Bermuda Tourism Authority Returns to World Travel Market London After 11 Years
(Hamilton, Bermuda – November 21, 2023) – The Bermuda Tourism Authority recently journeyed to London for the annual World Travel Market, held from November 6th to 8th, to showcase the island's unique charm and hospitality to a global audience. This influential event brings together travel trade, media, and tourism officials over three days with the opportunity to meet new clients, generate new leads and forge long-lasting relationships.
The Bermuda Tourism Authority, in collaboration with hotel partners such as Grotto Bay Beach Resort & Spa, The St. Regis Bermuda Resort, and Cambridge Beaches Resort & Spa, marked a proud return to the UK market at the World Travel Market. CEO Tracy Berkeley, VP of Marketing, Communications and PR Jamari Douglas, and VP of Sales and Business Development Devin Lewis led the charge. Their efforts included organising high-calibre media interviews, engaging in trade and media meetings, and participating in VIP events throughout the week, demonstrating Bermuda's renewed commitment and unified approach in promoting its destination.
The BTA’s leadership team demonstrated remarkable collaborative efforts in securing high-profile media placements to promote the island. Among these efforts, a standout achievement was Tracy Berkeley's exclusive interview with BBC News for the channel's 'CEO Edit', where she discussed the current state of the travel industry and BTA's vision for the future. This interview, one of only 12 global CEOs, highlights the significant impact of BTA's media strategy.
Additionally, the team conducted a series of high-calibre media meetings with top-tier publications, further ensuring that Bermuda remains a top consideration for travel editors planning their 2024 content. More than 35 trade meetings with tour operators, Online Travel Agencies, and airlines were carried out to discuss strategies on how the organisation can continue to increase UK leisure air arrivals in 2024. Meetings included top sellers Purely Bermuda and BA Holidays along with other strong partners such as Caribtours, Golfbreaks and If Only. New tour operator Freedom Destinations has since committed to sell Bermuda for the first time - a huge win for the destination.
Tracy Berkeley, CEO of Bermuda Tourism Authority, commented: “Our presence at WTM after 11 years has reaffirmed our commitment to strengthening Bermuda’s presence in the UK market. This year, we were intentional and engaged, and the excitement from trade and media professionals was palpable. We are very much looking forward to continuing these relationships as we look ahead to 2024, with Bermuda taking its place on the global stage as a leading tourism destination”.
Airline meetings were also held with the British Airways revenue and planning team to discuss historical and future route performance, brand collaborations and how BTA can strengthen partnerships for 2024. Following the confirmation of the organisation's partnership with JetBlue, BTA met with the sales team to discuss the creation of special through fares from the UK to Bermuda via New York and Boston as part of the creation of unique twin centre itineraries.
Alongside deskside meetings, a number of exciting events were organised to allow the team to meet with travel professionals outside of the set schedules. A ‘Taste of Bermuda’ drinks reception hosted on the BTA stand welcomed over 100 trade partners to highlight the organisation’s return to WTM. Dark ‘n Stormys were graciously provided by partners Goslings Brothers and served to attendees whilst the BTA team mingled with guests to discuss trade engagement plans for 2024. Furthermore, an intimate drinks reception was held with top-tier media at The Berkeley Hotel to share stories from the Island and inspire travel plans for 2024 with leading publications such as Tatler, The Telegraph and Country and Town House.
