A fresh drive to promote the Island’s pristine beaches will provide a host of “entrepreneurial opportunities”, according to the Bermuda Tourism Authority.

The authority’s chief product and experiences officer Pat Phillip-Fairn said that a “great tourism opportunity” was emerging on Bermuda’s shoreline.

Ms Phillip-Fairn’s comments came after the Clearwater concessions owner Marlon Laws last week called for more to be done to promote the St David’s beauty spot and make it more accessible to visitors by improving bus schedules.

“Beaches are a critical asset for Bermuda and that’s been true for a very long time based on beauty alone — people love to just sit and relax on our pink sand,” said Ms Phillip-Fairn.

“However, we’re looking to enhance the beach experience, which is consistent with our commitment to ‘experiential travel’.

“We’re a long way down the road on market research with our target consumers to dig deeper into what they consider the most desirable beach experiences.

“After we’ve gathered this data directly from consumers, we will encourage the development of new experiences that fill the gaps today’s travellers identify.”

Ms Phillip-Fairn said the BTA would look to enhance the traditional concessions Bermuda offers and maintained that the new opportunities stood a good chance of success because of the market research conducted by the authority.

She added: “This could be eco-tourism-related opportunities or perhaps active and wellness options that have a year-round application.

“In fact, this past February, we promoted yoga on the beach and found an audience for it.

“We also foresee a chance to enhance the traditional concessions Bermuda offers in food and beverage and on beach rentals like chairs and snorkel gear.

“A great tourism opportunity is emerging on Bermuda’s shoreline and we’re glad businesspeople like Mr Laws are already thinking about those opportunities.”