Tourism connects Bermuda to the world, supports businesses and livelihoods, and helps keep the island’s culture and traditions alive. Behind the experiences visitors remember are the people who live and work here,
whose warmth and professionalism have helped earn Bermuda its reputation as a worldclass destination.
But momentum alone is not a strategy. With new investment, changing traveller expectations and growing global competition, the Bermuda Tourism Authority (BTA) has begun developing its 2030 Strategic Roadmap to establish priorities for the years ahead and determine how tourism can deliver greater value for the island and its people.
“Wherever I go on this island, I hear the same thing: tourism is part of who we are,” said Jan Hutton, Chief Executive Officer of the Bermuda Tourism Authority. “People speak about it with real pride. No other industry celebrates and protects our stories and our culture the way tourism does. It sustains the air links, hotels and local restaurants that connect us to the world and opens doors for Bermudians to build careers and businesses.
“We have a strong foundation, but we cannot take it for granted. We need to protect what matters, whether that is our culture or our oceans, and be honest about where we can do better. Some challenges will require us to work together in new ways, and not every choice will be easy. My commitment is to keep listening, to let the evidence and the people who know this island best inform our decisions, and to deliver a roadmap that earns Bermuda’s confidence.”
The BTA is leading the process with support from Skift Advisory. A major part of the work is a research programme designed to gather more than 8,900 perspectives from Bermuda and its key visitor markets, including:
- 400+ Bermuda residents and members of the diaspora
- 5,200 high-value travellers across six source markets
- 2,100 respondents from BTA’s existing audiences
- 1,200 recent visitors
This research is one part of a wider process that will also draw on conversations with industry and Government representatives, locals, travel advisors and specialist working groups. As the work progresses, BTA will continue to share updates and information about further opportunities to contribute as these are confirmed.
Together, the research and wider engagement will help establish the priorities that matter most for Bermuda’s tourism future. The roadmap will consider year-round demand, air connectivity, competitiveness, investment and opportunities for local businesses with a focus on clear priorities, accountability and measurable outcomes.
“Bermuda has a distinctive identity, strong visitor spending and significant investment underway,” said Oliver Martin, Senior Director, Innovation & Insights at Skift Advisory.
“Those are real advantages. Our role is to bring global research and experience together with the knowledge of the people who understand this island best. A successful roadmap will be clear about the choices ahead, realistic about what it will take to deliver them and grounded in what makes Bermuda different.”
Initial discussions with the BTA’s Board, industry stakeholders and partners are already underway, with further engagement to inform the roadmap as the work progresses. The completed roadmap is expected in the second quarter of 2027.
“The Board’s commitment is to a roadmap Bermuda can stand behind,” said Billy Griffith, Chairman of the Bermuda Tourism Authority. “One grounded in evidence, honest about the competition we face and clear about the choices ahead. Our responsibility is to help ensure tourism remains a source of opportunity and pride for the next generation.”
Information about the 2030 Strategic Roadmap and updates on its development will be available at www.gotobermuda.com/bta/2030
