The marketing spotlight shines on Black-owned tourism businesses in a new section of GoToBermuda.com. The online hub, titled A Guide to Black Culture & Heritage, soft-launched this week, elevating Black-owned businesses as an integral part of the Bermuda visitor experience.
The Bermuda Tourism Authority (BTA) is inviting Black business owners across the tourism economy to register their companies as part of this dedicated online effort. There’s a simple set-up process on the BTA portal, BTAConnect. A step-by-step guide shows how to get everything done online. Once complete, Black-owned business listings will appear on every page of the new website’s hub.
“It’s our job to help visitors find what they’re looking for and, increasingly, travellers to Bermuda want to be connected with Black experiences and culture on the island,” said BTA Interim CEO Glenn Jones. “Taking advantage of this marketing opportunity will put stakeholders in a prime position to win customers that may have otherwise missed them.”
The new content section highlights products and services celebrating Black history, cuisine and entertainment, speaking directly to a growing audience of consumers making deliberate decisions about spending money at Black and multicultural operations.
BTA’s newly debuted online guide will be especially useful to this audience because it homes in on where Black Bermuda businesses and experiences can be found—from street art and mom & pop eateries to island-wide itineraries and points of historic interest along the African Diaspora Heritage Trail.
Over time, BTA intends to build out the platform with additional articles, profiles and images, while growing the number of Black-owned businesses as more local stakeholders participate.
In 2018, BTA worked with travel data experts Mandala Research, which estimated the spending power of US Black travellers at $63 billion annually. The National Tourism Plan seeks to double the number of Black leisure air visitors to Bermuda by 2025—from four percent of total leisure air visitors to eight percent.
“Our focus on Black culture and heritage is critical to engaging more Black travellers and raising awareness in the minds of all visitors about who we are as Bermudians, culturally rich and beautifully diverse,” said Jones.