Bermuda’s One-Year-Old Tourism Board Is Taking Baby Steps
Photo Credit: A sail boat in St. George, Bermuda. Flickr / Brian Gratwicke
Skift Take
The success or failure of BTA's marketing and product development will contain key lessons for other large and small destinations looking to attract a younger visitor base.
The one-year-old Bermuda Tourism Authority has the unique task of finding out exactly what it takes to turn around a destination's declining visitation.
The organization was formed in December 2013 after a steady decline in tourism: arrivals had fluctuated over the past thirty years, reaching its peak in 2007. In 2013; however, the island welcomed 579,808 visitors via air, cruise and yacht, an almost 6 percent decrease since 2012. The island's largest source markets -- the United States and Canada -- decreased seven and eight percent, respectively in that time.
The island's current challenge is not attractin
