Bermuda revamps leadership team and updates brand standards and messaging

The Bermuda Tourism Authority (BTA) Board of Directors has announced a new management team, a brand relaunch, “new tourism standards” and the organization of several events to “restart tourism growth”.

As part of the changes, Tracy Berkeley, formerly BTA’s chief administrative officer, is replacing Charles Jeffers as CEO, effective immediately.


“We thank Charles for his contributions to Bermuda during a very difficult time for the country and the world at large,” BTA Board Chairman Wayne Caines said in the statement.

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Erin Smith, formerly Chief Information Officer of BTA, becomes Chief Operations Officer. Additionally, Jamari Douglas joins BTA in the new position of Vice President of Marketing, Public Relations and Communications. Douglas joins BTA after leaving the Bermuda Business Development Agency, where he served as Chief Marketing Officer.

Bermuda’s tourism marketing will highlight marine sports and groups as part of the BTA’s strategic tourism recovery plan, officials said, with a particular focus on sailing and marine activities.

Sport events

Golf, tennis, sailing and endurance sports are identified as growth opportunities for Bermuda under the strategic tourism recovery plan. Thus, the archipelago will host several events this year, including the next Clipper Round the World Race from June 11 to 19. The event will bring together 700 participants.

Also upcoming is the June 17 Newport Bermuda Race, a highlight even on the North American sailing racing calendar. In October, Bermuda will host the Butterfield Bermuda Championship, PGA golf tour event. October will also see the launch of Bermuda Black Golfers Week, part of a BTA initiative to foster diversity in tourism and sporting events.

The events of the year will conclude the World Triathlon Series on November 5-6 in Hamilton. The event is a stop in the internationally televised World Triathlon Championship Series, featuring the world’s best triathletes.

New standards

The BTA is working in tandem with the Bermuda Government’s Education Transformation Initiative to support the development of the hospitality and tourism school curriculum.

The BTA and tourism stakeholders will provide industry expertise to “develop knowledge, talent and interest throughout the tourism workforce chain,” BTA officials said. Several programs “will help reframe and rebrand national service standards to ensure that every business delivers excellent customer service and a quality experience,” they added.

Additionally, “a new independent partner will help manage customer feedback by collecting essential data to understand customer expectations, identify issues, and help businesses that want to constantly improve their products, services and people,” said officials.

Officials said the programs will help ensure that “Bermuda is at the top of the list to exceed customer expectations.”

New brand initiatives

Following a study commissioned since the profound impact of the global pandemic on tourism and travel, BTA will “refine” the Bermuda brand to “celebrate the authentic and culturally unique markers of Bermuda and present an immersive, serious representation and honest real Bermuda,” officials said.

The relaunch will begin with a phased approach beginning with a new website in mid-July and a full brand campaign launch in mid-September.

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