Bermuda Tourism Authority
Bermuda Tourism Authority’s Michael DeCouto says the AAAs deepen trade relationships while giving an opportunity to make fond memories
Q. Why did the Bermuda Tourism Authority decide to be a premium sponsor of the AAAs? A. The AAAs celebrate the people who sit closest to the client decision. For Bermuda, that matters enormously. We are a distinctive destination, not a one-line beach sell, and agents are often the difference between a customer simply knowing Bermuda and truly understanding why it is right for them. Supporting the AAAs is a practical way for the Bermuda Tourism Authority to recognise that influence, deepen our trade relationships and say thank you to the agents who convert curiosity into bookings.
MICHAEL DECOUTO
Chief sales and marketing officer
Q. How has 2026 been for the tourism authority so far? A. It has been a really exciting and energising year, with strong momentum across several key areas. The market signals are extremely encouraging: Q1 showed growth in total visitors, leisure air arrivals, UK air arrivals and air visitor spend. We have also benefited from the fantastic global exposure around the King’s visit [April 30 to May 2], which generated a significant uplift in demand, enquiries and bookings for Bermuda. More importantly, we are seeing momentum in the areas that create long-term value for Bermuda in the UK market: renewed trade engagement, growing interest in premium and group travel, and a clearer story around culture, sport, wellness, sailing, culinary experiences, heritage and year-round travel.
Q. Do you have any updates agents should know about? A. Agents should watch Bermuda’s year-round story. We are not only selling summer or beaches, we are developing stronger reasons to travel across the calendar, from sport and sailing to wellness,
heritage, culinary experiences and distinctive group travel. We’re capitalising on the recent momentum in UK trade and Mice (meetings, incentives, conferences and exhibitions) by partnering with experts at Black Diamond for trade and group travel representation. Continued investment in tourism infrastructure, hotel product and the visitor experience is part of a wider push to make Bermuda easier to sell and more rewarding to visit.
Q. What are the most important lessons you’ve learnt from agents this year? A. Agents have reminded us that clarity sells. Bermuda has incredible depth, but we have to make it easy to explain: it’s close enough to be practical, different enough to feel special, premium without being predictable, and culturally rich beyond the beach. Agents also want sellable stories, not slogans: the right hotel for the right client, the best travel window, the cultural hook, the direct air route, the special-interest angle, the experience that makes a trip feel personal.
Q. How can agents maximise sales? A. Lead with the client’s motivation, then match Bermuda to it. For couples, talk romance, restaurants, spas and secluded coves. For families, talk ease, safety, water activities and manageable island size. For luxury clients, talk service, privacy, sailing, golf and standout hotels. For groups and Mice, talk intimate venues, standout hotels, memorable island experiences and Bermuda’s historic and cultural ties to the UK. Agents can also make use of the Bermuda Specialist Programme to build their destination knowledge and sell Bermuda with even greater confidence. The strongest sales come when agents position Bermuda as an Atlantic island with its own rhythm, history and style: easy to reach, hard to forget.
agentachievementawards.co.uk
Michael DeCouto Michael DeCouto
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