Disruptions caused by hurricanes Erin and Humberto last year led to six cruise cancellations, according to statistics from the Bermuda Tourism Authority.
That’s about 20,000 cruise passengers whose dream visits to our island were scuppered by storms in about three months.
While the air and hotel sectors fared better, they too remain vulnerable to increasingly unpredictable weather patterns and the ripple effects these disruptions create across the wider tourism economy.
These disruptions have renewed calls for Bermuda to further diversify its tourism model beyond its traditional reliance on the summer season.
Against this backdrop, members of the Bermuda Hotel Association shared their thoughts on ongoing efforts to reinvent Bermuda as a vibrant year-round destination.
Show our strength
As much as the threat of rain or severe weather can dampen anyone’s spirits, BHA members also view weather disruption as an opportunity to demonstrate Bermuda’s resilience.
“Bermuda’s building standards and infrastructure are exceptionally robust compared with many other island destinations, uniquely positioning us to recover quickly and restore guest services with minimal disruption,” said chief executive Stephen Todd.
“That ability to bounce back rapidly after major weather events speaks not only to the island’s resilience, but also to the tourism industry’s long experience in preparing for and managing storms effectively.”
In today’s world of social media, industry leaders believe it is essential that Bermuda communicates accurate, timely information that clearly distinguishes between periods when the island is operating business as usual and occasions when there is a genuine or imminent hurricane threat.
“It’s essential that we focus on clear communication before, during and after storms, both locally and within our key visitor markets,” Mr Todd said.
“A lot of people don’t really appreciate the difference between a tropical disturbance and a hurricane, and it’s not unheard of for foreign news agencies to sensationalise circumstances.”
Diversification
While Bermuda’s tourism industry has always had to operate with a degree of agility during hurricane season, industry leaders increasingly believe that diversification will be critical to the sector’s long-term resilience and sustainability.
Although many hotel guests are repeat visitors to Bermuda, a considerable number were first introduced to the island during a cruise stopover, often experiencing only a glimpse of what Bermuda has to offer. Many are keen to return during the less crowded months of the year to explore the island further.
In addition to strengthening demand during traditional shoulder periods, there is growing emphasis on developing “event-driven” tourism initiatives that strategically showcase the island to targeted visitor groups and international markets.
Stakeholders within the BHA see opportunity to strengthen year-round visitation through experience-driven tourism built around sporting events such as golf and sailing, wellness retreats, cultural programming, executive meetings and conferences.
Industry leaders agree that the conversation today is less about guaranteeing weather and more about positioning Bermuda differently by season.
As the general manager of one of the island’s larger resort properties said: “In markets such as New York, Boston, Toronto and London, there is a strong opportunity to tell the story of Bermuda as a sophisticated escape offering fresh air, blue water, space, calm and a more relaxed atmosphere away from crowded peak-season destinations.”
The wider goal is to create a more balanced tourism model — one less dependent on peak summer leisure travel and better positioned to withstand disruptions associated with increasingly unpredictable weather patterns.
Weatherproof experiences
Central to that strategy is the development of experiences that remain attractive regardless of seasonal weather conditions.
One of Bermuda’s greatest opportunities lies in continuing to develop compelling year-round experiences ranging from wellness offerings such as yoga retreats and spa experiences to culinary initiatives including Bermuda Restaurant Weeks and wine tastings, alongside cultural programming such as theatre performances, live music and heritage events.
Indoor recreational activities are also becoming part of the evolving tourism landscape, including the recently opened pickleball courts on Par-la-Ville Road, Hamilton. Together, these experiences help broaden Bermuda’s appeal beyond the beach, while creating stronger incentives for visitors to travel throughout the year.
“Bermuda is much more than sun, sand and sea,” Mr Todd said. “The BHA is working very closely with the BTA and our airline partners on a range of initiatives centred around sporting and cultural events.”
Strong reasons to travel
A broader year-round tourism model creates greater resilience for the island overall because visitors travelling for a specific event make the destination less vulnerable to disruption tied to any single period of weather.
The SailGP competition, in early May, and the annual PGA golf event in October, are examples of off-season events capable of attracting tourism investment, visitors and international media exposure while showcasing Bermuda to a high-value audience.
Beyond filling hotel rooms and restaurants, both help position Bermuda as a sophisticated destination for elite sport, luxury travel and maritime experiences, strengthening the island’s reputation outside the traditional summer leisure market.
Industry leaders also point to the broader economic ripple effect generated by international sporting events, with visitors often extending their stays to explore Bermuda’s dining, cultural attractions and natural beauty.
A sustainable future
The BHA believe initiatives such as these will be key to building a more sustainable tourism industry capable of weathering future uncertainty.
By working in partnership with onshore and offshore organisations to bring high-quality entertainment and events to the island and pairing them with creative local pre- and post-event experiences, Bermuda has an opportunity to build a resilient year-round tourism product that visitors will not only seek out but return to again and again.
