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Bermuda's Tourism Industry Shows Continued Year-Over-Year Recovery

Bermuda Tourism Authority (BTA) has released the  2023 visitor arrivals report .   2023 was the first full year since 2019 without COVID-related travel restrictions and significant increases were seen across key measures in 2023 including air capacity, hotel occupancy and air and cruise arrivals.  In 2023 total visitor arrivals (air, cruise & yacht) increased 29.9% year over year. Air visitors grew by 27.1% and cruise visitors grew by 30.5%. 

Compared to 2022, leisure air visitors grew by 21.9%, business air visitors grew by 42.2% and air visitors visiting friends and relatives grew 36.3%. 

One of the highlights of 2023 was the increase in air capacity which grew by 21.6% year over year, with additional increases in capacity scheduled for 2024. 2023 also saw the introduction of BermudAir serving east coast cities with additional routes confirmed for 2024. 

Challenges remain with hotel inventory which remained flat in 2023 at approximately 75% of 2019 levels. However, in 2023 hotel occupancy increased by 15.5%. Additionally, the Average Daily Rate (ADR) experienced a 6% boost. The Revenue Per Available Room (RevPAR) increased by 22.6% compared to 2022, also surpassing 2019. 

Additionally, the vacation rentals sector saw results in occupancy growth, up 7.9% vs 2022.  10% of air visitors in 2023 chose this type of accommodation.  Vacation rental inventory has also not yet recovered to pre-pandemic levels with available listings in 2023 21% lower than in 2019.

In 2023, estimated Air visitor spending on-island reached $341.3 M in 2023, up 26.4% vs 2022. (85% of 2019). The average spend per cruise visitor rose 11% from 2022. Total Cruise visitor spending reached $150.8M in 2023, up 48.1% from 2022 and exceeding all historical annual cruise ship spending. 

“The BTA remains committed to providing detailed reports on industry performance and ensuring transparency with our stakeholders and the public. While Bermuda experienced further incremental recovery in visitation levels in 2023, and there is more work to do, the data shows strong forward momentum. While hotel inventory continues to be a limiting factor, airlift increased significantly in 2023 and will expand further in 2024, exceeding 2019 capacity in some months. The BTA team remained focused on promotional efforts in key markets in 2023 that were well received and have translated into bookings and the promise of continued growth in 2024. The BTA team continues to work tirelessly to execute the seven pillars of the National Tourism Plan and build a better tourism ecosystem in Bermuda, increasing the economic impact of our visitors and providing increased opportunities for stakeholders, industry partners, and residents.” said Tracy Berkeley, CEO, BTA .

Bermuda Tourism Authority reports are available on the corporate page of the BTA website. 

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Bermuda Tourism: Truly A Paradise

Let’s discover bermuda tourism.

Bermuda is a hidden archipelago secluded in the middle of the North Atlantic Ocean. Bermuda tourism was renowned for its pink sand shores, underwater caves, world-class golf courses, unique coral reefs and shipwrecks that contributed to the island’s captivating marine world, attracting global snorkelers and divers to explore it’s mysterious aquatic creatures. The gentle curve of the bay, flanked by limestone cliffs and dotted with vibrant tropical forest, creates an insta-worthy scenery. If you’re looking for a relaxing getaway to spend time with your loved ones or family, definitely Bermuda tourism will fascinate you. The blend of natural wonders and pristine beaches beckons travelers to indulge in the timeless beauty that truly defines Bermuda’s tourism.

What type of climate is Bermuda?

The climate here is considered to be subtropical, the Atlantic Ocean provides an excellent 365 days beach activities such as swimming, surfing, snorkeling and scuba diving which boasts Bermuda travel as an ideal destination for North Americans and Europeans seeking a retreat from the harsh winter conditions, ensuring a perfect escape into a world of sun-soaked enjoyment.

From spring through fall there is hot and humid weather. In the wintertime there are temperature lows of 42F and daytime temperatures of around 60F. The water is also cooler in the wintertime. One advantage of visiting in the wintertime is that the humidity levels are much lower. The subtropical climate can be attributed to The Gulf Stream, despite the fact that its far north.

How would you get to Bermuda By Flights?

There are a couple different ways to get here. Many tourists come by plane, conveniently  there are daily flights out of almost every major airport on the east coast of United States and Europe. All passengers will have to pay a $25 airport tax at Bermuda L.F. Wade International Airport . Bermuda’s airport has high landing/parking fees so you can expect to pay more for your plane ticket than you would for other  Caribbean getaways. Anyhow a significant advantage for United States tourists is that customs and immigration clearance is done before you board a flight home. This makes it easier for domestic connections when you arrive back in the United States.

Another way to arrive is by cruise. Cruises are popular in the summer months. Most ships come from the eastern seaboard ports of Baltimore, Boston, New York City, Miami, and Philadelphia. The customs and immigration rules are the same by cruise as they are by air. The cruise ships usually stop in three separate locations: The Royal Navy Dockyard, Saint George, and Hamilton. Certain ships will visit more than one of these locations.

Bermuda Transportations

It’s easy to get around the island by ferry or bus. There are buses which come every 15-20 minutes. Although you might have to wait a little longer than this on the weekends. You can find the exact bus schedules here   but nowadays hiring an electric vehicle at Bermuda quickly becoming trend to many Bermuda travelers especially the newly weds, rather than hiring a taxi. Driving your own electric vehicle could be fun and will be giving you the freedom to explore Bermuda at your own pace- you wouldn’t have to wait for taxis. It’s extremely important to note that driving is done on the left side of the road. This is the completely opposite of the United States.

Safety At Bermuda

The crime level is pretty low here and tourists are not affected much. Violent crime is rare, especially compared to other Caribbean destinations. The most common crime is petty theft. Obviously, it’s best to use your common sense and use similar precautions that you would use in your home country. That should be enough to protect you against most thieves.

Mopeds have become common targets for theft. Make sure that you have locked up your moped when you leave it somewhere. Also note that some of the roads are quite narrow, so be careful when operating your moped.

Bermuda Attractions

Bermuda has a lot of things to do . Scuba diving in particular has become a popular activity. The Atlantic ocean provides amazing views of underwater caves, coral reefs, shipwrecks, and not to mention the marine life. If diving doesn’t suit you, then it’s always enjoyable to go swimming or snorkeling . You still get to see the marine life and coral reefs. For those who prefer to stay on land, there are a number of world-class golf courses.

Here are some specific sites of interest:

• Church Bay Beach Bermuda
• ‎Cooper’s Island Nature Reserve
• Bermuda Railway Trail
• Horseshoe Bay Beach

It’s also enjoyable to just walk around and enjoy the local architecture. The Mediterranean architecture is stands out and exteriors have every different type of pastel color. The vegetation enhances the architecture and makes it all more aesthetic. The subtle cultural differences are what makes this a special place.

Staying Healthy While At Bermuda

Make sure you are prepared to travel— check out our Bermuda packing list .

As you already know, it can get very hot during the day. Carrying bottled water with you is always a good idea when you are away from your hotel. You wouldn’t want dehydration to hurt your vacation experience.

Speaking of water, it’s best to never just assume that water here is safe to drink. This is because all of the drinking water is captured in barrels and filtered by the lime rooftops of the buildings and houses. Depending of where you are staying, there can be different bacteria in the water. It’s good practice to ask the hotel staff or manager if the water is indeed safe to drink. To ensure that the water is safe, you can boil the water or purchase neutralizing tablets.

Showing Respect to Local Bermudians

The local Bermudians are friendly, warm, and happy to help you. It’s a small country and you will find friendly locals everywhere you go. They respect tourists, an it’s important that you show respect back to them. When greeting someone, it’s proper to say “good morning”, “good afternoon” or “good evening”. Do the same when leaving. It’s also best to avoid talking about certain subjects such as politics or religion.

It’s common for tips to be included with your bill. In the event that a tip isn’t included, then it’s proper to tip 15%. Taxi drivers expect to be tipped 10%. In some cases, a taxi driver may turn you down if you show up sandy or wet.

Food & Dine At Bermuda

There are restaurants spread all over the island. This island isn’t known for food, but there are some good options. The largest collection of them can be found in St. George town or Hamilton. Some of the best dining can be found at the higher-end hotels, although the meals are more expensive. As a general rule, the closer a restaurant is to a cruise ship dock, the more expensive the meal will be. This is because many cruise ship passengers have a short stay and don’t want to venture far out for a meal.

Some of the local specialty dishes include:

• Codfish Brunch
• Fish Chowder
• Sweet Potato Pudding

If you travel to Bermuda, you supposed to noticed that there were no fast food franchises here. The only exception is one KFC franchise in Hamilton City. This KFC was in business before the law was passed that outlawed fast food franchises. This country sticks with its local food and has resisted corporate fast food invasion.

Your Bermuda Tourism Experience

Bermuda tourism leaves you with lifetime memories that you will never forget. This island truly has something for everyone. There is everything from cave exploration to watching the sunset on a pink-sand beach. Basically, you have little to lose by visiting and everything to gain. In 1910, the famous author Mark Twain resided in Bermuda during an extended visit. He proudly remarked, “You go to heaven if you want to, I’d rather stay here.”

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Bermuda is a true island paradise. This British territory is famous for its  pink-sand beaches  and laid-back island vibe. A popular spot for tourists but fiercely protective of its strong sense of identity, Bermuda's atmosphere is upscale, artsy, and naturally wild.

T+L editors named the island as one of the best places to visit in 2023 due to its new $400-million airport terminal, hotel openings and renovations (see The St. Regis Bermuda Resort and Cambridge Beaches Resort & Spa), and new airline routes to the island, including a direct flight from LaGuardia Airport in Queens . Make plans to come at the beginning of the year, when the island's film festival and restaurant weeks take place. Or, visit during the summer to enjoy the dancing and music of Bermuda's Carnival.

Despite its popularity with visitors, Bermuda is hardly touristy: tacky souvenir shops are few, and commercialized clutter like fast-food chains are banned (save for one pre-existing KFC that was grandfathered in). This North Atlantic island is about 900 miles north of the Caribbean islands and boasts glorious weather all year long.

Cambridge Beaches Resort & Spa

Opened in 1923, Cambridge Beaches Resort & Spa reopened in 2022 after a major renovation — and was voted as one of the best new hotels of 2023 by T+L editors . Much of its original architecture remains, including 100-year-old coral stone walls. The 86-room resort features four private beaches, indoor and outdoor pools, multiple sports courts, and a full-service spa. Sip classic island cocktails surrounded by sunken treasure (recovered by Bermudian diver Teddy Tucker) at The Sunken Harbor Club , an outpost of the nautical-themed bar in Brooklyn, New York.

The St. Regis Bermuda Resort

The Marriott brand returned to the island of Bermuda, where it has not had a presence since 1999, with the opening of The St. Regis Bermuda Resort in May 2021. Its "bespoke service, exquisite design, outstanding culinary venues, and historic Five Forts Golf Course" — as Jan Vanhaelewyn, the resort's general manager, previously told T+L — makes for a relaxing and luxurious retreat in a picturesque setting.

The Loren at Pink Beach

The Loren is located in Bermuda's East End. The hotel is right on the beach and is known for thoughtful amenities, including a custom soundtrack that plays throughout the day. "The Loren," Stephen King, the hotel's developer, said previously to T+L , "shows what Bermuda can be."

Hamilton Princess & Beach Club

The five-star Hamilton Princess is a hotel, beach club, and marina all in one. Its pink exterior has been an iconic sight on the island for over a century. Plus, it's just a five-minute walk from downtown Hamilton.

Grotto Bay Beach Resort & Spa

Grotto Bay Beach Resort is the only hotel in Bermuda that offers an all-inclusive option. Jay Correia, the president of Swizzle Ltd, said the resort has a welcoming family-friendly atmosphere and offers "a great beach and [options for] water sports." Stretching over 21 acres along beautiful Bailey's Bay, the real draw of Grotto Bay Beach Resort is its spa: the hotel is home to crystal caves coated in 500,000-year-old stalactites and stalagmites with crystal-clear water beneath, one of the most awe-inspiring settings in the world for a massage.

Crystal and Fantasy Caves

One of the most awe-inspiring views in Bermuda, the Crystal Caves , are a must on any Bermuda vacation. Visitors descend underground to deep, super-clear pools surrounded on all sides by stalagmites and stalactites, an experience to be explored via floating bridges. Tours are given daily; reservations not required.

Gibb's Hill Lighthouse

After a string of shipwrecks on Bermuda's West End, where coral reefs extend 16 miles from shore, construction began on Gibb's Hill Lighthouse in 1844. Because steel was not a viable building material at the time, it was one of the few lighthouses in the world made of cast iron. Today, visitors can climb its 185 steps for unbeatable views of Bermuda's mind-blowing greens and blues.

Horseshoe Bay Beach

Bermuda's beaches are among the main reasons to visit. There are many gorgeous beaches around the island , but the curved Horseshoe Bay Beach is one of the most popular in Bermuda, thanks to its iconic pink sands and azure water. Looking to dive in the magnificent water? Reach out to the folks at Dive Bermuda to schedule a tour.

African Diaspora Heritage Trail

The majority of Bermudians have African ancestry, with many descended from people captured and sold into slavery during the 1700s. Explore the African Diaspora Heritage Trail to learn their history and the legacies they forged in spite of intense persecution. Featured sites include the National Museum of Bermuda , the Bermuda Heritage Museum , Cobbs Hill Methodist Church , and various statues, sculptures, and historic homes.

Lili Bermuda Perfumery

The historic Lili Bermuda Perfumery was established in 1928 and has been sharing Bermuda's story through scent ever since. Complimentary tours of the perfumery, which cover techniques of perfume-making and reveal where and how they age their perfumes, are held daily (except Sundays and public holidays) at 11 a.m. and 3 p.m. No reservation is required. Another fun activity at the perfumery, which provides a taste of the island's British roots, is traditional afternoon tea, held on Wednesday and Sunday afternoons ( reservation required ).

Read More : The Best Things to Do in Bermuda

Urban Cottage

Blending both classic and modern, new and vintage, this two-story boutique is one of the most beloved shops in Bermuda: you can find everything from locally made jewelry to items salvaged from shipwrecks to home goods, apparel, and accessories.

Long Story Short

Owned by Bermudian blogger and entrepreneur Kristin White, the gift shop and tour center — which she describes as "my dope emporium of wonderment" — is curated with a focus on social progress, the African Diaspora, women, and environmental sustainability. You'll find everything from books by women of color to planet-friendly home goods here. The store is also home to Salt Spray Soap Co ., a local artisan skincare line, which has an in-house workshop.

Bermuda Craft Market

Even locals can't resist the charm of the Royal Naval Dockyard Craft Market , where you can find local artisan crafts, jewelry, and souvenirs like cigars, rum cake, prints and paintings, and even rum swizzle mix. Situated on Bermuda's West End, the market is located inside a former warehouse and barrel workshop originally constructed in 1831.

Bolero Brasserie

Helmed by chef/owner Jonny Roberts, Bolero's dishes are deceptively simple and surprisingly delicious. The bistro's unassuming entrance down a narrow alley proves looks can be deceiving: it's extremely popular among tourists and locals. Treat yourself to more traditional or vegan tapas, specialty dishes, entrees, and of course, dessert. Outdoor dining is available.

Devil's Isle Cafe

Mingle with locals at Devil's Isle , both a specialty coffee shop with take-out options and a dine-in restaurant serving healthy, nutrition-conscious food. Try a slice of their house-made sourdough for breakfast or their house-made pasta for dinner. Outdoor terrace available; reservations welcome.

Flanagan's Irish Pub

The only traditional Irish pub in Bermuda, Flanagan's serves breakfast, lunch, and dinner and has a variety of beers from around the world. Located near the Hamilton Ferry Terminal, it's a popular spot to kick back on the outdoor second-story patio and enjoy the view. Reservations accepted.

The Swizzle Inn Pub and Restaurant

Home of Bermuda's national cocktail, the rum swizzle, created here in the early 20th century, The Swizzle Inn is Bermuda's oldest pub. (Of course, you can try Bermuda's  unofficial  national drink, the dark 'n' stormy, here too.) Laid-back, casual, and rustic, it's a must-stop on any visit to Bermuda. Outdoor seating is available; no reservations required.

Art Mel's Spicy Dicy

Located off the beaten path near Hamilton, Art Mel's Spicy Dicy is worth the cab ride if you're seeking a Bermudian meal. It's also (arguably) the best place on the island to try Bermuda's famously unique take on the fish sandwich, which consists of a deep-fried fish filet with tartar sauce on raisin toast. Don't knock it till you've tried it.

The best time to visit Bermuda is in March and April when the weather is temperate and the crowds are less intense. Springtime in Bermuda brings one of the world's most beautiful Good Friday traditions, the Bermuda Kite Festival , which fills the skies over Horseshoe Bay Beach with kites in various colors and styles.

Tourist season stretches from May to October when the weather is most balmy and is perfect for those who are looking to hang out on the beach or try some water activities. "There are amazing sites to free dive or snorkel right from the shore," Rachel Sawden, a Bermuda native, free diver, and real estate agent , told T+L. "Elbow Beach has an amazing shipwreck on its eastern side and a stunning reef and cavern network to the west. On the northeastern side of the island, the rocky coastline of Baileys Bay has lots of nooks and crannies that hold an abundance of life, [including] octopi, squid, and some of the largest parrotfish you’ll ever see."

If you're planning on visiting from November to February, don't forget to pack a light sweater — the island can get surprisingly chilly in the fall and winter months.

January sees Bermuda Restaurant Weeks and the annual  Bermuda Triangle Challenge Weekend , where adventurous travelers can participate in events ranging from a mile run to a full marathon.

Harbour Nights is another popular island tradition that begins in April and lasts through early September: on Wednesday nights, the city of Hamilton hosts a pedestrian-only block party with local vendors, artists, activities, and traditional Gombey dancers . Bermuda Carnival takes place each June.

Read More : The Best Times to Visit Bermuda

You can get to Bermuda by air or by sea . The L.F. Wade International Airport is located on the island's East End and services many major U.S. airlines, including American Airlines, Delta Air Lines, and JetBlue Airways. This is the fastest and most direct way to reach the island.

Bermuda is an excellent cruise destination and has three ports of call you can roll into, including one in the island's capital, the city of Hamilton. Norwegian Cruise Line, Carnival Cruise Line, Celebrity Cruises, Disney Cruise Line, and Royal Caribbean Cruises all have itineraries that stop in Bermuda.

Three main regions comprise Bermuda's 21 square miles.

East End: Home to the historic town of St. George's, Bermuda's former capital and a UNESCO World Heritage site, the East End is beloved for its history, culture, photo-worthy brick streets, and British colonial architecture. "You can spend hours wandering through the historic alleys, along the winding coast, and walking the same cobble-stoned streets as iconic figures like pilot Jemmy Darrell, one of Bermuda's first King's pilots and one of the first Black property-owners on the island," White told T+L. There are also plenty of natural attractions in addition to the human-made treasures: be sure to check out the limestone formations of Tobacco Bay Beach, Tom Moore's Jungle , the Crystal Caves, Cooper's Island Nature Reserve, and Ferry Reach National Park, home to lush flora and rare birds.

Central Bermuda: Hamilton, the island's capital, lies in Central Bermuda and lends the area its more developed, cosmopolitan, and sophisticated global feel. If you're looking for dining, shopping, and nightlife in Bermuda, the island's more commercialized central section is where you'll find it, especially along Front Street downtown. “Visitors can't get enough of the walking tour of Hamilton that allows them to experience Bermuda beyond the beaches, including the marvelous shopping," Ed Christopher, Bermuda's town crier , told T+L. "They are able to walk through the vibrant and colorful streets of North Hamilton, embracing Bermuda’s history and changes through the years." There are also beaches, botanical gardens, parks, and oceanfront golf.

West End: Here, you'll find the Royal Naval Dockyard (home to a major cruise ship port and a craft market, museum, and restaurants) and attractions like the Gibbs Hill Lighthouse , the village of Somerset, and famous South Shore beaches. It's a hub for sightseeing, shopping, dining, and entertainment.

Buses: Pink-and-blue striped buses connect most areas of interest across the island. Bermuda has 11 bus routes and 14 bus zones. A day pass to visit all bus zones costs $19. You can book transportation passes for one to seven consecutive days as well as a month or a three-month pass. You can also pay per ride in cash, tokens, or with tickets.

Ferries: Public ferry routes aboard the SeaExpress Ferry Service are a popular (and scenic) way to get around the island. All ferries depart from the Ferry Terminal on Front Street in Hamilton. Transportation passes, tickets, and tokens can all be used to pay for the ferry, with prices varying by route.

Taxis: Taxis in Bermuda can provide transportation directly from point A to point B, but some drivers also offer hourly sightseeing tours. All taxis are metered at set rates established by the government. Download Hitch to book a taxi anywhere on the island at any time of day, right from your smartphone.

Car rentals: Car rentals are not available in Bermuda in an effort to curb air pollution, overcrowding, and car accidents. However, you can rent an electric two-seater . Just remember that in Bermuda, motorists drive on the left, and the maximum speed is 21 miles per hour. Scooters and Bicycles: Both scooters and bicycles can be rented from various outfitters around the island. Helmets are required for all riders, and motorized vehicles are only available to those age 18 or older. Rental costs start at around $30 per day. Check out Pedego Electric Bikes , Elbow Beach Cycles , and Oleander Cycles for bike and scooter rentals.

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About Bermuda Tourism

The Bermuda Tourism Authority (BTA) is dedicated to driving Bermuda's evolution as a world-class tourism destination.

We partner with the Bermuda government, industry stakeholders and our whole island community to create memorable experiences for more visitors, and grow tourism and jobs as a result.

We're proud of Bermuda and we like to show off our island to visitors. Whether you're a journalist or blogger, or are looking to film a movie or shoot video for a commercial, we welcome you to one of the friendliest places on earth.

Getting Here and Around

Bermuda is located in the North Atlantic Ocean about 600 nautical miles from the U.S. East Coast and just a 90-minute flight from New York City.

Once you arrive, getting around is simple, too – the island is 21-square-miles, so no matter where you're staying, you're never far from the airport or major attractions.

Getting to Bermuda - Getting Around Bermuda - Guides and Maps .

Explore Bermuda's Three Regions

A blend of cultures, unique neighbourhoods, and breathtaking natural wonders pack Bermuda's deceptively small 21 square miles with incredible things to see, do, and discover.

Bermuda's historic East End is a UNESCO World Heritage Site packed with must-try restaurants, gorgeous beaches, and notable forts.

Bermuda is a global financial hub of the world – and Hamilton is the centre of the action. Chic dining and shopping are punctuated with incredible water views.

Bermuda's West End houses the historic Royal Naval Dockyard , plus some of the island's must-try restaurants and picture-perfect South Shore beaches.

Sometimes the hardest part of planning a getaway is deciding what to do.

To make your Bermuda vacation easier, we’ve curated itineraries for all travel types and lengths of stay, featuring the best Bermudian experiences, activities, and sights to see.

Get Inspired in Bermuda .

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BTA aims to fill CEO job internally

The Bermuda Tourism Authority will try to fill its vacant top position internally rather than conduct another global search for a new chief executive, The Royal Gazette can reveal.

The publicly funded quango announced in June that Charles Jeffers III, a Bermudian who had been CEO for little more than a year, had departed and that plans were “in motion for a permanent replacement”.

Mr Jeffers was appointed in 2021 after an international search described by the BTA as “open, transparent and rigorous” — but the authority has opted for a markedly different approach to replace him.

It made chief administration officer Tracy Berkeley the interim CEO and has not advertised the six-figure salary position.

The BTA told The Royal Gazette on Friday, in response to questions about the recruitment process, that it would “seek to fill the role of CEO from within the organisation first”.

A spokesman said: “If we do not find a candidate from within, the BTA will welcome external candidates to apply for the role via local advertising and international headhunting.

“Until then, Tracy Berkeley will remain interim CEO.”

The last CEO search took place in 2021 after the departure of Kevin Dallas.

The BTA said then that it needed to look globally for a candidate because the “extraordinary times demand that we acquire the precise talent needed at all levels of the organisation“.

It said the search would provide the opportunity for the BTA to determine “what expertise is available and how we best position the organisation to discharge its critical mission on behalf of Bermuda”.

Applicants in 2021 received a six-page job specification, with a long list of requirements for the post, including “minimum ten years’ experience as a senior executive with responsibility for leading high-performing marketing, sales and investment teams and delivering results” and “proven ability to lead an organisation”.

The BTA and Mr Jeffers have been tight-lipped on the reason he exited the high-profile job after such a short time, with neither commenting on whether he quit or was let go.

He was previously chief operating officer at Visit Baltimore Inc and moved back to Bermuda to take on the CEO role after decades working overseas.

Ms Berkeley has been described by the BTA as a “highly motivated, agile and focused C-suite professional, with 20-plus years of diverse, global, strategic human resources and operational experience in the (re) insurance, tourism, healthcare and international business sectors”.

She came to the BTA in January 2020 as its “director of people”, or head of human resources, having previously been head of talent and culture at Rosewood Bermuda, in charge of the Bermuda HR division at Aspen Re, and head of the Bermuda Hospitals Board’s human resources and operations team.

A year later she was promoted to chief administration officer, taking on responsibility, according to a BTA press release, for “directing best practice in both HR management and operational efficiencies” at the authority’s Bermuda and New York offices.

The CAO role now appears to have been eliminated, with no one covering the position while Ms Berkeley acts as interim CEO.

Instead, Erin Smith, who was the BTA’s chief information officer, was promoted to the permanent position of chief operations officer, leading observers to wonder if the board has already earmarked Ms Berkeley as permanent CEO.

One source, who asked not to be named, said: “You are not going to have a COO and a CAO. There is really no place for her [Ms Berkeley] to go back to.

“She had essentially the same responsibilities as the COO, aside from finance.”

The source said they believed Ms Berkeley would soon be announced as permanent CEO, despite a background in human resources rather than senior leadership in marketing.

The post, according to data released in 2016, comes with an annual salary of between $290,000 and $300,000 and a bonus between $85,000 and $90,000.

Ms Berkeley was appointed to the board of Polaris, parent company of dock operator Stevedoring Services in March 2021 . She was also appointed to the Defence Board by the Governor.

Ms Berkeley also sits on the Promotions Board of the Royal Bermuda Regiment and on the board of the Bermuda Visitor Service Centres.

Last month, the BTA moved to correct reports in several international news outlets that Ms Berkeley had been appointed permanent CEO.

She hit the headlines here again soon after when she told a radio show that she enjoyed a recent visit to another island because “everywhere I went, the people that were dealing with me — first of all they looked like me — but they were all from there and so they were able to give me insight and nuance to the island in a way that we don’t always offer our own visitors because not everybody in our industry is from here”.

Has the vacant CEO post been advertised?

If so, can you provide details, particularly the requirements/criteria for the role?

Has a headhunter been engaged to find a new CEO?

If so, can you provide details?

Has the BTA identified any possible candidates yet?

If so, how many and at what stage is the recruitment process at?

Has the position of chief administration officer been removed from the BTA C-suite or is the expectation that Tracy Berkeley will return to that role if she is not appointed the permanent CEO?

If the position of CAO is still in effect, is anyone acting in that position on an interim basis at the moment, or do the responsibilities of that role now fall to Erin Smith, as chief operations officer?

Why is the board of the BTA doing the CEO recruitment so differently this time?

Why does it no longer feel it needs to look around the world for suitable candidates?

A BTA spokesman’s response: “The Bermuda Tourism Authority will seek to fill the role of CEO from within the organisation first. If we do not find a candidate from within, the BTA will welcome external candidates to apply for the role via local advertising and international headhunting. Until then, Tracy Berkeley will remain interim CEO.”

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Tourism Authority Launches AnchorBDA Program

“The Tourism Standards and Training Team of the Bermuda Tourism Authority [BTA] is excited to unveil the AnchorBDA Programme, a forward-thinking ambassadorship initiative set to redefine the local hospitality and tourism landscape.

A spokesperson said, “This comprehensive suite of certified courses, recognised by the prestigious City & Guilds Assured quality mark, aims to empower residents with profound knowledge and skills, positioning Bermuda as a premier destination on the global stage.

“The AnchorBDA Programme, launching under the theme ‘Elevate Bermuda Together’, builds upon the foundation laid by the Certified Tourism Ambassador programme, transitioning it into a Bermuda-owned accolade that caters specifically to our unique cultural and hospitality needs. This evolution marks a significant milestone in our journey towards enhancing the industry’s knowledge and competitive edge. The programme focuses on enhancing participants’ in-depth understanding of the tourism industry, ensuring consistent service standards across the island, and providing the tools necessary for delivering an exemplary customer service experience.”

“We are thrilled to introduce the AnchorBDA Programme, a groundbreaking initiative that symbolises our dedication to excellence in tourism,” said Tracy Berkeley, BTA CEO. “This is more than just a training programme; it’s a movement towards inspiring pride for our island home through its residents and elevating Bermuda’s position in the global tourism arena.”

The spokesperson said, “Certified from the City & Guilds Assured programme, AnchorBDA offers external validation from a trusted global brand, providing a mark of learning quality and credibility. An ‘Assured’ status is only awarded to programmes that meet City & Guilds strict benchmark standards, demonstrating commitment to quality training. Businesses and individuals that successfully complete the 6-course programme will receive a certificate and a co-branded digital credential/badge to showcase they have acquired the knowledge and skills to help elevate Bermuda’s hospitality and tourism industry. The courses include our National Tourism Plan 2019-2026, Understanding Hospitality and Tourism in Bermuda, Blue Flag: The Transformation of Bermuda from Past to Present, Introduction to Sustainability, Introduction to Diversity, Equity, Inclusion in Hospitality and Tourism, and Excellence in Service: Elevate Bermuda Together.”

Davida O’Brien, BTA’s Tourism Standards & Training Manager, expressed excitement about the programme’s potential impact. “The AnchorBDA Programme is set to transform how we approach hospitality in Bermuda. This accredited programme was designed by Bermudians for Bermuda to ensure our residents are equipped with comprehensive knowledge and skills, ensuring every interaction with our visitors is a memorable one and of the highest standard. This programme is for everyone because the industry touches everyone.”

The spokesperson said, “The Bermuda Tourism Authority invites all residents interested in advancing their knowledge on Bermuda to be a part of this exciting journey. The AnchorBDA Programme is a step towards nurturing a community of well-informed, skilled ambassadors who are passionate about showcasing the best of Bermuda to the world.

“For more information about the AnchorBDA Programme and enrollment details, visit training.gotobermuda.com .”

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