“Now there is cause for guarded optimism that we can grow the industry into one that delivers the value demanded by Bermuda’s price point. Plans for the Fairmont Southampton Hotel should significantly upgrade Bermuda’s hospitality product, joining new sites like The Loren, St Regis and Azura.
“In 2018, Bermuda saw 771,000 visitors on our shores, of which 68.2 percent were cruise arrivals,” he said.
“Like so many of our economic drivers, Mr. Speaker, we must act now to prevent Bermuda from becoming primarily a cruise destination to the exclusion of the longer-stay air visitor.
“BTA data for 2018 versus 2019 indicate that cruise visitors are up 14% while air arrivals are down 6 percent. This trend, uninterrupted, will minimise the economic impact Bermuda needs from its tourism industry. The appropriate balance must be struck.
“Bermuda tourism works best for Bermudians and Bermudian businesses when air arrivals are up and hotels are full.
“We must “up our game” and improve it. Even the best marketing will struggle long-term to overcome these competitive headwinds. To continue charging these prices we must evolve beyond a singular narrative of the island paradise.
As part of the work to be done in this fiscal year,” he said, we must:
(i) Restructure the BTA to focus more directly on its sales and marketing role
(ii) Devise and introduce a slate of annual events that drives visitors to Bermuda and better reflects our claim to be a luxury destination; and
(iii) Renew the efforts of air service development to expand airlift capacity from key markets