Shake-up at Bermuda Tourism Authority - Travel Weekly

The Bermuda Tourism Authority announced a shakeup of its executive leadership team and unfurled a brand relaunch and new tourism standards.

Charles Jeffers, a native Bermudian, has departed as CEO of the tourism authority after little more than a year on the job. Tracy Berkeley, former chief administration officer, is now serving as interim CEO of the BTA, and plans are in motion to find a permanent replacement.

Erin Smith is the new COO, and Jamari Douglas has been named to the new post of vice president, marketing, public relations and communications.

"Bermuda is poised for dynamic growth. We have a dynamic agenda of initiatives, exciting plans and a qualified team who is invested in leading those plans to successful outcomes," said Wayne Caines, chairman of the board at the BTA. "Tourism growth for Bermuda is critical at this moment as the world emerges from a global pandemic and we start our summer season."

Promotion of sports and groups, expansion of untapped markets and improving the visitor experience are the main objectives of the BTA's Tourism Strategic Recovery Plan.

New branding, new website

Bermuda's brand will be refined to showcase the country's culture and present an immersive and honest representation of the real Bermuda, according to the BTA.

The brand relaunch will take a phased approach starting with a new BTA website in mid-July. The full brand campaign will launch in mid-September.

The BTA has been working to support the development of the school hospitality and tourism curriculum. Also, several key programs are planned to reframe and rebrand Bermuda's National Service Standards so that every business provides excellent customer service and experiences. Data will be collected to understand guest expectations, identify issues and assist businesses with improving products, service and staff.

Under the sports tourism umbrella, a critical component of the recovery plan, fall golf, tennis, sailing and endurance sports have been identified as growth opportunities for the island.

Among the upcoming events that BTA marketing efforts will be emphasizing are a pair of yacht races, Clipper Round the World Race, with 700 participants competing through June 19 and the Newport Bermuda Race, which begins on June 17; two golf events in October, the Butterfield Bermuda Championship PGA tournament and the new Bermuda Black Golfers Week; and the World Triathlon Series on Nov. 5 and 6, an event that will be televised globally.

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