Home

Bermuda Tourism Officials Aim To Double African-American Tourists By 2025

By Parker Diakite

Share

After a report revealed that African-American spent nearly $63 billion on tourism in 2018, tourism officials in Bermuda are making moves to ensure that they get a piece of the pie.

Recently, tourism officials in Bermuda announced an ambitious goal to double the number of African-American leisure visitors by 2025, a target the Bermuda Tourism Authority said is based on “extensive research.”

Currently African Americans represent 4 percent of Bermuda’s leisure air visitors. The National Tourism Plan goal is to grow that number to 8 percent. 

Related Post: Black American Travelers Spent $63 Billion On Tourism In 2018

“Our research shows African-American consumers make up about 11 percent of our target audience in the cities where we focus our marketing efforts,” Kevin Dallas, CEO, of the Bermuda Tourism Authority, said in a statement. “Currently, only 4 percent of our leisure air visitors identify as African-American. That means our destination is not winning its fair share of the African-American travel market, which is now a $63 billion industry annually. This is a tremendous business opportunity for Bermuda and we can chase it down by mounting a coordinated effort with tourism stakeholders; the BTA cannot do it alone.”

In 2018, the Bermuda Tourism Authority worked with Mandala Research to tailor a portion of its African American Traveler Report to study high-income earners with a valid passport. The research found that culture and culinary are key to increasing the amount of African-American travelers.


Over the past five years, the Bermuda Tourism Authority has worked with local food partners to build culinary tourism and has convened stakeholder meetings to raise the profile of cultural tourism concentrated on heritage stories within the African Diaspora, according to Bermuda Tourism officials.

“This is the core of the business opportunity for Bermuda,” Dallas said.  “If we can enhance our cultural tourism offerings and make them relevant to the African American experience and compelling to African American travelers, we can win with this audience and meet the ambitious target.  And importantly, these enriched cultural offerings about the black experience in Bermuda will appeal to all audiences, regardless of race.”

Share
Travel Noire

Parker Diakite

Want more?

Get exclusive, unpublished tips from Travel Noire's CEO to help you get off the beaten path, into the hearts of locals and onto a better, more cultured life.

These Airlines Are Giving Waivers To Bermuda-Bound Passengers To Avoid Hurricane Humberto

These Airlines Are Giving Waivers To Bermuda-Bound Passengers To Avoid Hurricane Humberto

The National Weather Service has predicted that Hurricane Humberto, a Category 2 storm, will land in Bermuda by the middle of the week, bringing heavy rains and winds with it. In anticipation of these events, several airlines and one cruise line are offering waivers to travelers scheduled to visit the island this week. USA Today […]

Danielle Dorsey

Flight Deal: Nonstop From NYC To Bermuda Only $288

Flight Deal: Nonstop From NYC To Bermuda Only $288

It’s time to take an island getaway. What will make this trip complete is being able to snag the flight for a fraction of the normal price. Well, now you can. American Airlines has reduced pricing on its nonstop routes from JFK Airport to Bermuda. The lowest price found is $288 roundtrip. This deal is […]

DeAnna Taylor

Have You Visited The Best Destinations For Black Travelers In 2019 Yet?

Have You Visited The Best Destinations For Black Travelers In 2019 Yet?

2019 is pushing right along and before you know it, we’ll be celebrating a new year. Now that we’re halfway through, it’s a great time to assess those travel goals you made at the beginning of the year. Black travelers spent more than $63 billion in tourism last year, and analysts are anticipating an increase […]

Parker Diakite