Bermuda Tourism Authority

What Bermuda Tourism Authority does

The Bermuda Tourism Authority (BTA) is Bermuda's statutory destination marketing organization, established by the Government of Bermuda and headquartered in Hamilton. It is responsible for promoting Bermuda as a travel destination to leisure travelers, groups, MICE (meetings, incentives, conferences, and events) buyers, super-yacht operators, and travel trade professionals across primary source markets in North America and select international markets. BTA operates the official tourism portal gotobermuda.com, which integrates destination content, accommodation directories, event calendars, itinerary planning, and the mandatory Bermuda Arrival Card — a free digital pre-arrival form for visitors arriving by air or private yacht that streamlines customs processing.

BTA's business model is funded through government budget allocations rather than direct consumer revenue. The organization disclosed approximately $3 million in vendor contracts over the past year, spread across 23 engagements above $50,000 each and covering European sales and marketing (MMGY Global, $258,000), maritime event sponsorship (Boat International Media, $299,500), and golf event accommodations (Rosewood Bermuda, $235,016). Its go-to-market approach combines owned digital channels (website, social media on Facebook, Instagram, TikTok, YouTube, Pinterest, X), an email newsletter, paid and earned media, signature cultural events (Cup Match, Bermuda Day, Harbour Nights), travel trade familiarization programs, and partnerships with regional agencies of record (Fever Pitch Marketing Communications for Canada) and airlines (BermudAir Holidays for winter promotions).

BTA does not sell travel products directly to consumers; instead it generates demand that flows to third-party tourism operators, accommodations, and event venues across Bermuda's nine parishes. The organization is governed by a Board chaired by William "Billy" Griffith (appointed February 2026), with Shannah Butterfield as a recent Board addition. Jan Hutton has been appointed as the new CEO effective July 1, 2026, succeeding prior leadership and bringing experience from the Australian Tourism Data Warehouse and senior roles across Asia Pacific, the Middle East, and Africa. The Authority's strategic posture in 2025-2026 emphasizes geographic diversification (Canada push), new airline partnerships, leadership renewal, and continued investment in digital platform capabilities.

Name

Bermuda Tourism Authority

Legal name

Bermuda Tourism Authority

Website

https://gotobermuda.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Bermuda's statutory destination marketing organization, BTA promotes the island as a travel destination through the gotobermuda.com portal, the Bermuda Arrival Card system, regional agency partnerships, airline alliances, and signature cultural events targeting leisure travelers, groups, and MICE buyers primarily in North America.

Ownership category

akta.pro rank

Product category

Tourism Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAKAFAL

Island, Beach & Resort Travel Agencies

Travel & Hospitality/Travel Agencies, Tour Operators & OTAs/Specialty/Niche Travel Agencies (Luxury, Adventure, Honeymoon, etc.)

Keywords

• Destination marketing organization
• Tourism promotion services
• Travel planning platform
• Government tourism authority
• Island destination marketing

Headquarters

HQ city

Hamilton

HQ country

Bermuda

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Sponsorships, Technology or R&D, Others

Revenue model

1. Government Funding: As a government tourism authority, the BTA operates with public funding allocated through government budgets. The organization disclosed $3 million in contracts over the past year covering marketing, events, accommodations, and professional services.
2. Tourism Marketing Services: Provides marketing and promotional services to drive visitors to Bermuda. Revenue supports island-wide tourism economy including accommodations, restaurants, attractions, and transportation providers.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Bermuda Tourism Authority is an independent government statutory tourism enterprise that promotes Bermuda as a world-class travel destination. Its core offering centers on destination marketing services, including operation of the official Go To Bermuda website (gotobermuda.com), a digital pre-arrival customs form (Bermuda Arrival Card), destination content and travel planning resources, and marketing campaigns delivered in partnership with travel trade, airlines, and regional agencies to drive visitor arrivals to the island.

Product overview

The Bermuda Tourism Authority operates primarily as a destination marketing organization with its main digital product being the Go To Bermuda website (gotobermuda.com). This platform serves as the official travel and tourism portal for Bermuda, integrating several sub-products including the Bermuda Arrival Card (a mandatory electronic entry form for visitors), the 9 People, 9 Parishes content series featuring local storytelling, and Bermuda 360° virtual exploration tools. The website also provides directories for accommodations, experiences, dining, events, and trip planning resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Go To Bermuda Official Tourism Website Comprehensive destination marketing website (gotobermuda.com) that provides travel planning tools, destination information, accommodations booking directory, experiences and events listings, and trip-planning resources for visitors to Bermuda. Targeted at leisure travelers, groups, and travel trade professionals.
• Bermuda Arrival Card Free electronic arrival form that travelers must complete before arriving in Bermuda by air or private yacht. The digital form streamlines customs processing, generates an email confirmation for border agents, and replaces traditional visa/waiver requirements. Excludes cruise passengers.
• 9 People, 9 Parishes Content Series Content series and initiative showcasing Bermuda's nine distinct parishes through local resident stories, insider tips, and video episodes that highlight neighborhood fish spots, secluded beaches, living history, and local traditions.
• Bermuda 360° Virtual Exploration Virtual exploration feature on the Go To Bermuda website allowing visitors to experience Bermuda through immersive 360-degree content.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• BermudAir HolidayscoreStrategic or Co-development Partner · 20 October 2025Launched promotional campaign offering 100% off airfare for travelers booking winter packages to Bermuda from New York airports. Partnership designed to boost winter tourism with local Bermuda organizations.
• Fever Pitch Marketing CommunicationscoreGTM or Marketing Partner · 24 April 2025Appointed as Canadian agency of record to lead PR, media relations, influencer marketing, and MICE activities to promote Bermuda as a travel destination in Canada. The partnership aims to capitalize on rising Canadian visitation and increased airlift to the island.
• MMGY GlobalcoreGTM or Marketing Partner · 8 January 2025$258,000 contract for European sales and marketing services to promote Bermuda in European markets.
• Boat International Media LtdminorGTM or Marketing Partner · 8 January 2025$299,500 contract for event sponsorship, supporting maritime-themed events and yachting activities in Bermuda.
• Rosewood BermudaminorGTM or Marketing Partner · 8 January 2025$235,016 contract for golf event accommodations, supporting sporting events at the Rosewood Bermuda property.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Caribbean Tourism Organization: Regional tourism development agency for the Caribbean. Comparable DMO-style organization operating at regional rather than single-destination scope, with shared feeder-market focus and event programming.

Direct peers

• Cayman Islands Department of Tourism: Government tourism authority for the Cayman Islands. Comparable Caribbean DMO promoting a small island destination primarily to US travelers with similar premium positioning and dive/water-sports emphasis.
• Barbados Tourism Marketing Inc. National destination marketing organization for Barbados. Directly comparable as a Caribbean island DMO promoting leisure and group travel, and notably the former employer of BTA's incoming Chairman Billy Griffith, indicating shared operating models and category positioning.
• Brand USA: National tourism marketing organization for the United States. Comparable as a public-purpose DMO that runs multi-channel campaigns, travel trade programs, and content marketing to drive international visitor arrivals—BTA operates a similar model at island scale.
• Visit Florida: State-level DMO for Florida promoting a beach-and-culture destination to drive domestic and international visitation. Comparable public-purpose DMO model with similar multi-channel content, PR partnerships, and event-driven marketing.
• USVI Division of Tourism: US Virgin Islands tourism marketing organization. Comparable island DMO competing for similar US East Coast leisure traveler and serving adjacent source markets, though with stronger cruise exposure.
• Tourism Australia: Australian government tourism agency running global destination marketing campaigns. Comparable scope (multi-market, content-rich, partnership-heavy DMO), and notably the organization led by incoming BTA CEO Jan Hutton prior to her appointment.
• Hawaii Tourism Authority: US-state-level DMO responsible for promoting the Hawaiian Islands as a destination. Highly comparable function—destination marketing funded by allocations/tourism taxes, multi-channel content, and partnership-driven distribution—though operating at significantly larger scale than Bermuda.
• Jamaica Tourist Board: National DMO for Jamaica promoting leisure, group, and cruise tourism. Comparable model focused on a single Caribbean island destination with emphasis on US feeder markets, event sponsorship, and travel trade partnerships.
• Bahamas Ministry of Tourism: Government tourism body promoting the Bahamas Islands. Directly comparable Caribbean DMO with strong US feeder-market focus and similar dependency on beaches, cruise, and group segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Bermuda
• YouTubeyoutube.com/bermuda
• Facebookfacebook.com/bermudatourism
• Instagraminstagram.com/bermuda
• Pinterestpinterest.ca/gotobermuda
• TikToktiktok.com/@bermuda
• LinkedInlinkedin.com/company/bermuda-tourism-authority

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bermuda Tourism Authority