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A new brand campaign backed up by a free night’s initiative, not to mention long-standing
assets like its beaches and cosmopolitan bars and
restaurants, gives Bermuda a chance to rebound in 2013, says Jane Archer
T
he global economic crisis has taken its toll on Bermuda, which saw overall tourism arrivals fall two per cent in 2012, with UK
arrivals down six per cent in the fi rst six months, but the downward tide is starting to turn. Bermuda’s Director of Tourism William Griffi th said air arrivals in last year’s third quarter rose two per cent, while Kuoni’s Caribbean team leader Steph Dillnutt said 2013 bookings for Bermuda are up 222%. Classic Collection Holidays is also expecting a
good year after bucking the trend in 2012. Deputy Managing Director Matt Rice said a redesigned brochure, dedicated sales person and joint marketing campaign with Bermuda Tourism helped summer 2012 bookings double. He added: “Sales for this winter are more than 30% up year on year. Our hard work seems to have paid off and we were presented with the Bermuda Tourism Outstanding Partner Award for 2012.”
Image: Beautiful beaches come as standard in Bermuda
34 January 2013 •
www.sellinglonghaul.com
Mid-Atlantic Although often featured alongside the Caribbean countries, Bermuda – a string of seven islands
connected by bridges and causeways that together are just 21 miles long and two miles wide – is actually in the Atlantic some 650 miles off the coast of North Carolina in the US. The island is Britain’s oldest colony and too
expensive to be a mass-market destination (there were just 21,524 UK air arrivals in 2011). But with history, fabulous golf courses, excellent scuba diving and friendly locals among its attributes, it holds huge appeal for discerning clients – mainly couples and those who want a quality vacation. It is also popular for shop-and-drop holidays
combining the island with a few days in either New York – just two hours away by air – or Boston. Carrier Senior Product Manager Suzanne Walford,
who visited for the fi rst time in 2012, said it offers a genuine alternative to the Caribbean islands during the summer. “It is exceptionally pretty, clean and I felt very safe there. It also has a range of activities and accommodation that would appeal to families,” she said. “There are so many beautiful bays and beaches,
cafés and restaurants. Hamilton also has a good choice of cosmopolitan bars and restaurants that
Bermuda
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