Family Travel Group To Hold Summit in Bermuda
Family Travel Association will hold its annual summit in Bermuda this October, part of what the Bermuda Tourism Authority says is a renewed focus on attracting young families to the island for vacation.
Bermuda’s latest tourism industry numbers released yesterday show growth across all age categories, including children under 17-years-old.
BTA CEO Kevin Dallas said, “In visitor stats, in media coverage and on social media couples with young children are a constant so we want to align stakeholders to ensure we’re growing this market segment and serving it with well-suited on-island experiences.”
“The cover story in the April 2018 edition of Travel + Leisure is a first-person account of travel writer Jacqueline Gifford who came to Bermuda with her husband and toddler this past January,” the BTA said.
“Around the same time, YouTube star Casey Neistat began posting his videos on social media after taking a trip out here with his wife and toddler. He called the video “Bermuda Family Trip Weekend”. It’s estimated the content of Mr Neistat and Ms Gifford reached more than seven million consumers.”
“These influences are part of a target audience we refer to as active families and the content they’ve created helps other active families to see themselves in Bermuda,” said Mr Dallas.
The BTA added, “The Bermuda Tourism Authority also launched a micro-campaign in 2018 targeting active families for spring break travel. The campaign included creating a custom family-focused itinerary as well as targeted search engine and Facebook advertising.
“Expectant couples with young children already in the family are especially drawn to a campaign of this kind because Bermuda has no local cases of Zika transmission and a comprehensive mosquito control programme to keep the island safe.
“The Family Travel Association Annual Summit will take place at the Fairmont Southampton October 7th to 10th, bringing together about 200 family-focused tour operators, travel agents and media. The FTA Summit is a trade-only, conference-style event that brings together the leading players and key influencers in family travel.”
The Bermuda Tourism Authority is one of the summit partners.
“We are pleased to work with the Family Travel Association to host their 4th Annual Summit in Bermuda,” said Bermuda Tourism Authority Chief Sales and Marketing Officer Victoria Isley. “From cycling the railway trail to snorkelling the reefs, we are excited to showcase the island’s activities and experiences to travel companies, experts and media that cater to active families.”
