Can you share a bit on the history of Bermuda and its culture?
Bermuda is one of the most unique places in the Atlantic. First charted by Portuguese explorer Juan de Bermúdez in 1503, it later became permanently settled in 1609 after the shipwreck of the Sea Venture. From that moment, the island developed into a powerful maritime and shipping hub. Our culture reflects a rare blend of British, Portuguese, West African, and Caribbean influences. You see this fusion in our music, food, art, architecture, and especially in traditions like the Bermuda Gombeys. We’re a mix of resilience and creativity shaped by centuries of global influence, all rooted in the heart of the Atlantic.
Give us a brief overview of Bermuda Tourism–what are your main activities and goals?
The Bermuda Tourism Authority (BTA) is a dynamic organisation tasked with promoting Bermuda as a premier destination. Our core activities include strategic marketing, travel trade engagement, product development, and media relations. Our primary goal is to grow the visitor economy through sustainable, high-quality tourism that benefits both visitors and local communities.
What’s your strategy for standing out in a saturated Caribbean and Atlantic destination market?
Bermuda stands apart through its unique location, rich culture, and extraordinary natural beauty. We’re just a short flight from the East Coast, but feel like a world away. Our roots run deep across continents and cultures, reflected in our cuisine, music, and stories. The island’s clarity of water is unmatched. Our homes are made of limestone, offering not just beauty but strength. Our beaches are all public, and our streets are safe. We love our cocktails, our culture, and the stories that surround them. Through campaigns like “Where is Bermuda?” we invite people to discover a destination that’s familiar yet completely original.
What key markets are you focusing on for growth, and how are you positioning Bermuda to appeal to those travellers?
Our primary focus is on travellers from the U.S. East Coast and Canada, with growing interest in the U.K., Germany, Italy, and Ireland. Within the U.S., we’re also looking at key cities like Dallas, Austin, and Los Angeles. We’re positioning Bermuda as an easy, elevated escape that offers luxury, nature, wellness, and authentic experiences. Whether you’re a solo traveller, a couple, or a family, Bermuda is where you can reconnect, recharge, and explore something new.
What do you see as Bermuda’s biggest opportunities and challenges in the global travel landscape today?
Our greatest opportunities lie in leveraging sports tourism, our deep historical connections to other destinations, and strategic brand partnerships that go beyond travel. Our location makes us an ideal hub, and there’s tremendous value in aligning with global brands that share our values and elevate our visibility.
How is Bermuda Tourism working to spotlight the island’s heritage, arts, and local voices in its marketing efforts?
Storytelling is at the centre of everything we do. We prioritise local representation in our content and campaigns. Through programs like “9 People, 9 Parishes” and “Bermuda Inspires,” we highlight the entrepreneurs and creatives shaped by this island. Our food series celebrates culinary traditions with local chefs and ingredients. Every piece of content is produced on-island with local crews, ensuring authenticity. Our experienced team curates events where guests get a front-row seat to our culture, from museum tours and art festivals to special viewing areas at national celebrations. We believe our stories are best told by the people who live them.
Tell us about Bermuda through your eyes–what are the truly special (possibly undiscovered) aspects of the island that make it a must-visit destination?
What makes Bermuda magical is how it makes you feel. One moment you’re cliff-jumping into a turquoise lagoon, the next you’re sipping a cocktail under the stars. It’s the peace you find on a pink-sand beach, the warmth of chatting with a fisherman at sunrise, or the rhythm of the Gombey drums in a quiet alley. Many people ask themselves, “What is this feeling?” when they arrive in Bermuda. It’s our energy, our beauty, and our people that stay with you long after you leave.
What about the food scene–what can travellers expect and look forward to?
Our food is a reflection of our cultural mix—Portuguese, West African, British, and Caribbean flavours come together in every bite. From traditional fish chowder spiked with Black Seal rum to grilled wahoo and spiny lobster, Bermuda’s culinary scene is bold and soulful. Whether you’re dining beachside, at a fine restaurant, or a local food truck, every meal tells a story. Expect fresh ingredients, bold flavours, and plenty of character.
Are there any must-visit events or celebrations during the year?
Yes. Bermuda Day in May kicks off the summer with a vibrant parade and cultural celebrations. Bermuda Carnival in June brings music, dance, and colour. Cup Match in August is a national favourite, celebrating Emancipation with a two-day cricket match and nonstop festivities. October is Art Month, and during the holidays, the National Trust Walkabout in St. George’s is an unforgettable step back in time.
What are some of the main activities and experiences you would recommend to guests?
Climb Gibbs Hill Lighthouse for panoramic island views. Explore the Crystal Caves and their underground beauty. Wander the historic streets of St. George’s. Go cliff-jumping at Admiralty House or enjoy a fish sandwich at a local favourite like Woody’s. Shop at Clocktower Mall in the Royal Naval Dockyard. Or spend an afternoon at Blue Waters Anglers Club for a truly local experience.
What is the best time of year to travel to Bermuda, and what can be expected weather-wise?
Bermuda is a year-round destination with mild winters and warm summers. The peak season runs from April through October, with long sunny days perfect for the beach, sailing, and festivals. Even in the off-season, the weather is temperate and inviting, making it a perfect escape when colder climates set in.
If you had to pick just a handful of the country’s most beautiful spots, where would these be?
Horseshoe Bay at sunrise, the cliffs of Astwood Park, the hidden beach at Jobson’s Cove, Flatts Inlet at golden hour, and the historic town of St. George’s. For something dramatic, Blue Hole Park’s underwater caves or the view from Gibbs Hill Lighthouse are also standouts.
What do you think is most important to guests when they select travel destinations, and how does Bermuda fit in with this?
Travellers today seek authenticity, connection, beauty, and ease. Bermuda delivers all four. It’s an exotic escape that’s close, uncrowded, culturally rich, and easy to navigate. Whether you’re looking for romance, adventure, or wellness, Bermuda offers a sense of place and peace that stays with you.
What memories and emotions do you hope travellers will leave the country with, and how are these fostered during their stay?
We want visitors to leave feeling renewed—mentally and emotionally. Whether they’ve connected with nature, heritage, or just themselves, our goal is to create a sense of belonging. That’s fostered through warm hospitality, meaningful experiences, and the unique rhythm of the island. People come as strangers and leave as storytellers.
What’s next for Bermuda Tourism? Are there any major projects or launches on the horizon you can share?
We’re rolling out a refreshed brand platform this year along with new content partnerships, digital tools, and a bold winter campaign. We’re also expanding our Bermuda Specialist Program for travel advisors, deepening PR efforts globally, and working to grow niche segments like superyacht travel, sports tourism, and culinary experiences.
To find out more about Bermuda, visit the links below…
Bermuda Tourism Authority (BTA)
22 Church St
Hamilton
Bermuda
Web: gotobermuda.com
Email: travel@bermudatourism.com
Instagram: @bermuda
Facebook: @bermudatourism