As the United Nations marks World Tourism Day later this month, Bermuda Tourism Authority (BTA) is leveraging the occasion to elevate the island’s hospitality businesses, experiences and attractions, which have experienced a difficult year due to Covid-19.

“World Tourism Day is a time to raise awareness about the importance of our industry and its social, cultural and economic value,” said Glenn Jones, BTA Interim CEO. “We’re going to put a slant on that slightly, because as our tourism industry gradually recovers, this is a great opportunity to show the world that Bermuda is safer. Every aspect of the visitor experience — including our tours and attractions — takes the health and safety of travellers very seriously. We will highlight that strength on World Tourism Day.”

Bermuda earned a global stamp of approval for its handling of the pandemic to date and the high level of health and safety protocols across its tourism industry. The World Travel & Tourism Council (WTTC) designated Bermuda a “Safe Travels” destination last month, under a programme that recognises governments, destinations and companies around the world that have adopted health and hygiene standards that meet protocols recommended by the World Health Organisation and the Centers for Disease Control. The BTA will use the WTTC’s endorsement in its overseas marketing and also issue the stamp to local businesses meeting the highest public-health standards.

In the lead-up to this year’s World Tourism Day — Sunday, September 27 — the BTA invites local tourism businesses offering tours and other experiences to register via an online form to be included in the promotional campaign. Businesses should provide a special offer or incentive to motivate consumers to make a purchase. These will be listed on the BTA website, where visitors and residents will be invited to try a new experience. The campaign is part of the BTA’s “inside-out” marketing strategy to stimulate spending here at home, while encouraging overseas visitors ready to travel again.

This year’s UN milestone marks the 40th World Tourism Day. The occasion was first celebrated in 1980 by the World Tourism Organization (UNWTO), a leading UN agency whose mission is to promote tourism as a driver of economic growth, inclusive development and environmental sustainability.

• Press release from the Bermuda Tourism Authority