Strategic two-day retreat planned for Tourism Board – The Royal Gazette | Bermuda News, Business, Sports, Events, & Community

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Strategic two-day retreat planned for Tourism Board

The Tourism Board is holding a strategic retreat for industry stakeholders at the end of April.

Board Chairman Malcolm Butterfield said the Broad 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.”

He added the strategic plan would be “well thought out” and “dynamic” and look to meet tourism needs for a number of years, not just the next two. Mr Butterfield also outlined conclusions the Board has already drawn:

l Bermuda must have a clear outline of its visitor demographic, based on statistics.

l Bermuda must provide these tourists with the attractions they are interested in.

l Bermuda requires “us all to change our thinking and focus” when it comes to capital developments.

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. Tourism Minister Patrice Minors said the Board's national plan would 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 travelers. She added that tourism related businesses, including restaurants, retailers and hotels, employ 70 percent of Bermuda's labour force.

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Published March 30, 2011 at 9:31 am (Updated March 30, 2011 at 9:31 am)

Strategic two-day retreat planned for Tourism Board

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