Tracy Berkeley named as BTA’s new CEO
Tracy Berkeley has been named as the chief executive of the Bermuda Tourism Authority after nine months as interim head.
A BTA spokesman said Ms Berkeley, who joined the organisation in January 2020, is the first woman to hold the post.
“Ms Berkeley has worked tirelessly to stabilise the organisation for increased team productivity, raised the awareness and relevance of the destination by meeting with stakeholders in the travel trade, and media industries, and worked alongside partners to deliver the BTA’s award-winning Lost Yet Found campaign,” the spokesman said yesterday.
“With her steady hand, Ms Berkeley has helped to build a new leadership team that is better fit to meet the organisation's needs, re-engaged with key industry leaders, and most importantly, restored the credibility of the BTA in the eyes of its stakeholders.
“Ms Berkeley serves on several private and public Boards and is a 2024 Certified Destination Management Executive candidate.”
Ms Berkeley said: “It is with a deep sense of pride and humility that I officially take the helm as the CEO of the Bermuda Tourism Authority.
“We are starting to see incremental growth along with a reinvigorated local community. Our success can be attributed in part to a focused, data-led strategic recovery plan and our commitment to seeing it through.
“By championing Bermuda’s core strengths and engaging with media and trade partners around the world, we have been able to leverage the island's key selling characteristics and reinforce the message that we are open business.
“I am profoundly grateful for the opportunity to further develop this vital sector of the island’s economy.”
Ms Berkeley added that there was “renewed energy and focus” within the BTA and the island’s tourism industry.
“As we gear up for what looks to be a steadying year of growth, we are working hard to strengthen our local and international partnerships to lay out plans for the future of tourism,” she said.
“The team is progressing with an emphasis on enhanced product offerings and service levels. We look forward to putting our ideas into action and working together to ensure continued prosperity for Bermuda.”
The appointment of Tracy Berkeley comes less than two months after the Bermuda Tourism Authority announced that it had launched a global search for a new chief executive officer.
The position became vacant in June last year when the authority’s last chief executive, Charles Jeffers II, left the post unexpectedly after less than 12 months on the job. No reason for his departure was given.
Ms Berkeley, who had been the BTA’s chief administration officer, was immediately installed in the interim.
At the time, it was announced that the BTA would seek to find a replacement “from within the organisation” and in January, Wayne Caines, the chairman of the BTA board of directors, said that the board was “in the process of finalising the appointment”.
However that plan appeared to have been derailed weeks later when it was announced that a global search had begun.
Vance Campbell, the Minister of Tourism and the Cabinet Office, said last month: “I am aware of the BTA’s search to fill the post of CEO, and I support this recruitment process.”
Questioned early this month about the apparent change, Mr Campbell declined to comment, stating: “I don’t think it’s appropriate while the recruitment process is ongoing that I comment any more on that process.”
Ms Berkeley is the BTA’s fourth CEO following Bill Hanbury, Kevin Dallas and Mr Jeffers, although Glenn Jones served as an interim CEO between Mr Dallas’ 2020 departure and Mr Jeffers’s 2021 appointment.
Wayne Caines, chairman of the BTA board, added: “We are excited to announce Tracy Berkeley to the position of CEO and are confident that the organisation – and Bermuda as a whole – will benefit greatly from her leadership and expertise.
“As interim CEO, she answered the call to take on the challenge and delivered against a clear set of mandates, determined by the board, impeccably.
“I am confident that she will continue to do so with our support and the support of the island’s valuable community.”
Vance Campbell, the Minister of Tourism and the Cabinet Office, said he was pleased by the announcement, noting that the appointment was done in consultation with himself as the minister.
“I am looking forward to continued engagement with Ms Berkeley, her team and all of our industry partners,” he said.
Craig Cannonier, the Shadow Minister of Tourism, thanked Ms Berkeley for stepping into the crucial role during a challenging time for the tourism industry.
“It is clear the BTA Board stands behind her efforts and to that I say congratulations,” Mr Cannonier said. “It’s indeed historic that she has become the first female CEO during Women’s History Month.
“I personally have seen her fight for the autonomy of the BTA and speak frankly to things like the TA form and fee and its adverse effects on our tourism product.
“There is much to do, and Ms Berkeley knows this. Let's get on with the work needed to save this industry.”
Stephen Todd, CEO of the Bermuda Hotel Association, said the organisation and its members were pleased to hear about the appointment of Ms Berkeley.
“She brings much experience to the position,” he said. “In the last nine months she has demonstrated that she and her team are focused on getting our tourism product and our industry back to the pre-pandemic level where we had positive indicators of even further growth.
“We look forward to working with her and her team to make Bermuda the first choice destination for our leisure and business visitors.”
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