Attracting group travel to Bermuda is being actively promoted by the Bermuda Tourism Authority (BTA) — and it’s easy to see why.

Three examples of recent and soon-to-happen group travel initiatives show they will pump an estimated $1 million into the economy.

That represents a financial boost not only for hotels, but a multitude of other sections of the economy, such as restaurants, visitor attractions, shops and entertainment venues.

Now the BTA has launched a call-to-action programme to encourage anyone with a link to Bermuda to help attract future group travel opportunities to the Island.

Examples of possibilities include businesses bringing board meetings, retreat groups, or reward trips for staff to the Island.

Beyond business-related groups, there is scope for group travel among speciality associations, professional groups and bodies and organisations.

Destination weddings, bachelor parties, family reunions, alumni gatherings are examples of social group travel opportunities, while a fourth segment identified by the BTA is golf and sport group travel, such as golfing tournaments and trips, football camps and other sporting clinics.

The BTA has set up a structure to streamline the process, providing support for groups seeking to come to the Island, and the authority is also working to develop rewards for people who bring new groups to Bermuda.

“In Bermuda we are incredibly well-connected internationally so we see an opportunity to leverage those connections to positively impact the Island’s economy,” said Glenn Jones, director of public and stakeholder relations for the BTA.

“A lot of Bermuda residents who belong to a professional association, a sports club or a church group travel overseas to convene with their counterparts around the world. We want to empower those folks to walk into their next meeting and say: why not Bermuda? I know how to make it happen.”

Bermuda has a long history of group travel success, however, the global economic downturn of the late 2000s closed down much of that market. The BTA is now placing a renewed focus on the sector.

It is estimated that this year 80 per cent of travel to Bermuda will be from individuals on vacation or doing business, with group travel accounting for the remaining 20 per cent.

Mr Jones said: “We did research on group travel and it was troubling. It was a number that we could not bring back quickly because of the long lead-in time.”

It can take anywhere between one to three years for a group travel proposal to manifest into an actual trip. But when it happens, it has a notable impact on the economy.

The BTA’s campaign is named Bring It Home, and it has the associated hashtag #LoveMyBermuda. The campaign has launched with three case studies illustrating the economic impact of group travel.

At the start of this month American Todd Boren, a frequent visitor to Bermuda, brought a regional conference of the Young Presidents’ Organisation and World President’s Organisation to the Island. It is estimated that conference impacted the local economy to the tune of $251,000.

The three-day Bermuda Tattoo, which starts tomorrow, will involve more than 300 performers and is likely to attract “at least that number in additional visitors”, according to organiser Stephen Caton. The value of the event to the economy is estimated at $748,059.

Next spring, the Kappa Alpha Psi group is bringing the Kappa Classic youth event to the Island. The event attracted 90 visitors this year, and organisers expect that figure to be higher in 2016. The economic impact of the event is thought to be $107,000.

The BTA plans to roll out further case study stories in the coming months.

Mr Jones said the authority was asking the public to help identify group travel prospects, and use their influence to suggest to a group, organisation or association they belong to that they consider Bermuda as a destination for a meeting, gathering or event.

“Bermuda delivers an experience that almost everyone who comes here is happy with,” he said, adding that someone who suggests a group travel to Bermuda will likely become “a star” within the organisation as a result of the positive experience the group will have.

David Thomas, who works on special projects with the BTA, said: “This campaign is galvanising the pride that everyone has for Bermuda.”

The Bring It Home programme has a website, which includes an informative animated video and an explanation of four steps to follow to present a group travel proposal to the BTA. the authority will then assist the group with planning, such as finding hotel accommodation, advising on availability of flights and dealing with other logistics.

That support comes from the BTA’s business development managers in New York City.

The four-step online programme takes about 15 minutes to complete, the authority said. It is broken down as follows:

Step 1: Watch an online video of less than five minutes which explains the impact of group travel to Bermuda’s economy.

Step 2: Read a short information paper on the BTA’s strategy for capturing group travel.

Step 3: Submit an online form that details the size, dates and needs of the Bring It Home business.

Step 4: Bring It Home.

“As you go through the four steps it is very clear group travel has an enormously positive impact on the local economy. So when we profile Bring It Home heroes we show everyone just how important these influencers are to our community,” said Mr Jones.

In a statement, the authority said: “To further incentivise new Bring It Home heroes, the BTA is working with the local tourism industry to develop special experiences and rewards for people who successfully bring new group travel to the Island.

“Additionally, BTA officials will provide proposals or presentations on group travel to any organisation that wants to explore bringing it home with a group travel event.”

The Bring It Home campaign is live on the BTA’s corporate website: www.gotobermuda.com/bermudatourism.