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Bermuda’s new tourism body is on a mission to put the upmarket island back in favour among discerning travellers, says Jane Archer
G
et ready to hear a lot more about Bermuda because the island has new tourism chiefs and it is gearing
up to make some noise and halt the decline in visitors seen over the past few years. Its formation follows the Bermuda
government’s decision to take tourism out of the hands of politicians and into the hands of people from the tourism industry. The resulting Bermuda Tourism Authority is headed by Chief Executive Offi cer Bill Hanbury, who previously served as CEO of Destination DC. At his side is
former Destination DC colleague Victoria Isley, who has taken the
role of Chief Sales and Marketing Offi cer and is based in New York. Isley said: “The
change was a bold move but as a private sector organisation we can operate
more effectively. We are bringing
where it is. It is not the Caribbean, as many think, but in the Atlantic, some 650 miles off the coast of North Carolina in the US. It is Britain’s oldest colony and home to an incredibly diverse array of attractions for a place just 22 miles long and two miles wide. There are fabulous beaches – and yes, some
“Bermuda is for couples, families, honeymooners, golfers, divers, walkers, singles, and all ages. We sell Bermuda to
everybody as there is so much to see and do on the island in addition to 34 beautiful pink sandy beaches”
KAREN RONDAN, ACCOUNT MANAGER, BERMUDA AND BARBADOS, CLASSIC COLLECTION HOLIDAYS
new energy to Bermuda.”
They are also bringing celebrity in the form of Michael Douglas, whose mother was from Bermuda and who is working as unoffi cial tourism ambassador for the BTA.
John Dixon, Chairman and Managing Director at Prestige Holidays, welcomes the change: “An
injection of fresh thinking is just what Bermuda needs. Signifi cant investment
must be made to turn the island’s fortunes around in what is now a very competitive market.” Bermuda is notable for
many things, not least that
few people have any real idea
of them have pink sand – golf courses, scuba diving, as well as interesting history, fun Segway tours, cycling trails and Flyboarding (coconutrocket. com), a new attraction where powerful jets propel riders through the air and water. Dixon said: “We are cautiously optimistic about 2015 and hope the right promotional campaign will highlight the island’s unique attractions. It is a stunning destination; one of my personal favourites.” An additional hook
comes next October when Bermuda hosts the fi rst stage
of competition for the 35th America’s Cup – an event that will bring in the world’s top sailors and hordes of racegoers. In 2017, all eyes will be on the island as it has won the bid to host the actual America’s Cup races. One of the problems the island struggles with is the fact it is undeniably expensive. The island grows and produces virtually nothing, and those imports push the cost of living, accommodation and dining out sky high. And getting there is pricey too. British Airways has a monopoly on fl ights from the UK (fi ve a week in winter, seven in summer, with a fl ight time of just seven hours) so fares are high. Prestige tries to make the hotels and resorts more affordable by offering early-booking discounts and free nights. One cost-effective option for agents to offer clients looking for a taste of Bermuda is a cruise from New York, Boston or Baltimore. Companies including Norwegian Cruise Line, Royal Caribbean International, and Celebrity
sellingtravel.co.uk
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