Bermuda Tourism Shows Resilience with A 3.5% Increase in Visitor Spend in 2025
Bermuda Tourism Authority releases 2025 Year End Tourism Performance Metrics
(Hamilton, Bermuda, February 16, 2026) Bermuda’s tourism industry recorded a mixed but resilient performance in 2025, navigating geopolitical uncertainty, shifting airlift and significant storm disruptions during the Atlantic hurricane season.
AIR ARRIVAL VOLUME & AIRLIFT CAPACITY
Total air visitor arrivals declined 1.9 percent year over year, driven partially by softer than expected demand including cancellations from August to early November as a result of unusually high storm activity during the period. Additionally, reduced air capacity from several core U.S. gateway markets, including New York (JFK), Boston, Philadelphia and Washington, D.C, further contributed to moderate volumes. Despite lower overall arrivals, per-visitor spending and length of stay improved.
Performance in the first half of the year was strong. By the end of July, air arrivals were up 1.7 percent year over year, with visitor days increasing 4.8 percent. Momentum continued into August before easing later in the year as sustained regional storm coverage influenced traveller confidence, even when systems did not make direct landfall.
Airlift shifted throughout the year, as reduced capacity from traditional U.S. core markets was offset by expansion into secondary cities. In response to early indicators and ongoing global economic and political uncertainty, strategic decisions were made to diversify and reallocate resources toward alternative markets. This approach delivered results, with strong growth from Canada supported by dedicated airlift and improved connectivity, positioning the market for continued growth in 2026.
Key 2025 Airlift & Market Highlights:
• Canada: Arrivals: ~20,000 visitors (+26% vs. 2024)
• Canada: Visitor Spend: $38.9M (+20% vs. 2024)
• US Newark: Full-year service helped offset reduced JFK capacity
• US Seasonal Reductions: Philadelphia, Washington, D.C., and Boston contributed to softer leisure volumes later in the year
VISITOR SPENDING
Total visitor spending was a bright spot in 2025. Overall expenditure reached $550 million, representing a 3.5% uplift, compared to 2024. While total air visitor spending declined due to a decrease in arrivals, per-person spending among air visitors actually increased year over year. Strong growth in cruise visitor spending offset the decline in air visitor spend, driving overall visitor expenditure growth.
2025 Visitor Spending Highlights:
• Total Visitor Spending: $550 million (+$18 million; +3.5% vs. 2024)
• Air Visitors: Aggregate spending declined slightly year over year
• Cruise Visitors: Increased spending helped drive overall growth
These developments are expected to strengthen Bermuda’s accommodation offering, improve capacity across multiple segments and better position the sector to support future demand, consumer expectations and economic growth.
MARITIME SECTOR
The cruise sector declined as anticipated, influenced by fewer scheduled calls early in the year, planned construction at King’s Wharf in the fourth quarter and 22 mostly weather-related cancellations. Despite lower cruise volumes, cruise visitor spending increased, reflecting higher per-visitor expenditure.
Superyacht arrivals saw the largest growth for the year. Bermuda welcomed 119 superyachts in 2025, generating an estimated $6.1 million in direct superyacht-related visitor spending, a 64.1 percent increase year over year. The segment continued to deliver high economic impact and reinforced Bermuda’s positioning as an emerging destination for superyacht tourism.
DEMAND GENERATION – MARKETING, PR & SALES
In 2025, Bermuda’s marketing strategy focused on attracting high-intent travellers across key demographics, personas, and geographic segments, with an emphasis on generating demand throughout the year rather than relying solely on peak summer performance.
Data-driven insights and digital tools, including artificial intelligence, were used to identify travellers most likely to visit. The information gathered by AI is being used to guide the digital marketing strategy, including Search Engine Optimisation (SEO), Search Engine Marketing (SEM), and GEO (Generative Engine Optimisation). Going forward, this approach will improve the efficiency of marketing spend, strengthen personalised targeting to support higher conversion from interest to booking. Campaigns will continue to be structured to support the full visitor journey, from inspiration through to booking and on-island engagement.
Sports and maritime tourism continued to serve as important demand drivers, attracting high-value visitors and reinforcing Bermuda’s premium positioning. Events such as the Chubb Bermuda Triangle Challenge, Bermuda Bridge Invitational, the Butterfield Bermuda Championship PGA TOUR event, and the 74th Annual Goodwill Golf Tournament contributed to international visibility while generating incremental visitation and visitor spending.
In the last available event analysis, the 2024 Butterfield Bermuda Championship generated $14.1 million in direct spending across the local economy and millions more in demonstrating the measurable return on Bermuda’s sports tourism investment.
Looking ahead, 2026 is expected to be a strong year with the return of pinnacle events including Apex SailGP, the PGA TOUR event and the Newport Bermuda Yacht Race among others, further supporting demand and global exposure for the island. While the organisation will continue its focus on driving visitation through the non-summer months, increasing year-round visitor spending will remain a key objective of the Bermuda Tourism Authority. These efforts to drive sector-wide impact will be supported by an additional emphasis on ensuring that tools and initiatives are optimised for value, efficiency, and measurable return on investment.
“In a year marked by global uncertainty, we responded with agility by diversifying into Canada and supporting the growth of the superyacht segment. We did this in close partnership with our industry stakeholders, working together to stay focused and aligned.” said Erin Wright, Acting CEO, Bermuda Tourism Authority.
On plans for the new year, Wright continued, “As we move through 2026, we remain committed to disciplined, data-driven growth that delivers measurable economic impact.”
For the full report, click here.
For media enquiries, contact Zina Edwards, Director, Corporate Commmunications & Stakeholder Relations, Bermuda Tourism Authority [email protected]