It’s been a while since we’ve spoken about tourism. Some may think that’s because the Bermuda Tourism Authority is finally delivering the results we’ve been looking for. That’s absolutely not the case. It’s more so that tourism hasn’t really been in the spotlight or a major topic of conversation lately.
That’s until now.
According to The Royal Gazette, outgoing Bermuda Hotel Association CEO and former Bermuda Tourism Authority board member Stephen Todd says Bermuda needs to improve its marketing and double down on promoting the autumn and winter months. He also acknowledges that Bermuda will probably never return to the tourism heyday we experienced during the 1970s and 80s.
Let me be clear, I don’t know Mr. Todd personally, and I would hope that someone who has served Bermuda’s tourism industry in the capacities he has is a fine gentleman. But he’s said nothing new nor has he said anything game changing.
It’s all good saying what Bermuda needs to do, but you’ve been involved in tourism for quite some time. My question would be: what have you done during your tenure to improve it?
People, myself included, have said for years that Bermuda needs to find a way to drive visitors during what’s referred to as the shoulder season. But how do we actually do that? And what have those responsible for tourism done in recent years to address it?
We always hear people mentioning the heyday of Bermuda tourism, but what we conveniently seem to ignore is that Bermuda wasn’t competing against many of the destinations people are travelling around the world to visit today.
The slogan that we’re only 90 minutes away may have worked decades ago, but people are flying much further today. They’re traveling for more than beaches. And as long as cruise ships offer convenience and cheaper options, people, regardless of their wealth, are going to continue cruising. The tourism industry has changed. So Bermuda has to change with it.
I love Bermuda as my home, but I also love Bermuda as a destination. And I agree with Mr. Todd and many others who continue to question whether we actually want to be in the tourism business or not. I’ve accepted that Bermuda may never be what it once was in tourism. There’s nothing wrong with that. But there’s also nothing wrong with adjusting to who we are today and meeting the expectations of today’s visitor.
Contrary to what some people may think, there are quite a few things to do in Bermuda throughout the year. You can tour the island with Titan Tours, have afternoon tea and make perfume with Lili Bermuda, hike and bike our trails, play golf if that’s your thing, explore our forts and caves, experience our history and culture, and so much more.
Some locals may not appreciate those experiences because they’re always available to us. But I know many visitors who would absolutely appreciate and enjoy what Bermuda has to offer.
The answer may not be trying to recreate the Bermuda tourism product of the 1970s and 80s. Maybe it’s figuring out what makes Bermuda worth visiting in 2026 and beyond and doing a much better job of selling it.
We’ve had enough studies. We’ve had enough strategies. We’ve had enough people telling us what Bermuda needs to do.
At some point, somebody has to execute.
