Bermuda Tourism Authority and Industry Partners Conclude Successful Northeast U.S. Roadshow, Strengthening Presence in Key U.S. Markets
Hamilton, Bermuda – March 19, 2026 - The Bermuda Tourism Authority (BTA), in partnership with Bermuda’s leading hotel properties and BermudAir, has successfully concluded its three-city Northeast U.S. Roadshow, held March 10–12 in Boston, New York City, and Morristown, New Jersey.
The collaborative initiative brought together Bermuda’s tourism industry to directly engage high-value media, influencers, travel advisors, and meeting and event planners in markets with strong airlift and premium traveler potential.
Across the three cities, the roadshow welcomed more than 200 attendees, including:
- media representatives
- travel advisors
- meeting & event planners
- influencers
Participating partners, alongside the Bermuda Tourism Authority’s Business Development, Marketing, Sales, and Visitor Experience teams, engaged with luxury travel advisors and group planners through curated networking events in each market. The engagement focused on strengthening industry relationships, deepening collaboration with Bermuda’s hotel partners, and reinforcing the island’s value proposition among the advisors and planners who play a critical role in driving high-value leisure and group travel to Bermuda.
The Northeast U.S. markets remain critical to Bermuda’s tourism economy, representing more than 40 % of the island’s annual US visitation. Connecting directly with travel advisors, meeting planners, and media in these cities helps ensure Bermuda remains top-of-mind for travellers and supports the island’s efforts to drive year-round visitation from one of its most important markets.
The Roadshow will continue with upcoming stops in Canada and the United Kingdom. Canada has already seen more than 18.9% growth in visitation during the first two months of the year, and the U.K. activation planned for April will further strengthen Bermuda’s presence in another key international market.
“This Roadshow demonstrated the strength of Bermuda’s tourism industry working together,” said Michael DeCouto, CSMO at BTA, “By presenting a unified, premium destination message in-market, we strengthened key relationships and positioned Bermuda as both aspirational and accessible, particularly in a time when proximity and ease of travel matter more than ever.”
“We’re especially encouraged by the level of collaboration that made this possible. Seven tourism stakeholders, including our hotel partners and Bermuda-based airline BermudAir, came together to showcase the breadth of experiences available on the island. That kind of partnership is essential as we continue working to drive visitation and build year-round demand for Bermuda.”
Unlike traditional destination presentations, the Roadshow delivered an immersive Bermuda experience, featuring curated digital storytelling, elevated hospitality, signature culinary elements, and sensory-driven design intended to create lasting emotional connection.
Participating partners included: Azura; BermudAir; Cambridge Beaches Resort & Spa; Fairmont Southampton; Grotto Bay Beach Resort & Spa; Hamilton Princess & Beach Club; Newstead at Belmont Hills.
The activation underscores Bermuda’s commitment to strategic market engagement, premium positioning, and industry-wide collaboration.
Follow-up media engagement and advisor outreach are already underway, with early indicators pointing to strong interest for 2026 bookings and group inquiries.
ABOUT THE BERMUDA TOURISM AUTHORITY: The Bermuda Tourism Authority (BTA) is a quasi-autonomous organisation responsible for the marketing and promotion of Bermuda as a tourism destination. Established in 2014, the Authority works in partnership with government, industry stakeholders and international partners to support sustainable tourism growth and economic development for Bermuda. The BTA operates under the oversight of a Board of Directors and is funded through a combination of Government of Bermuda funding and visitor revenues.
For media enquiries, contact Zina Edwards, Director, Corporate Commmunications & Stakeholder Relations, Bermuda Tourism Authority [email protected]