Tracy Berkeley Appointed As BTA CEO

March 17, 2023 | 5 Comments

[Updated] The Bermuda Tourism Authority has confirmed that Tracy Berkeley — who has served as the interim CEO since June 2022 – has been appointed the Chief Executive Officer.

A spokesperson said, “The Bermuda Tourism Authority [BTA] has confirmed Tracy Berkeley as Chief Executive Officer, creating history as the organisation’s first female leader. Berkeley has been serving as the BTA’s Interim CEO since June 2022.

“Tracy Berkeley joined the Bermuda Tourism Authority in January 2020 and took on the role of interim CEO in June 2022. Within the last nine months, Berkeley has worked tirelessly to stabilize the organization for increased team productivity, raised the awareness and relevance of the destination by meeting with stakeholders in the travel trade, and media industries, and worked alongside partners to deliver the BTA’s award-winning Lost Yet Found campaign.

“With her steady hand, Berkeley has helped to build a new leadership team that is better fit to meet the organisation’s needs, reengaged with key industry leaders, and most importantly, restored the credibility of the BTA in the eyes of its stakeholders. Berkeley serves on several private and public Boards and is a 2024 Certified Destination Management Executive [CDME] candidate.

Tracy Berkeley Bermuda March 17 2023

When asked about her appointment as BTA CEO, Tracy Berkeley said: “It is with a deep sense of pride and humility that I officially take the helm as the CEO of the Bermuda Tourism Authority. We are starting to see incremental growth along with a reinvigorated local community. Our success can be attributed in part to a focused, data-led strategic recovery plan and our commitment to seeing it through.

“By championing Bermuda’s core strengths and engaging with media and trade partners around the world, we have been able to leverage the island’s key selling characteristics and reinforce the message that we are open business. I am profoundly grateful for the opportunity to further develop this vital sector of the island’s economy.”

“We are excited to announce Tracy Berkeley to the position of CEO and are confident that the organization — and Bermuda as a whole — will benefit greatly from her leadership and expertise,” said Wayne Caines, Chairman of the BTA Board. He continued, “as Interim CEO, she answered the call to take on the challenge and delivered against a clear set of mandates, determined by the board, impeccably. I am confident that she will continue to do so with our support and the support of the island’s valuable community.”

“I am pleased by the announcement of Tracy Berkeley in the role of CEO for the BTA. I support her confirmation in the role and that this appointment was done in consultation with me as the Minister of Tourism. I am looking forward to continued engagement with Ms. Berkeley, her team and all of our industry partners.” said Minister of Tourism and Cabinet Office, Vance Campbell.

“There is renewed energy and focus within our organisation and the tourism industry as a whole. As we gear up for what looks to be a steadying year of growth, we are working hard to strengthen our local and international partnerships to lay out plans for the future of tourism. The team is progressing with an emphasis on enhanced product offerings and service levels. We look forward to putting our ideas into action and working together to ensure continued prosperity for Bermuda,” ended Tracy Berkeley.

Update 2.24pm: Shadow Tourism Minister the Hon Craig Cannonier said, “Firstly, I’d like to thank Mrs. Berkeley for stepping into such a crucial role as Acting CEO during a most difficult time in our ailing tourism industry. It is clear the BTA Board stands behind her efforts and to that I say congratulations.

“It’s indeed historic that she became the first female CEO during Women’s History Month—congratulations!

“I personally have seen her fight for the autonomy of the BTA and speak frankly to things like the TA form and fee and its adverse effects on our tourism product. There is much to do, and Mrs. Berkeley knows this. Let’s get on with the work needed to save this industry.”

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Comments (5)

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  1. Joe Bloggs says:

    Hopefully Ms Berkley will have a better relationship with the Minister of Tourism than her predecessors have had.

    Best of luck to you and congratulations, Ms Berkley!

    • Secret Squirrel says:

      If she can be made to do HIS bidding, she will…..

      • Ringmaster says:

        No need to look too far, just need someone to do what they’re told to do without question. History has shown creative and experienced BTA CEO’s didn’t last long.

  2. Nicky says:

    What is going on with Wayne Caines, the wishy washy chairman of the Bermuda Tourism authority when just a month or so ago the board were on the verge of announcing Ms Berkley as the CEO of the BTA and then they announced she was not going to be the CEO and they were doing a world wide search for a new CEO and hired an international firm. How much did they pay them? Now Mr Caines changes his tune yet again and she is announced as the CEO.

    Why the change Mr. Caines? What is going on in the BTA? Good luck Ms Berkley!

    • Chatty Sue says:

      Really??? Mr. Caines is not the person that confirms the CEO the minister is. So if there was any uncertainty it was beyond the board level as they recommend her from the beginning.

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