Experience Overview
Hidden Gems Tours began as a single, island-wide tourism concept focused on showcasing Bermuda’s cultural and ecological richness. Today, it is one of the island’s most popular cultural and eco-tourism experiences, operating a fleet of four buses.
Strategic Context
The Bermuda Tourism Authority prioritizes funding initiatives that demonstrate strong potential for sustainable growth and lasting visitor impact. BTA’s investments focus on areas such as marketing and capacity building, rather than capital expenditures like vehicle purchases, which are expected to be self-funded by businesses.
Initial Support
BTA’s investment was directed towards the execution of a marketing strategy independently developed by Hidden Gems. This marketing support enabled Hidden Gems to significantly increase its visibility and demand.
Sustainable Growth
The targeted marketing strategy drove increased awareness and demand for the tours. As bookings grew, Hidden Gems successfully reinvested revenue into its business, eventually expanding its fleet to four buses, without relying on additional outside funding. Impact Hidden Gems Tours stands as a prime example of how focused marketing investment can catalyze sustainable business growth in Bermuda’s tourism sector. BTA’s role in providing strategic support, rather than capital funding, aligns with its commitment to fostering long-term, self-sufficient tourism enterprises.