BTA pushes island in UK and Europe
Bermuda’s eco-friendly outlook is being used to lure visitors back to the island from the UK and continental Europe, travel chiefs have said.
The Bermuda Tourism Authority said it was carrying out a push into the British market after having a “fluctuating presence” there in recent years.
BTA top brass visited London and Monaco in recent months to try and promote Bermuda as a must visit destination.
Tracy Berkeley, interim BTA CEO, stated, “Our presence in the UK market has fluctuated in recent years but with strong flight load factors and high demand for travel to the destination, we have the opportunity to affirm our place in the market and grow the potential like never before.
“As the third largest market after the US and Canada, it’s immensely important that we have a presence here, encouraging not just UK travellers to visit but to create lasting legacies for repeat guests. ”
Ms Berkeley did a round of press meetings in London with an article she wrote for trade publication Selling Travel reaching “thousands of key travel agents and advisors”, according to the BTA.
A BTA spokesman said: “From the success of the meetings held with key top-tier consumer editors and freelancers, several individual press visits to the island have been secured for late 2022 and early 2023, with major features in the pipeline.
“The estimated reach of these features is over 10 million with a projected advertising equivalent value of $80,000.”
BTA officials also visited the three day Monaco yacht show to meet “superyacht players” and tour operators.
“This once again placed the island in front line conversations with not just the owners of the world’s superyachts but the best charter brokers in the world and captains,” the spokesman said.
Jamari Douglas of the BTA will attend a major tourism summit in London in early November.
He said: “Sustainability is in Bermuda’s makeup and is high on our agenda with numerous green initiatives in place to protect the destination’s ecosystem.
“This will provide us with a fantastic opportunity to educate key industry players on our conservation and sustainability efforts which we actively encourage all visitors to the island to partake in, with several fantastic bookable experiences on offer.”