The PR campaigns follow an analysis and review of the island’s tourism strategy, conducted by the Department of Tourism, which identified Europe as a major market.
The research showed 25,000 British tourists visited Bermuda in 2002 and stayed an average of ten nights, twice as long as their US counterparts.
‘We know in Europe there are sophisticated, discerning travellers seeking an upmarket, luxury destination,’ said Minister of Tourism, Telecommunications and E-Commerce Renee Webb.
The Department of Tourism has recruited London-based travel marketing company Hills Balfour to promote the ‘new Bermuda’ by highlighting the island’s niche markets of scuba diving, golf and sailing.
The PR efforts will specifically target high-end travellers from the UK and Europe through ‘intense marketing of the country’s attraction of Caribbean flavour and British charm’, said Hills Balfour PR manager Suzanne Seyghal.