sponsored” event.

    • Mazumbo says:

      Conflict of interest, don’t here any OBA/ubp’ers just imagine if that was someone from another Party.
      Selective amnesia. LMAO

  2. watching says:

    Wonder when the Minister of Tourism position will cease to exist. I mean, is there even a Department of Tourism anymore?

    • Triangle Drifter says:

      Now why would the position of Tourism Minister cease to exist? Is there not a need for a high level link between the TA & Government? If Government money is going to be in the TA there needs to be Government representation to be sure that money is used wisely.

      No more stupid promotions which don’t yield tourism dollars.

      • watching says:

        The CEO can maintain that link.

      • Impressive says:

        Yes TD, there is a need for a high level link between the Tourism Authority and Government, unfortunately Shawn Crockwell is not “High Level”, he may be a link though, who knows what type.

      • Hmmmmm says:

        You mean like the Restaurant Week announced by the Minister today? Couldn’t agree more. Total BS. Tourism dollars to promote restaurant specials for locals and the 9 tourists here in Jan/Feb. Whatever.

        • Bermuda Male says:

          If there are only 9 tourists currently in Bermuda then it clearly highlights that previous tourism approaches have failed miserably and that change might not be such a bad thing.

  3. CBA says:

    It’s amazing that every new idea put forth is criticised. This Government was elected to try new things in order to revive our struggling island. We all know of the failures of tourism in the past decade, so why not try something new?

    • Time Shall Tell says:

      Actually besides for a slight bump in 1996 the tourism numbers have been on a steady decline since the early 90′s. However, the highest tourism income was in 2006 & 2007 which saw higher income then even in the mid 90′s. Then in 2011 Bermuda managed to net the same income from tourism as it did in 1996, even though we had over 150,000 less tourist visit. (look it up for yourself)

      Really the figures to which are normally published (number of air arrivals, number of cruise ship arrivals)only tell part of the story & should not be used as to how good tourism is doing. Think about it, if two people each own a store selling the same products & one has over 10,000 people enter their store while the other only has 1,000 over the course of a month. At the end of the month the store that had 10,000 people enter their store netted $5,000 while the store who had only 1,000 people enter the store nets $5,000. Do we measure success by the number of people who passed through the doors or by the income made over a given period of time?

      The real issue at hand is the spread of this income & not the actual income itself.

      • Hmmm says:

        You’d have to adjust the figures for inflation to compare.

  4. JUNK YARD DOG says:

    Bernews.
    Please keep an on going open page so we all can contribute positive ideas and suggestions for our Visitor experience.

    When my guests arrive at my door they get ” Red Carpet”

    Bermuda’s door is the L.F Wade International Airport.

    Visitors coming to Bermuda have every right to expect
    “Red Carpet Treatment” or “5 Star” if you will,just like they would expect to receive if they went to other exotic destinations.

    We are competing with them.

    Bermuda’s Airport should not be a people conveyer belt factory.
    A Visitor should not expect to stand in line like cattle at the Airport waiting for paperwork to be processed.

    There is plenty of existing space available there for a purpose built visitor reception and departure lounge area with all the amenities where our visitors can receive Bermuda hospitality.