Bermuda must target a range of niche tourist groups if it is to increase visitor numbers, according to industry chiefs.

The Bermuda Tourism Authority made the recommendation in response to a Royal Gazette survey, which asked the question: “Is Bermuda too old fashioned to be a popular tourism destination in the 21st Century?”

A total of 4,436 people answered the question, with 2,384 respondents, 54 percent, believing that the Island is too stuck in the past. A further 1,952 respondents, 44 percent, disagreed, while two percent of readers were undecided.

Asked if the Bermuda Tourism Authority believed the Island needed to update its image, a spokesman for the organisation said it was important to appeal to a range of niche groups.

“The real issue is not about being ‘old-fashioned’, for Bermuda and any other destination, the priority has to be to deliver quality, authentic experiences and good value to the visitors we target,” he said.

“Bermuda is not a one-dimensional destination. It has attributes that will appeal to a variety of niche groups. Our focus should be on targeting those niche groups, that were identified in the National Tourism Plan such as culture, sport, business, meetings, incentive, conferences and events. These niches were identified as being in alignment with what the Island can realistically deliver and develop in terms of products, experiences and service. Taking this approach is both strategic and pragmatic.”

The spokesman said the organisation had been encouraged by “the high level of engagement and collaboration” with stakeholders to enhance Bermuda’s product.

“As we reached out recently with the challenge to build on and create new ideas to enhance the visitor experience we encountered a real re-energised collective commitment to that goal, and we’re looking forward to partnering and supporting everyone in that process,” the spokesman said.

“Following short-term trends is not in the long-term best interests of Bermuda, and wouldn’t result in achieving key goals of job creation, etc for the industry and the community.

“Currently we have hotels running nowhere near full capacity and aeroplanes flying here that are not at full capacity. The golf courses and dive tours are not at capacity. The restaurants and retailers are not fully maxed-out, especially in the off-season.

“We actually have a big advantage over other destinations: we have a tourism infrastructure that can accommodate more visitors than we currently have as a result we don’t have to build new infrastructure.”