The Bermuda Tourism Authority (BTA) has launched a call-to-action programme, which shows the public how to play a specific role in growing the Island’s tourism economy.

The Bring It Home campaign, which focuses on the group travel segment, empowers people to use their personal or professional connections to bring meetings, conferences and events home for the local economy.

“In Bermuda we are incredibly well-connected internationally so we see an opportunity to leverage those connections to positively impact the Island’s economy,” said Glenn Jones, director of public and stakeholder relations for the BTA.

“A lot of Bermuda residents who belong to a professional association, a sports club or a church group travel overseas to convene with their counterparts around the world. We want to empower those folks to walk into their next meeting and say: ‘why not Bermuda? I know how to make it happen!’”

The BTA provides logistical support – via its business development managers in New York City – to anyone who takes up the call-to-action. The campaign is made up of a four-step online programme that takes about 15 minutes to complete.

Step 1: Watch an online video of less than five minutes which explains the impact of group travel to Bermuda’s economy.

Step 2: Read a short information paper on the BTA’s strategy for capturing group travel.

Step 3: Submit an online form that details the size, dates and needs of the Bring It Home business.

Step 4: Bring It Home.

Also online, the BTA profiles the stories of people already successfully “bringing it home” for the local economy. Part of those profiles include the estimated economic impact each person generated for Bermuda’s economy.

Mr Jones said: “As you go through the four steps it is very clear group travel has an enormously positive impact on the local economy. So when we profile Bring It Home heroes we show everyone just how important these influencers are to our community. It’s huge.”

The first three Bring It Home heroes to be profiled are Stephen Caton (Bermuda Tattoo), Kappa Alpha Psi (Kappa Classic) and Todd Boren (Young/World Presidents’ Organisation).

To further incentivise new Bring It Home heroes, the BTA is working with the local tourism industry to develop special experiences and rewards for people who successfully bring new group travel to the island.

Additionally, BTA officials will provide proposals or presentations on group travel to any organisation that wants to explore bringing it home with a group travel event.

The Bring It Home campaign is live on the BTA’s corporate website: www.gotobermuda.com/bermudatourism.