A new strategy to attract visitors is aiming to bring in $1.2 billion a year to the island by 2025, the Bermuda Tourism Authority said yesterday.

The new National Tourism Plan said the growth — equal to 4.5 per cent a year — was part of a six-point plan to boost the industry over the six years from 2019.

Kevin Dallas, the chief executive of the BTA, said: “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’s 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 experience travellers seek.”

Mr Dallas was speaking at the annual Bermuda Tourism Summit, held at the Hamilton Princess & Beach Club.

The BTA said five other “success indicators” had been identified for the six-year period.

The authority said it wanted to see a 5 per cent boost in tourist summer air arrivals to 30 per cent over the time frame.

The off-season, September to May, is targeted for an increase of 4 per cent in the number of visitors from 52 per cent last year to 56 per cent.

The BTA also wants to see the number of African-American tourists double from the 4 per cent of the total in 2017-18 to 8 per cent.

It is also hoped to increase the number of people who would recommend Bermuda as a holiday destination to family and friends from the 76 per cent recorded this year to 83 per cent by 2025.

The authority also wants to see 70 per cent of island residents backing the development of the industry, compared with the 61 per cent logged this year.

Paul Telford, the BTA chairman, said: “This is purposefully designed to be Bermuda’s plan, not the Bermuda Tourism Authority’s plan.

“The team gathered input from a variety of voices outside our organisation — supporters and detractors — to ensure the plan represents the view of as many people as possible because we know Bermuda needs to everyone buy in to make the plan successful.”

More than 150 interviews with people involved in the industry were carried out, as well as with 400 residents.

Residents also completed nearly 380 online surveys, and 25 working group sessions with industry figures were held.

More than 3,500 people, both visitors and non-visitors were surveyed for their views.

Jamahl Simmons, the tourism minister, said: “Our government believes Bermuda’s greatest asset is our 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.”

The authority also unveiled its seven-point strategy and tactics list to improve tourism under the acronym “Agility”.

The acronym was drawn from awareness, greener, infrastructure, local involvement, innovation, tourism and groups and year-round instead of a summer peak and a slow season.