BTA chief executive Bill Hanbury’s edited remarks to launch the Tourism Summit:

Honourable Minister Shawn Crockwell, thank you for being with us today. You have done a commendable job leading the Government’s tourism effort during a challenging and dynamic moment in Bermuda’s history. Also, chairman David Dodwell, thank you. Your contributions of time and expertise are deeply appreciated by this CEO and the BTA team.

Most of all, though, thanks to all of you for being with us today. I know you’re here because you care about the growth of tourism and the future of the country. You are here because you want to see Bermuda succeed.

Well, you’re right on time. We have before us a once-in-a-generation opportunity to change the game. Tourism momentum is building; success is a real possibility.

We trust everyone in this room will do their best to build on Bermuda’s recent accomplishments. From America’s Cup and the bipartisan agreement about the need for a new airport facility, to the recent announcements concerning hotel development that will create jobs and family-sustaining opportunities for Bermudians, tourism is moving in the right direction.

What we need now is collaboration to ensure these opportunities reach their full potential. Collaboration is key to maximising the significant prospects that lies in front of us. Dissension is the enemy of success.

So, today we make a call for:

• dialogue before rancour,

• support ahead of suspicion

• togetherness instead of discord

We suggest that there is a lack of collaboration in the current discourse. It’s not productive, and if you have a vested interest in Bermuda tourism — as most of you do — it’s a momentum killer. The internet allows the world to view the differences taking place on the island. Differences are to be welcomed and expected, especially if presented constructively. But, the scale and negative nature of the debate around tourism can be distracting; and it can, and will impact Bermuda’s profile externally. If we don’t fix this soon, we’ll miss our once-in-a-generation opportunity to change the game.

In a highly competitive marketplace, our collective actions need to show that Bermuda is playing in the big leagues, on a global stage. It’s collaboration and teamwork that will help tourism recover economically. It’s collaboration and teamwork that will help attract sorely needed foreign investment to get tourism growing again. This is how we can realise the success that awaits us on a very near horizon.

Let’s commit today to change the direction of the dialogue and most importantly, the trend lines. The BTA stands ready to work with all parties to reinvigorate tourism and help build real pride in what the country is trying to accomplish. Pride in and of itself is actually a very valuable economic development tool. Think about the pride you felt this past October when Bermuda got up off the mat not once but twice! Those storms were strong, but as one hearty Bermudian told ABC News — Bermuda is stronger!

One of the country’s biggest challenges is job creation; in particular, job creation at the entry-level. Of all the components of the economy that creates entry-level jobs, it is the tourism sector — family sustaining, upwardly mobile jobs — which are the difference between abundance and hardship for some Bermuda families. Forget politics; everyone needs to rally to this cause. The BTA is nothing if not an organisation of Bermudians working to create jobs for Bermudians. The BTA staff is a group of dedicated people who get out of bed earlier and stay at work later.

And, the BTA team is one of the finest groups of young Bermudians ever assembled in one place, at one time to promote the island. Walk into our office and you will feel and see the energy. You will be inspired! I’m inspired every day by a group of researchers, graphic artists, PR professionals, accountants, marketing and sales experts, event management professionals — all patriots, real modern-day, 21st century Bermuda patriots. They are a large part of the reason tourism is moving in the right direction.

The BTA is nine months old. I’m sure it seems like an eternity for some people, but it’s only been nine months. During this time, we have been building a world-class destination marketing organisation. We have 38 staff members, of which 90 per cent are Bermudian. There has been no government interference in the way that BTA goes to market. We are directed by what the marketplace demands of world-class destinations and what customers are telling us — no destination can afford to ignore what the customer wants.

Significant changes have been made in how Bermuda presents itself to the world. We have a new PR firm, new social media channels and new tourism partner agreements. We are about to select a new advertising agency. We’re making a concerted on-island effort to improve Bermuda’s tourism product and experience. Our targeted grant investment programmeme has been hailed for its fairness, transparency, focus and, most importantly, effectiveness. There are many people in the room today that are recipients of our marketing and sponsor support.

When it comes to marketing and sales, we are fusing data, insights, technology, creativity and plain, old hard work to connect with customers in the moment that matters — via the medium they’re most receptive to.

BTA’s marketing objectives are crystal clear:

• Arrest the decline in visitor numbers

• Increase air arrivals to impact the entire tourism value chain

• Better integrate our brand messages

• Match Bermuda’s authentic experiences with consumers’ desire

• Build year-round demand

I’d like to tell you we have completely turned the corner. We have not; much work still needs to be accomplished. However, 2015 is going to be a better year and you’ll hear more about that in the session on our forecast and projections.

BTA has developed seven foundational directives which are helping us rebuild the tourism economy.

They include:

One, move from a “seasonal” to a “year-round” destination. We can’t afford to rest in the off-season. Bermuda families and their living expenses don’t take a vacation in the off-season. We need to keep people working on a year-round basis. So, BTA is allocating more marketing resources to our shoulder seasons.

Two, geographically identify Bermuda as an Atlantic instead of a Caribbean destination. We have different seasons, usually less severe weather, shorter flight times from all our feeder markets and even a different consumer experience. This is all about geography and the marketing advantage it provides. It’s a simple fact that Bermuda is not in the Caribbean and we need to take full advantage of that fact.

Three, don’t boil the ocean. Bermuda is a quality destination for discriminating consumers, and the price structure of the island’s hospitality industry requires we market to the upper-tiers of the personas. To suggest anything else would waste marketing assets by selling to audiences that won’t, or can’t buy Bermuda. This directive also is geographically focused predominately on northeastern United States, Canada and the UK. No need to go anywhere else to find the audiences waiting to buy our products.

Four, embrace 21st century marketing. We are investing in building brand over the long-haul. There will be no more “one-off” programmes that only solve to the short-term. In fact, every time you solve to the short-term it’s at the expense of building long-term brand recognition. We are embracing social media and maximising the value of public relations like never before. We also are better aligned according to our booking channels and how consumers are actually making decisions. From online travel agents and tour operators to airlines and sales representation firms, the coordination of the Bermuda brand message has never been stronger.

Five, a renewed emphasis on the island’s British charm and island Soul. We call it “Proper Fun”. Visitors love our British and Caribbean influences. Thus, our historic British antiquities and traditions should be better promoted; and we will celebrate our strong connection to Caribbean heritage, art, culture and cuisine; while also shinning a light on the rich culture of our Portuguese community.

Six, celebrate the real Bermuda and its people. No more “invented” events not reflecting Bermuda’s true heritage. The BTA is investing-in and nurturing Bermuda arts, culture, history and cuisine. We are placing more focus on our extraordinary marine and nautical legacy, plus embracing Bermuda’s world-class natural and ecological resources. True and authentic is what the global consumer demands and BTA is working with Bermuda entrepreneurs to deliver these types of experiences.

Finally number seven, global visitors desire sports and recreational experiences. BTA has initiated a new golf direction that includes an Advisory Board, an on-island concierge, and selective sponsorships which are generating room nights. From rugby, sailing and football to triathlons, fishing and scuba diving there’s a place for athletics and recreation in Bermuda market mix.