“Keep the end in view” is the creed of Bermuda’s esteemed Berkeley Institute. That’s valuable advice for the Bermuda Tourism Authority as it charts its course through the unsteady social, economic and political seas that seem to churn away relentlessly. During Bermuda’s difficult journey toward economic recovery, it is imperative that the BTA focus remains steadily on the important work that is required to turn the faltering tourism economy around. It’s equally important for Bermudians to focus on some key facts.

In 2012, Parliament supported the National Tourism Plan that outlined the need to “privatise” tourism. Legislation paved the way for Bermuda’s tourism entity to operate independent of politics. The BTA has been charged with and is focused on creating new tourism investment and creating jobs for Bermudians. Our efforts will be greatly assisted by a calm political environment that is seen by our local and international stakeholders and customers as conducive and supportive.

BTA received $23.1 million from Government in 2014 and received a further $3.4 million directly from a hotel room tax that guests pay. So for the first year of full operation, the BTA’s budget is $26.5 million and with no guarantee that future funding will stay at that level.

The current BTA budget is $5.4 million less than what was spent by the Bermuda Department of Tourism in 2013 for the same activities. Thus, the expectation is for the BTA to halt the slide of the tourism economy by using significantly less money than before.

In essence, we’ve been asked to do more than ever before with less resources. We welcome that challenge!

We have recruited and organised what we believe is the brightest and hardest working team of young professionals ever assembled in one place on the island. Over 90% of the BTA staff are Bermuda citizens. The country should be proud “to the core” of this organisation and its individual employees. MBAs, marketing and communications experts, business intelligence researchers, technology professionals, PR pros, graphic designers, finance and management talent … that’s what comprises the “core” of the BTA. My colleagues have clearly defined performance objectives and enjoy a work environment that demands excellence. Everyone is held accountable throughout the organisation and I couldn’t be prouder of this group of young, dynamic and energised individuals. Bermuda’s tourism success is dependent on the team assembled at the BTA and will not be defined by one American who is the CEO. We think Bill Hanbury is a great asset, but Bermuda’s own people will determine its tourism recovery.

BTA has significant challenges to contend with: a fragile hospitality industry, enormous expectations, politics, issues about beach pollution and disruptions of public transport service. Unfortunately, these headline topics find their way to an audience far beyond Bermuda’s shores. While you may not hear the overseas commentary on Bermuda’s internal affairs, be assured the news is influencing the decisions of potential investors and tourism consumers.

BTA is well aware of these problems, but is focusing on the positives … selling Bermuda and getting back on consumers’ “consideration lists” as a world-class destination. The new BTA team is rebuilding the marketing, product development, investment and operational systems to be in line with other “best of class” global destination marketing organisations. It will obviously take time to turn around 30 years of economic decline in the tourism sector, but the turnaround has begun!

Ultimately, this is about creating jobs for Bermudians and improving the country’s tourism GDP. The BTA’s employees get up early every morning and stay late at night working on that critical objective. I hope that Bermuda will celebrate this fact and understand that their fellow countrymen and women are leading the way to a substantive economic recovery of the tourism industry.

David Dodwell

Chairman

Bermuda Tourism Authority