Mission & Vision

Learn about what’s driving the Bermuda Tourism Authority and the inspiration behind the hard work our team brings to the table every day.

Background
A conference table with a blue table cloth, with place settings including pens, notepads and water glasses

Our Mission

The mission of the Bermuda Tourism Authority shall be to increase income earned by the Island through tourism and ensure the industry is economically, socially, and environmentally sustainable.

Our Vision

The Bermuda Tourism Authority (“BTA”) is a quasi-independent, modern and leading tourism enterprise – dynamic, entrepreneurial, and vibrant:

  • We are the singular voice that continually evolves Bermuda as a world class tourism destination
  • We partner with the Government of Bermuda to grow tourism and create jobs
  • We develop creative and innovative ways to make Bermuda a highly desirable destination for visitors and tourism investment
  • We are results-oriented, accountable and transparent to our stakeholders
  • We allocate our resources strategically, take select risks and move quickly to capture the opportunities afforded by growing global tourism demand
  • We pursue strategic initiatives and actions that add value to Bermuda tourism
  • We empower our people to be customer focused, proactive, solution-oriented and make decisions that are in the best interest of Bermuda as a tourism destination
  • We have a fun and positive workplace culture that generates pride in Bermuda
  • We are impassioned in our communication to the world that Bermuda is open for business

Our Values

Two sailboats travelling off the coast of Bermuda

Performance & Accountability

We deliver on our promises and obligations. 

  • We operate strategically to maximise the long-term results for Bermuda
  • We set challenging but realistic goals, and take personal and collective accountability for achieving them
  • We are data-driven and we measure and report on everything that we do
  • We learn from our experiences and are prepared to adapt and change course when needed
A family dancing with Gombeys

Passion & Pride

We live the Bermuda Tourism brand. 

  • We believe in Bermudian hospitality, and we are optimistic about Bermuda’s tourism future
  • We are passionate about Bermuda and our visitors, and take pride in everything we do
  • We are customer led
  • We recognise and celebrate dedication, achievement and excellence
A corporate group of three people gather at the Loren hotel

Leadership & Collaboration

We are catalysts for positive change in Bermuda. 

  • We embrace innovation and change; we reject the ‘culture of no’
  • We recognise that progress requires inclusion, communication and collaboration
  • We seek out and are open to new ideas from wherever they come
  • We commit to developing and empowering leadership capabilities
Cyclists participating in a triathalon wheel their bicycles through a cityscape in Bermuda

Honesty & Integrity

We try to always do the right thing. 

  • We are committed to the highest quality, professionalism and ethical standards in everything we do
  • We are honest and direct in every interaction
  • We raise and solve issues as they arise
  • We have the courage to confront tough issues transparently and to stand up for what is right
Patrons admire art at a gallery in Bermuda

Awareness & Respect

We respect and embrace our differences. 

  • We have a right to be heard and a duty to listen
  • We are sensitive to Bermuda’s history, cultures, and social challenges
  • We treat everyone with respect and dignity, and we have zero tolerance for any form of discrimination
  • We believe that respecting our natural environment is critical to tourism’s sustainability
A triangular park in Hamilton harbour next to a marina

Executive Leadership Team

Meet the Executive Leadership Team at Bermuda Tourism Authority, a group of dynamic leaders dedicated to driving Bermuda’s tourism industry forward.

Meet the team