With new investment, changing traveller expectations and growing global competition, the Bermuda Tourism Authority has begun developing a strategy to establish priorities for the years ahead.

The 2030 Strategic Roadmap will also determine how tourism can deliver greater value for the island and its people.

“Wherever I go on this island, I hear the same thing — tourism is part of who we are,” said Jan Hutton, the BTA chief executive.

“People speak about it with real pride. No other industry celebrates and protects our stories and our culture the way tourism does.

“It sustains the air links, hotels and local restaurants that connect us to the world and opens doors for Bermudians to build careers and businesses.”

She added: “Some challenges will require us to work together in new ways and not every choice will be easy.

“My commitment is to keep listening, to let the evidence and the people who know this island best inform our decisions and to deliver a road map that earns Bermuda's confidence.”

The BTA is leading the process with support from Skift Advisory.

A major part of the work is a research programme designed to gather more than 8,900 perspectives from Bermuda and its key visitor markets.

The wider process that will also draw on conversations with industry and government representatives, local residents, travel advisers and specialist working groups.

The road map will consider year-round demand, air connectivity, competitiveness, investment and opportunities for local businesses with focus on clear priorities, accountability and measurable outcomes.

Oliver Martin, a senior director for innovation and insights at Skift Advisory, said: “Bermuda has a distinctive identity, strong visitor spending and significant investment under way.

“Those are real advantages.

“Our role is to bring global research and experience together with the knowledge of the people who understand this island best.”

Initial discussions with the BTA’s board, industry stakeholders and partners are under way, with further engagement to inform the blueprint as the work progresses.

The completed plan is expected to be delivered in the second quarter of 2027, with information on development available at gotobermuda.com/bta/2030.