BTA Black History Month Social Campaign

February 2, 2021

The Bermuda Tourism Authority is “set to mark Black History Month in the U.S. with a celebration of Bermuda’s Black-owned tourism businesses.”

“The February initiative will highlight more than 20 businesses which have self-identified as Black-owned on the tourism stakeholder portal BTAConnect. The businesses, and the entrepreneurs behind them, will be featured across the organisation’s corporate and consumer social channels, interspersed with features on local Black history-makers,” the BTA said.

“Black History Month was created in the United States to shine a light on the oft obscured histories and achievements of African Americans. The observance of Black History Month has spread throughout the Diaspora, including Bermuda, and serves to show respect and acknowledgement for the rich history of people of African descent. More than 60% of Bermuda’s population identifies as Black.

Bermuda Cupcake Company will be the first in a series of business profiles featured in the BTA’s Black History Month social campaign

Bermuda Cupcake Company

Interim CEO, Glenn Jones, said “Our support for Black-owned tourism businesses must not be merely in words, it must be in actions as well. I’m delighted to see our team’s effort to promote these talented Bermudian makers, creators and entrepreneurs.

“The new Black heritage content on our website, the increased accessibility to the Black graveyard in St. George, our facilitation of Issa Rae’s visit last fall and now this social media programming–all of it is strategically important to meeting our ambitious National Tourism Plan goals around Black travel.”

The BTA added, “The BTA’s strategic work regarding Black travel has been ongoing. In 2018 BTA partnered with travel data experts, Mandala Research to explore ways to attract the Black traveler segment. The National Tourism Plan has set a target that seeks to double the island’s Black leisure air visitor figures by 2025. Increasingly, Black travelers seek out Black-owned businesses when they travel.

“Last year, the BTA assembled a directory of Black-owned businesses to contribute information on their products, services and experiences that highlight Black heritage, culture, and adventure. The online hub, titled, A Guide to Black Culture & Heritage, features Black-owned businesses which form an essential part of the diverse Bermuda visitor experience.

“Bermuda Cupcake Company, a gourmet cupcake and dessert food truck business will be the first in the series. Malisa Swan, owner, explains in the campaign her pride of Bermuda and entrepreneurism.

“BTAConnect is a partner portal for those who work or own businesses in the Bermuda tourism economy. It is designed to connect registered businesses with important strategic information about the industry and offers marketing opportunities.

“It also gives stakeholders ownership of their presence on All interested tourism entrepreneurs should email to get a user login for BTAConnect.”

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  1. John says:

    Of course you bring race into tourism.