Bermuda Tourism Authority Announces 2024 Year-End Tourism Measures
Leisure air-visitor numbers, superyacht calls, air capacity and visitor spending showed double-digit growth, while summer travel constrained by hotel inventory limits
The Bermuda Tourism Authority (BTA) has reported its Q4 and year-end tourism results for 2024, reporting sustained performance improvements across key metrics despite ongoing challenges related to limited hotel capacity. The year saw a notable increase in total visitor arrivals, with air visitors leading the growth. Leisure air visitor spending increased by 27% from 2023, demonstrating resilience and a positive trajectory for Bermuda’s tourism industry.
Throughout 2024, Bermuda experienced growth in total visitor arrivals, including air, cruise, and yacht segments. Air visitor arrivals rose significantly, driven by strong performance in key U.S. markets, which saw year-over-year increases from New York, Boston, Philadelphia, and Washington DC amongst other markets. Leisure air visitor numbers increased by over 15% compared to the previous year, accompanied by a 10% rise in per-person spending. This growth was supported by expanded air capacity, which provided more options for visitors to access the island. Notably, air arrivals during the non-summer months of January through May, and September through December, saw a boost in leisure travelers, resulting in a significant contribution to visitor spending during these periods.
Visitor spending showed impressive gains, with total visitor spending reaching $531 million. Air visitors spent a total of $416.5 million in 2024, reflecting a 22% increase from the previous year. On a per-person basis, air visitors spent an average of $2,051, marking a rise of over 11% year-over-year. The increased spending was largely driven by accommodations, with total air visitors spending 35.7% more at hotels, totaling an estimated $245.1 million. Restaurants and transportation services also saw modest growth in spending, further underscoring the positive economic impact of tourism on the island.
Bermuda’s hotel sector experienced higher occupancy rates, with a year-over-year increase of 4.5%. Revenue per Available Room (RevPAR) also saw a notable improvement, rising by 10.8%. Limited hotel capacity remains a key constraint on air visitor growth in the summer months. The temporary closure and renovation of major properties, such as the Fairmont Southampton and Elbow Beach hotels, has shrunk the available inventory, with hotel capacity remaining at approximately 75% of 2019 levels.
In 2025, hotel capacity is expected to remain relatively flat, with only modest increases anticipated, including the addition of some newly completed rooms in the Nautilus wing of Azura and the planned opening of Hillcrest, a new 14-room boutique hotel in St George’s. However, several hotels are taking advantage of the Government’s Tourism Investment Act to enhance their offerings, which will add overall value to the Bermuda tourism product. Yachting activity saw significant growth, driven by the return of major events such as the Newport to Bermuda Yacht Race and Bermuda’s hosting of SailGP. The island welcomed a total of 974 yachts, including 79 superyachts—a 41% increase compared to the previous year. These high-value visitors and vessels contributed an estimated $3.8 million in spending. The yacht sector overall contributed $13.85 million in spending.
The cruise industry also showed resilience, with a modest increase in passenger numbers despite facing multiple cancellations due to weather. Bermuda welcomed over 535,000 cruise visitors in 2024. Although there was a slight decline in per-person cruise visitor spending, the overall performance of the sector remained positive, contributing to the island’s tourism economy.
Sports and maritime tourism remained central to Bermuda’s strategy to drive visitation throughout the year. Key events such as the Chubb Triangle Challenge and the Butterfield Bermuda Championship PGATOUR event attracted international visitors and generated significant visibility for the destination in 2024. Competitive sailing events, including the Apex Bermuda SailGP and the Newport Bermuda Yacht Race, further supported increased arrivals and positive economic impact.
Bermuda’s international marketing and public relations efforts in 2024 played a crucial role in driving awareness and visitation. The BTA’s marketing campaigns resulted in 375 premium media placements, generating a media value of $232.9 million and reaching an audience of over 776 million impressions through top-tier publications such as Condé Nast Traveler, Vogue, Cosmopolitan, Essence, Forbes, and Travel + Leisure. A notable success was the Airline Support Campaign, which focused on increasing occupancy during off-peak periods. This effort, along with the increased airlift itself, contributed to higher visitation during autumn and winter.
The BTA remained committed to strengthening the local tourism ecosystem through education and training programs, including initiatives such as AnchorBDA. Efforts to enhance digital marketing capabilities for local tourism entrepreneurs provided valuable tools for increasing visibility on platforms like Google and TripAdvisor. BTA has welcomed growing subscription rates for BTA Connect, a platform where tourism entrepreneurs and other industry stakeholders get insider access to monthly tourism insights and exposure on the gotobermuda.com website for optimal discoverability by travellers planning their visits to Bermuda. This focus on empowering local businesses helped position them more competitively in a global tourism landscape.
Bermuda also continued to prioritise enhancing visitor experiences, particularly in the arts and food culture sectors. One standout success was the Vegan Fest event held in August, which saw a 30% increase in visitation and a 37% rise in economic impact. Events like Vegan Fest showcase Bermuda’s ability to tap into emerging cultural trends and offer unique experiences that differentiate the destination.
Tracy Berkeley, CEO said, “We are moving in the right direction, and we will not be derailed from our mission to maximise value for Bermuda’s tourism sector. Bermuda has seen growth across key metrics in 2024, and my team is on track for more good news, driving long term group business and making inroads in the luxury sector. We have delivered targeted marketing for the destination, created low friction experiences designed to meet visitor expectations. And through our education and training programmes are strengthening community partnerships. Like the rest of our community, we look forward to welcoming even more visitors in 2025 and 2026. The opportunity lies in optimising occupancy during the non-summer months, and our efforts have already shown a lift in visitor spending throughout the fall and winter periods. The strategy is bearing fruit, and I am confident that we will see continued progress.”
To view the full 2024 Q4 and Year in Review Tourism Metrics reports click here.
For media enquiries, contact Zina Edwards, Director of Corporate Communications & Stakeholder Relations at [email protected] or (441) 533-1236.
ABOUT THE BERMUDA TOURISM AUTHORITY:
The Bermuda Tourism Authority is an independent, dynamic organisation dedicated to growing Bermuda’s tourism economy while fostering opportunities for Bermudians. Guided by the National Tourism Plan, the BTA celebrates the island’s unique culture and history, ensuring Bermuda continues to thrive as a premier destination. www.Gotobermuda.com/bta
