A rebrand for the Bermuda Tourism Authority will bring it closer to the public, its chief executive said yesterday.

Charles Jeffers II, the BTA’s chief executive, added: “I am committed to our organisation being more connected with the community.

“The reason we want to do this is we are all going to have to work together coming out of the pandemic as a people and as a country.

“We know how much the industry means to us. I believe that people support what they help to create.

“If we can help them be part of the process, you will find people will support it.”

Mr Jeffers was speaking on Motion to Adjourn on Power 95FM, hosted by Christopher Famous, a Progressive Labour Party MP.

He told listeners: “We will take a look at our brand and define what our story is.

“We will hire a company and will ask them to help us to define what that story is.”

Mr Jeffers said that research would be carried out to canvass the views of the public, people in the tourism industry, politicians and the private sector as well as Bermudians living overseas.

He added: “I lived in the US for almost 30 years and I can count on one hand, more like one finger, the number of times I was engaged by the BTA or the Bermuda Department of Tourism.

“That needs to change as they are out there selling Bermuda every day.

“I am excited about the opportunity and how it will shape the future of tourism in Bermuda by defining our story.”