Comparing Bermuda’s tourism experience with that offered by competitors is one of the tasks for Pat Phillip-Fairn, who has just been appointed by the Bermuda Tourism Authority.

She will also look at current trends and identify development opportunities for new niche areas.

Ms Phillip-Fairn will take up her role of chief product and experience development officer on April 14.

“I’m very pleased to be joining a dynamic organisation with a strategic approach and a deep focus on success for Bermuda,” said Ms Phillip-Fairn, who is currently deputy director of corporate governance and communications at the Bermuda Monetary Authority.

“I’m pleased to be contributing to the collective effort towards new development. It’s an area that affects all of us and I’m excited to be taking my personal commitment to Bermuda to a new level and new direction with this senior role.”

Bill Hanbury, CEO of the Bermuda Tourism Authority, said he was delighted to welcome Ms Phillip-Fairn to the organisation. He said: “Her extensive background in research, strategic planning and communications will be extremely valuable as she leads the division to uncover consumer needs and translate those into unique experiences.”

Ms Phillip-Fairn has previous experience in the tourism sector. She was once the Assistant Director of Tourism at the Bermuda Department of Tourism.

Shadow Tourism Minister Wayne Furbert welcomed the appointment. He said: “Ms Phillip-Fairn possess an outstanding and varied background that will surely be an asset to the Tourism Authority and to Bermuda as we seek to better understand our customers and bring more visitors to our island.”

A graduate of England’s Bournemouth University, Ms Phillip-Fairn also has professional qualifications from the Chartered Institute of Marketing in the UK.

She is chairman of the development committee of the Board of Somersfield Academy and a member of the asset management and captive committees of the Bermuda Business Development Agency.