The 2030 Strategic Roadmap at a Glance
- What
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A roadmap for Bermuda’s visitor economy through 2030. Built to create greater value for our island and our people.
- Who
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Led by the Bermuda Tourism Authority. We compete in a global industry, so we are bringing in global experience through Skift Advisory. That expertise will work hand in hand with local knowledge. More than ten specialist working groups of local experts and partners will help shape and prioritise the strategy.
- When
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Work has just begun. This is the first of many steps, and the roadmap will be shared in 2027.
- Why
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Tourism matters to all of us. The roadmap is an opportunity to safeguard what makes Bermuda special and grow tourism’s value, together.
- How to take part
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BTA is gathering perspectives through research and engagement with residents, industry stakeholders and partners. Further opportunities to contribute will be shared here as they are confirmed.
What Tourism Creates for Bermuda
Tourism is about far more than the visitor experience. It’s part of who we are. It keeps our stories, our culture and our traditions alive, and gives us every reason to share them with pride. It sustains the airline connections, the remarkable hotels and the proud local restaurants that make Bermuda a place where international business chooses to be, and where families choose to stay. It broadens our economy beyond any single industry, supports local businesses large and small, and opens more pathways for Bermudians to build careers, start enterprises and shape the island’s future.
This is our home, and if you are reading this, it is yours. Tourism matters to every one of us, and its value is something we must guard carefully and grow deliberately, together. The 2030 Strategic Roadmap is our opportunity to do exactly that: to make tourism work even harder for Bermuda, so it delivers more for the people and communities across our island.
Tourism is an important part of Bermuda’s economy. The next Roadmap asks how we can make it work even harder for our island.
Bermuda has momentum, but the decisions we make now will determine how we build on it. The 2030 Strategic Roadmap will help set clear priorities for the years ahead.
1. Travel is changing
Rising travel costs, stronger competition and new technologies are changing how visitors discover and choose destinations. Bermuda needs to plan for what comes next.
2. Bermuda Starts from Strength
Visitor spending, renewed hotel investment and international recognition give Bermuda a strong foundation. Additional hotel capacity also makes year-round demand increasingly important.
3. The Choices We Make Now Matter
The roadmap will look beyond destination promotion to address air connectivity, investment, the protection of Bermuda's culture and oceans, and opportunities for Bermudian businesses and the workforce — with practical actions and ways to measure progress.
Building the Evidence
The BTA is leading the process with support from Skift Advisory. A major part of the work is a research programme designed to gather more than 8,800 perspectives from Bermuda and its key visitor markets, including:
- 400+ Bermuda residents and members of the diaspora
- 5,200 high-value travellers across six source markets
- 2,100 respondents from BTA's existing audiences
- 1,200 recent visitors
This research is one part of a wider process that will also draw on conversations with industry and Government representatives, travel advisors and specialist working groups. As the work progresses, BTA will continue to share updates and information about further opportunities to contribute as these are confirmed.
Survey figures are targets, with final sample sizes to be confirmed following fieldwork.
How The Roadmap Comes Together
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We Are Here
1. Listen
Initial conversations with BTA's Board, industry stakeholders and partners are underway. These discussions will help establish priorities and inform the wider engagement process.
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Up Next
2. Understand
Bringing together what we hear with research and evidence to identify the opportunities and challenges ahead.
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Upcoming
3. What We’re Hearing
Sharing the themes emerging from conversations across Bermuda, including where perspectives align and where they differ, as the roadmap takes shape.
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Upcoming
4. Build
Turning what we’ve learned into clear priorities, practical actions and ways to measure progress.
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Upcoming
5. Launch
Publishing the 2030 Strategic Roadmap in 2027 and beginning the work of putting it into action.
Your Perspective Matters
The 2030 Strategic Roadmap is being informed by research, local expertise and conversations across Bermuda. As the work progresses, BTA will share updates and information about further opportunities to contribute. Check back for the latest developments.
Latest Updates
Follow the progress of Bermuda’s 2030 Strategic Roadmap — from the conversations taking place to the themes emerging and the next steps ahead.
Know the Roadmap. Shape the Roadmap.
The 2030 Strategic Roadmap is an evidence-led plan for Bermuda's visitor economy. It will establish priorities for the years ahead, looking beyond destination promotion to address year-round demand, air connectivity, investment and opportunities for Bermudian businesses and the workforce.
Bermuda’s current National Tourism Plan comes to an end in 2026. Since it was developed, the world of travel has changed significantly.
Bermuda has a strong foundation, but staying competitive will require us to look ahead, challenge assumptions and make deliberate choices about where to focus.
The 2030 Strategic Roadmap is an opportunity to build on what is working, address what could be better and consider how tourism can deliver more for Bermuda in the years ahead.
The Bermuda Tourism Authority is leading the process with support from Skift Advisory, the strategy and research practice of travel intelligence company Skift. Local experts, industry partners and stakeholders will contribute through specialist working groups, with opportunities for residents to participate as the work progresses.
There will be opportunities to contribute through a resident survey and community discussions, including town hall sessions.
These activities will give people across Bermuda a chance to share what they value about tourism, where they see opportunities and what they believe should be prioritised for the future.
Details of how to participate will be shared on this website as they become available.
Everyone who lives or works in Bermuda has a perspective worth hearing.
Whether you work directly in tourism, run a local business, support visitors through your work or simply have views about tourism’s role in Bermuda, we want to hear from you.
You don’t need to work in the industry or have specialist knowledge to contribute.
What we hear will help identify the opportunities, challenges and priorities that should inform the 2030 Strategic Roadmap.
Contributions will be considered alongside research, data and discussions with stakeholders. Different perspectives are expected, and understanding where people agree — and where views differ — is an important part of the process.
BTA will share the main themes that emerge and explain how they are informing the roadmap as the work progresses.
The completed 2030 Strategic Roadmap is expected to be shared in the second quarter of 2027. Its success will be measured by the actions and outcomes that follow.
The roadmap is intended to guide decisions and actions through 2030.
Once published, the focus will turn to putting its priorities into practice, working with relevant partners and measuring progress.
The real measure of success will be what the roadmap helps Bermuda achieve — and how tourism contributes to the island’s economy, businesses and people over time.
