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

By Parker Diakite

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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.”

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