The Bermuda Tourism Authority is increasing marketing in New York and Boston, promoting the island on television and in theatres for the Oscars.

According to a spokesman, the island is being highlighted in television spots on ABC stations in the area before, during and after the Oscars, along with in-cinema advertising in theatres during screenings of Oscar-nominated movies.

The number of commercial airline seats flying to the island from New York and Boston grew by 43 per cent last year, and the BTA expects those figures will continue to rise this year.

Kevin Dallas, BTA CEO, said: “Growth out of New York matters because it’s where 40 per cent of our US-based leisure visitors come from by air, more than anyplace else.

“With additional New York seat capacity coming online this year, we must concentrate our marketing accordingly to ensure demand keeps up with supply.

“When we have supply and demand properly balanced, as was the case in 2016, it means good news for Bermuda’s tourism industry.”

Beginning May 18, JetBlue will operate two daily non-stop flights between New York City and Bermuda, bringing the total number of daily flights from JFK to up to five per day among all carriers.

The spokesman said a sixth will arrive from nearby Newark International Airport, adding: “A greater supply of airline seats typically leads to more competitive pricing for visitors and locals alike.

“Boston is following the same pathway as New York, expected to jump 18 per cent in seat capacity for 2017 when compared to 2016, thanks in part to JetBlue’s commitment to serve the market year-round alongside Delta Air Lines.”

Last year airlift out of Boston was up four per cent and air leisure visitors from Boston were up 13 per cent.

Senator Michael Fahy, the Minister of Tourism, Transport and Municipalities, said: “The newly added year-round airlift from New York and Boston is critical because it gives us a chance to grow visitation during the winter. If we can keep visitor volume high between November and March, hotel workers, taxi drivers and everyone else working in hospitality can stay on the job and avoid seasonal layoffs.”

Last week officials from the BTA and the DAO attended the Routes Americas Conference in the United States to meet with key airline decision-makers about Bermuda’s airlift for 2017 and beyond.