News Release: Hamilton, Bermuda (November 6, 2019) — Bermuda’s National Tourism Plan could be named the world’s best destination strategy at an annual awards ceremony in the United Kingdom tomorrow.

City Nation Place, a think-tank that brings together tourism destinations from around the world, will present its 2020 awards at the conclusion of its global conference November 7 in London.

Bermuda’s National Tourism Plan is up for ‘Place Brand of the Year’, competing against nine other finalists that submitted travel industry-related strategies.

To be considered for the award, applicants must have released their plan in that past 18 months, satisfying the following criteria:

  • a long-term strategic approach to managing and promoting the place brand
  • established a clear framework with short- and long-term objectives
  • factored in considerations for sustainability of the place
  • balanced the needs of the place environment with needs of citizens and visitors

Hundreds of local voices in and outside of the tourism industry collaborated on Bermuda’s National Tourism Plan in 2018, with the assistance of RedSky Strategy, a New York-based marketing consultancy.

The plan was launched publicly at the October 2018 Bermuda Tourism Summit. Since then, the Bermuda Tourism Authority (BTA), its stakeholders and various working groups have been using the Plan as a roadmap to meet the country’s 2025 visitor industry aspirations.

“Executing a National Tourism Plan is a six-year, disciplined process that must endure the month-to-month and quarter-to-quarter gyrations of industry performance,” said BTA CEO Kevin Dallas.

“With Bermuda on the list of finalists for Place Brand of the Year, I hope it reminds all of us that, together, we have crafted a strong vision, and the future for Bermuda tourism is bright if we can stay focused and committed to the long view.”

The full list of award finalists is available at the City Nation Place website along with criteria for each award.An abridged version of the National Tourism Plan is available online, while the full diagnostic report is available to registered users of BTAConnect.