The Today show is coming to Bermuda next week in advance of the America’s Cup, putting Bermuda back in the international spotlight.

Kathie Lee Gifford and Hoda Kotb, the hosts for the popular NBC morning show, are scheduled to film two one-hour shows on the island to be aired next Thursday and Friday at 10am.

According to a Bermuda Tourism Authority spokesman, the “home base” for the broadcasts will be the recently renovated Hamilton Princess & Beach Club.

“A Today show advance team and talent are on the island now to produce segments for the shows that showcase Bermuda’s beauty, culture, as well as its preparations to host the 35th America’s Cup,” the spokesman said.

“The Today show is the top-rated US morning television programme among the valued 25 to 54 year-old demographic; the Bermuda Tourism Authority has been successfully targeting travellers under 45 years old in its consumer marketing strategy over the past three years. The 10am hour of Today typically attracts approximately 2.5 million daily viewers according to ratings agency Nielsen.”

Kevin Dallas, CEO of the BTA, said the programme’s interest in coming to the island demonstrates the value of the America’s Cup for attracting mainstream media outside of typical sailing circles.

“Equally importantly, it validates the hard work of our marketing team, led by Victoria Isley, our chief sales and marketing officer, to position Bermuda as a year-round destination for young adventure-seeking and experiential travellers which will continue to pay dividends well beyond this summer.”

In order to secure the filming, the BTA has partnered with the Hamilton Princess, along with JetBlue Vacations and public relations agency Turner.

The BTA also used the opportunity to note next week’s return of overnight cruise ship visits to St George’s and increased airlift to the island from Boston and New York on JetBlue.