Bermuda to be 'more engaged' with UK agents as visitation grows

Bermuda Tourism Authority has announced plans to be “more engaged” with UK travel agents after visitation from British holidaymakers grew by 3% this year. 

 

Speaking at World Travel Market 2025, the tourism authority’s chief operating officer Erin Wright told Aspire an online education platform is due to launch before the end of 2025, allowing travel advisors to “become Bermuda experts”, complete with yet-to-be-announced incentives.

 

She said the organisation is seeking “partnerships” to strengthen its presence among the UK trade in 2026, with plans for “more roadshows and fam trips”.

 

The United States remains the country’s largest market, constituting around 80% of all visitors, but the tourism authority is looking to “diversify” into Canadian and European markets, including the UK.

 

“Because we have direct flights from the UK to Bermuda with British Airways, the UK is definitely a focus market for us,” Wright added.

 

Wright said the country is “well-positioned in the luxury space” as “most of the resorts on the island” are high-end, including the 593-key Fairmont Southampton which is due to reopen next year following extensive renovations.

 

Expansion is expected across the island, as Grotto Bay Beach Resort & Spa is set to introduce an additional 48 rooms, and Elbow Beach Hotel has been taken over by Loren Group with a projected relaunch of 2029.

Wright said: “With all this growth, what better way to increase demand and fill the additional product than work with the trade?”

 

She added that visitor numbers are expected to increase in line with sailing event SailGP, which the country will host for three years from May 2026, and a three-year run of the PGA Tour Butterfield Bermuda Championship beginning this November at the Port Royal Golf Club.

 

Beyond luxury stays and sporting events, Wright said: “Most travellers these days are looking for authentic experiences that are about getting to know the destination rather than just sitting on the beach.

 

“We consider ourselves to be a place where the whole island is your resort. You can rent scooters and electric cars to explore the whole island and meet the people on your own – we encourage people to do that because it’s so safe and small.”

 

Wright said she considers Bermuda an “undiscovered place”, adding the tourism authority’s marketing focus for next year is to promote this element of the country, not just its well-known “exclusivity”.