BTA’s Isley Named One Of Top 25 Minds in Travel
Bermuda Tourism Authority [BTA] Chief Sales and Marketing Officer Victoria Isley has been named one of the “Top 25 Extraordinary Minds” in the travel industry.
Hospitality Sales and Marketing Association International [HSMAI] will honour Ms Isley and 24 other industry professionals from around the world at a ceremony in New York City tonight.
Ms Isley was selected as a “Top 25” designee from a slate of submissions judged by a panel of senior executives in the hospitality and travel field.
The BTA said, “In 2016, Bermuda tourism experienced its best performance year since 2007, growing leisure air arrivals and visitor spending year-over-year 17 percent and 18 percent respectively.
“Ms Isley was instrumental in the development and implementation of a new brand strategy about a year ago, one of the components that drove positive results for Bermuda.
“The shift in brand identity helped attract a younger audience to the island – more than half of all vacationers arriving by air in 2016 were under 45 years old. These results over the past 18 months got the attention of the HSMAI panel.”
“Everyone at the BTA is so proud of Vic and her team for helping shape the tourism turnaround we are experiencing,” said BTA CEO Kevin Dallas.
“With an open mind and a keen ear, she helped Bermuda find its brand voice and, as our 2016 results demonstrate, the marketplace is responding well to that voice.
“I think this award from HSMAI validates what we already know internally: we have a winning team at the BTA that has developed a winning sales and marketing strategy, which is producing a strong return on investment for Bermuda.”
Ms Isley said: “I’m honoured by the designation and proud to be part of a team bringing Bermuda’s stories to life for new travellers. Importantly,
“I’m grateful to the on-island and off-island partners that were willing to believe in and contribute to our collective success for the Bermuda tourism industry.
“The island is such a natural muse in our storytelling strategy. There is such a mystique about Bermuda, its people and its stories that are set apart out there in the middle of the ocean. I find that truly inspiring.
“My motivation for being in the destination marketing industry my entire career is because it’s so emotionally and economically beneficial – to people and to places. I’m looking forward to working for even greater success for Bermuda.”
Victoria Isley joined the BTA in June 2014 after having worked for Destination DC, Tampa Bay Convention and Visitors Bureau and Destination Marketing Association International.
In addition to the HSMAI Top 25 Extraordinary Minds accolade, the organisation will also hand out its annual Adrian Awards tonight. The BTA’s efforts in public relations and marketing are in contention for recognition.
Its hard for me to understand, it truly is. We have the lowest numbers ever in our tourism industry history within the past two years but yet we up 17 percent year to year?? Not sure about a winning sales and marketing strategy. Hard me or anyone in their right mind to give award on those numbers. One of 25 top minds in travel, please.