BERMUDA aims to make 1999 its biggest year by attracting a record number of UKvisitors. The ambitious plan is supported by the restructuring at Bermuda Tourism’s UK office, and the recent appointment of a new minister of tourism on the island.
Last year, UK visitor numbers grew by 25% on the previous year, from 24,304 in 1997 to 30,379 in 1998.
Latest statistics show visitor figures for the three months from January to March 1999 were up 6% on the same period last year to 4,609. Bermuda Tourism director Europe Ian Parker said:”The UK was the most successful region for tourism to Bermuda last year and one of the key reasons for this was the hard work and effort put in by the team in London.
“We are expecting this year to be even better, and have restructured the UK office accordingly.”
Sales executive Jas Anand – who has been with Bermuda Tourism for three years and spearheaded the organisation’s training programme, Bermuda Specialists Agents Scheme – has been promoted to UK sales manager.
Reporting to her will be sales executive Maja Blagojevic, who will look after sales administration and Bermuda’s niche market activity including golf, diving, weddings and honeymoons.
Marketing executive Jackie Reed will be responsible for developing relations with tour operators.
Bermuda’s commitment to the UKmarket was underlined in November last year, when new minister of tourism David Allen flew to London for World Travel Market within 24hrs of being given the job.
Parker said: “Bermuda had a complete change of government last November. After 35 years of rule by the United Bermuda Party, there was a landslide for Progressive Labour Party.
“There is a new enthusiasm and energy on the island to get things moving and to put a bit more of a spark and focus into tourism.”
Parker added: “Allen is keen to develop the UK and European market. Bermuda has a core base of summer beach holiday activity, but it is also a good destination for golf, diving and weddings and honeymoons.
“He also wants to promote other attractions, such as the Underwater Research Institute, the Biological Research Institute, whale-watching programmes and an annual jazz festival.”
Plans which the minister has endorsed include building an $8m eco-tourism resort at Daniel’s Head on the west end of the island, which will house 125 holiday cottages with eight private beaches and a restaurant; a 140-room five-star business hotel in Hamilton; and developing the former US forces base at Morgan’s Point into a golf course, hotel and marina. All are due to be completed by summer 2001.
Meanwhile, as one-third of UKvisitors come to Bermuda via North America, particularly through New York, Toronto or Boston, Bermuda Tourism is talking to the relevant tourist boards about sharing joint advertising.
“We have a very high loyalty factor for Bermuda. We believe that if we can stimulate people to come and see the island as part of a two-centre, a lot of people will say they want to come back,” said Parker.