Bermuda’s National Tourism Plan Released

October 24, 2018

A new National Tourism Plan for Bermuda was unveiled at the Bermuda Tourism Summit today [Oct 24], detailing the country’s roadmap to success for a balanced and growing tourism industry through 2025

A BTA spokesperson said that a “wide cross-section of the island’s tourism stakeholders was involved to construct the plan,” with more than 150 interviews from a broad group of stakeholders, 400 residents interviewed, 377 residents completed an online survey, 25 working group sessions with stakeholders to get input and feedback and more than 3,500 visitors and non-visitors surveyed as part of the quantitative research.

Success Indicators By 2025

Success Indicators By 2025

“On behalf of the Government of Bermuda I would like to extend my sincere gratitude to all who have put their hearts and minds into this endeavour,” said Jamahl Simmons, Minister of Economic Development and Tourism.

“Our government believes Bermuda’s greatest asset is its people. That belief underpinned the inclusive approach of the Bermuda Tourism Authority and the Government – embracing the knowledge, wisdom and experience of the country in the creation of a plan that will shape the next phase of Bermuda’s tourism revitalisation.”

“This is purposefully designed to be Bermuda’s plan, not the Bermuda Tourism Authority’s plan,” said Paul Telford, BTA Chairman. “The team gathered input from a variety of voices outside of our organisation – supporters and detractors – to ensure the plan represents the views of as many people as possible because we know Bermuda needs everyone’s buy-in to make the plan successful.”

“There are six success indicators for Bermuda to achieve during the six years of the plan between 2019 and 2025. Working groups, made up of partners from across Bermuda, will be tasked with keeping things on track.

“The roadmap for achieving the success indicators is made up of strategies and tactics, which are built into the plan using seven pillars. The pillars are represented in an acronym: AGILITY.

AGILITY visual October 2018

BTA Chief Executive Kevin Dallas said: “AGILITY is a very important part of the National Tourism Plan for three reasons: it’s actionable and easy to remember, it shows the collaboration necessary to make the plan successful and it’s a reminder to all of us that we must be agile in the coming years by enabling the change necessary to be more competitive and consumer-centric.”

“A recurring mantra in the plan is an imperative need to focus, given limited resources. On this point the plan is laser-focused on reaching the right people in the right locations for the right reasons. It explains the cities where Bermuda tourism marketing should focus (now and in the future), who the target consumers are and what on-island activities are needed to deliver the quality experiences travellers seek.

Three Core Areas of Focus

Three Core Areas of Focus October 2018

“The executive summary of the National Tourism Plan was handed out today to delegates at the Bermuda Tourism Summit. It’s also available on the Bermuda Tourism Authority website. The full report with complete research details will be available online in early November.”

The Bermuda’s National Tourism Plan 2019-2025 follows below [PDF here]:

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Comments (4)

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  1. 2 Bermudas says:

    Ya boi wouldn’t even thank de OBA for setting up de BTA. Boy, we are much better off with these guys than Global Hue and Faith Based Tourism and Beyonce and The Black Mayor’s Conference and the Playboy Mansion… Oh heck, I’m tired, I need some titty milk!! Ha ha ha!!

  2. David says:

    Hats off to the BTA, and all they’ve accomplished- especially in light of heavy opposition.

    With economic confidence trending down, our resurgent tourism product remains a bright spark. Can’t imagine what the landscape would look like if the naysayers had their way.

  3. eve says:

    It is always good to have a plan but this plan starting with groups to attract, HH incomes and number of trips they take looks good on shiny paper. For example; couples with HH $100K and families with HH $160K are not likely to consider Bermuda as a vacation/holiday vacation destination because they can get more for their dollar at other destinations. BTA held dance parties at various US east coast cities that mainly attracted singles in their 20’s with incomes well below the $100K the BTA threshold of $100K for them to be be targets. The plan leaves out the 55 and older repeat visitor who has kept Bermuda tourism alive during the worst of times and will still be there when the economy does a correction and the others don’t come. Proves again BTA doesn’t understand the history of tourism in Bermuda and how it must be part of any new plan.
    Offering visitors more to do only works if the visitor can afford it!

  4. Triangle Drifter says:

    Can’t help but feel like some gibberish from outside of the BTA was injected there. There is only one way & that is up from where we are.