Strategic two-day retreat planned for Tourism Board
The Tourism Board is holding a strategic retreat for industry stakeholders at the end of April, it was announced today.
Board chairman Malcolm Butterfield said the board has been busy gathering information since it was appointed on January 1.
“Tourism stakeholders in Bermuda must adopt a measured but dynamic mindset and we must not execute our initiatives and plans from a crisis perspective,” he said. “To create the concepts and context for moving our tourism industry forward, the board has decided to hold a two day strategic retreat on April 20 and May 1.
“This retreat will serve as a foundation for allowing us as a board to develop the scope and terms of reference for our national strategic plan. The board will engage with relevant tourism stakeholders on this important initiative and these stakeholders will be required to bring their view and thoughts on a retreat environment.”
Mr Butterfield said the group has already started looking at Bermuda's brand, with some experts saying it has not targeted the right customers or been easily identifiable.
He did not want to expand on any ideas, or initiatives, the board has discussed until after the April meetings.
Tourism Minister Patrice Minors said the board's national plan will provide a strategic focus on ways to meet short and long term goals. She added that it was important Bermuda's advertising message resonated with affluent travellers.