Have a look at the diverse cultural experiences and food tourism events on the horizon out here in Bermuda, starting in the fall of 2019 and going through our warm winter in 2020.

1. Cultural Experiences &
Food Tourism
HISTORY, HERITAGE AND THE WAY WE LIVE

2. Welcome
MINISTER ZANE DESILVA, JP, MP

3. SUCCESSFUL EXPERIENCE
INVESTMENT APPLICANTS
3

4. FALL
APPLICATION INTAKE
• Free Workshops held Aug 28 & 29
• Register for workshops online
• Applications accepted Sept 1 to 30
• Decisions due Oct 31
SEASONS
• Primary focus warm winter & spring (Jan-
May 2020)
• Secondary focus summer & fall (Jun-Dec
2020)
4

5. Cultural Tourism Strategy
WHERE WE FOCUS

6. How We Got Here
Cultural
Tourism Plan
March 2018
National
Tourism Plan
October 2018
Working Group
April 2019
Execute
October 2019
100
Stakeholders
Engaged
800
Stakeholders
Engaged
3 Rapid Cycle
Groups
Convened
6

7. WHYSEGMENTATION?
Who are they?
Mostly childless professionals Graduate degrees and
high paying careers
They want: Culture , Nightlife and Entertainment,
Culinary tours/experiences/local cuisine, Escape and
Leisure
Experience Enthusiast:
• Take 6+ trips per year
• Rely on reviews & recommendations from experts and
friends
• Engaged heavily online and with social media. Watch
streaming TV and use radio apps
• More likely to travel with friends or part of a large
group
• To get away from it all, they routinely travel to
foreign settings where they enjoy museums,
restaurants and exclusive hotels
• More likely to book within 4 weeks of arriving in
Bermuda
7

8. Experiences by Need State, Season
SEASON MONTHS
SEEKING
EXPERIENCES
WARM WINTER Jan, Feb, Mar
SPRING Apr, May
SUMMER Jun, Jul, Aug
FALL Sept, Oct, Nov, Dec
POSSIBLE LIKELY
8

9. Think like a visitor
Innovation
9

10. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
10

11. Opening Hours
MUSEUMS, GALLERIES & CULTURAL SITES

12. Volunteer Shortages Challenge
 There’s a barrier getting volunteers for weekends and this impacts the consistency of
hours at various locations.
 Sometimes visitors show up to discovered shuttered museums, cultural sites.
 Additionally, most volunteers are retired and willing to work during the week but not
so inclined during weekends, when visitor demand is highest.
12

13. Cultural Experience Air Visitor Data
Air
Arrivals
• The majority arrive between Noon and 4pm
• These visitors average stay of 5.5 days
• Friday and Saturday are the days when most air
arrival visitors are on-island and available to take
part in experiences
Timing / Days
• Friday, Saturday and Monday are the days that
present the greatest volume opportunity
• Monday is also a heavy on-island visitor day
because it’s a residual build-up of people who
arrived on Thursday, Friday and Saturday, but did
not leave on Sunday
• Sunday, Tuesday, Wednesday and Thursday are
lesser volume (so they should remain a
consideration)

14. DISCOVERDAYS
Fridays
Hamilton
Saturdays
St. George/St. David’s
Sundays
Dockyard
Coordination of opening hours
14

15. Volunteer Shortage Recommendations
 Ask adult volunteers for only 1 Saturday per quarter, research shows less truancy
with smaller ask
 Recruiting students as a fulfillment of community service hours for high school
seniors
 Opens possibility of weekend work for students who need the hours
 Lowers average age of volunteers
 Educates students on the island’s culture, heritage
15

16. FRIDAYS
HAMILTON
SUNDAYS
DOCKYARD
SATURDAYS
ST. GEORGE’S & ST.
DAVID’S
GET LOST
IN OUR CULTURE
discover a different way of life
16

17. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island.
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
17

18. Cultural Tourism Research
FROM OUR ONLINE VISITOR PANEL

19. What is the Visitor Panel?
The Bermuda Visitor Panel consists of visitors to Bermuda who would like to
provide their feedback to the Bermuda Tourism Authority and improve the on-
island visitor experience.
We aim to send out a survey to our panel members once a quarter.

20. How would you rate the importance of having
cultural tourism experiences when you visit a
destination?
43.2%
46.5%
7.9%
2.2% 0.3%
Very important
Somewhat important
Neither important nor unimplortant
Not very important
Not at all important
Top-Two Box Score:
89.7%
Top-Two box score combines “Very Important” and “Somewhat Important”

21. Did you participate in any guided tours on
Bermuda’s culture or heritage?
28.7%
71.3%
Yes No
Top-Two box score:

22. What is your level of interest in the following
specific cultural experiences?
24.0%
43.7%
51.8%
40.7%
43.8% 44.7%
39.0%
45.0%
23.1%
8.4% 7.0%
10.9%
7.0%
2.7% 1.9% 2.8%3.1%
0.6% 0.4% 0.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Bermuda's black heritage Bermuda's maritime heritage Bermuda's architecture, homes and
gardens
Bermuda's British heritage
Very interested Somewhat interested Neither interested nor uninterested Not very interested Not at all interested
Top Two
Box:
67.8%
Top Two
Box:
90.8%
Top-Two box score combines “Very Important” and “Somewhat Important”

23. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island.
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
23

24. Innovation &
Collaboration
COMING TOGETHER FOR THE CULTURE

25. Architecture Tours
• Guided walking tours
• Dockyard, St. George & Hamilton
• Schedule matches “Discover Days"
• Booked & paid for online
• Available at Visitor Services Centres
25

26. Way We Live Tour
• Tours of distinct Bermuda homes, gardens and
neighbourhoods
• West, East, Central guided tour by bus
• Meander through neighbourhoods and end at
impressive, memorable property
• Gov’t estates, Nat’l trust properties, vacation rentals,
private homes
• Examples: Aberfeldy, Somerset; Government House,
Pembroke; Sandymount, Bailey’s Bay
26

27. UNCOVER SECRET
ARTEFACTS
Masterworks at Botanical Gardens
• National Archives
• Masterworks
• National Gallery
• Freemasons’ Lodge
• National Museum
Guided experience. Ideal for small
groups. By appointment
27

28. Submit Your
Cultural Tourism
Experience
GoToBermuda.com/BTA
28

29. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
29

30. Bermuda-Made,
Bermuda-Inspired
STIMULATE RETAIL

31. Elevating Bermuda’s
Maker Movement
Bermuda Perfumery, St. George
• Perfume
• Jewellery
• Sandals
• Rum, Rum Swizzle
• Bermuda Shorts
• Art & Crafts, Etc.
• Guided Experiences (Ham,
St. Geo, Dock)
• Maps
31

32. Shopping Tour Criteria
Core Criteria Beneficial Assets
High-quality Bermuda-made or
Bermuda-inspired items
Service available after
regular business hours
Intimate shopping environment Capacity to ship items
overseas
CTA frontline staff NSSP certified
Culturally distinct, differentiates
Bermuda
Compelling storyteller to greet
shoppers
32

33. Submit Your
Shopping
Tour
Experience
GoToBermuda.com/BTA
33

34. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
34

35. THE BLACK EXPERIENCE
STORIES OF THE AFRICAN DIASPORA

36. Innovated Black Heritage Tours
 4 re-imagined guided tour experiences
 Online bookable
 New web content in development
 Launch October 2019
 October is Black History Month in UK
 About a dozen black heritage sites included across these tours
 2019 is 10-year anniversary of Sally Bassett statue unveiling
Fall/Seeking Experiences
36

37. Sally Bassett Statue
Unveiling 2009
37

38. Black Heritage Experiences
Guide Location Origin # of
Sites
Mode Length Notes
Rashida & Winston
Godwin (Titan
Express)
Barrs Bay Park,
Mary Prince home
& Cabinet Office,
Hamilton
3 Bus 1.5 hours October only. Fire theme.
Special night tour to mark 10th
anniversary of Sally Bassett
statue.
Juanita Jones
(Island Tours)
Dockyard VSC 5 Bus 5 hours
(to/from
Dockyard)
South Shore hotel pick-ups
along route. Guests get 30
mins to buy lunch in Hamilton.
Kristin White Long Story Short, St.
George
6 Walk or
Bicycle
1.5 hours Enters Black History Museum.
Adds Darrell House on request
Rashida & Winston
Godwin (Titan
Express)
Hamilton VSC 6 Bus 3 hours Starts in Nov, due to cruise
season. Similar to popular Feb
2019 tour.
Fall/Seeking Experiences

39. Marketing Inspiration
39

40. Black Traveller
Sentiment
Not at All Important Not Too Important Neutral Somewhat Important Very Important
29%
25%
7%
5% How important is the
availability of African-
American culture and history
when deciding a vacation
destination?
33%
Top Two Box
Score: 62%
40

41. Submit Your
Black Heritage
Experience
GoToBermuda.com/BTA
41

42. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
42

43. Bookable Online
VISITOR ACCESSIBILITY TO EXPERIENCES

44. Online
Partners
Winnow
Island Tour
Centre
Premier
Tix
44

45. Marketing Your
Events & Excursions
• Get BTAConnect Log-in
• Provide Event or Excursion
Details
• Both listed on gotobermuda.com
• Also available in Seasonal Visitor
Guides
• No cost to stakeholders
45

46. Submit Your Event
Log in to
BTAConnect
Add Event
Marketing Reviews
& Approves
Event is Posted on
GoToBermuda.com
46

47. BOOKED
Email marketing
Airport Screens
Visitor Guides
Visitor Services Ctr.
ARRIVAL
Experience
Marketing
EVENTS
CALENDAR
TOURS &
EXCURSIONS
47

48. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
48

49. Key Non-Summer
Cultural Experiences
 Urban Cultural Exchange
 Taste of Bermuda
 Bermuda Pride
 Supper Club
 Gombey Festival
 Christmas Walkabout
 Bermuda Festival of
Performing Arts
49

50. How We Execute
Cultural
Tourism Plan
March 2018
National
Tourism Plan
October 2018
Working Group
April 2019
Execute
October 2019
50

51. Ready for Launch
OCTOBER 2019

52. Key
Dates
WHAT WHEN
Out Here Fall Guide Planning Session June 3
Cultural Tourism Stakeholder Meeting June 24
Cultural Tourism & Food Forum August 7
Out Here Fall Guide on the Street September 2
Cultural Tourism Launch Month October 1 – 31
Restaurant Weeks 2020 Jan 16 – Feb 1
Bermuda Festival of Performing Arts Jan 17
52

53. Food Culture
THINK HORIZONTALLY IN 2020

54. Opportunity
• 15% - 35% of travel budget spent on food and beverage
– In 2018, Bermuda leisure visitors spent 23% of their trip on F&B
• $58 Billion spent on F&B by US travellers in 2017
– 5.8% compound annual growth rate since 2012
• 93% of travellers considered food travellers; almost every visitor is food savvy
• What are Bermuda visitors saying about food?
Sources: Skift, WorldFoodTravel.org, 54

55. How important was it for you to have access to
locally harvested food on your latest trip to
Bermuda?
20.6%
46.9%
23.0%
7.3%
2.2%
Very important
Somewhat important
Neither important nor unimplortant
Not very important
Not at all important
Top-Two Box Score:
67.5%
Top-Two box score combines “Very Important” and “Somewhat Important”

56. Did you specifically seek locally harvested
food during your latest trip to Bermuda?
27.6%
72.4%
Yes No

57. Would you be interested in any of the following food
experiences? A food experience is a culinary offering which takes
place beyond the ordinary confines of a restaurant.
24.2%
26.3%
23.5%
38.3%
33.9%
43.4%
38.6% 39.2%
14.3% 14.0%
19.2%
11.1%
18.9%
11.1%
13.4%
7.7%8.7%
5.1% 5.3%
3.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Luxury Picnic at a park or beach Outdoor meal at a cultural site or monument Dining experience at a museum or gallery Dining experience at a private home or historic
property
Very interested Somewhat interested Neither interested nor uninterested Not very interested Not at all interested
Top Two
Box:
58.1%
Top Two
Box:
69.7%
Top Two
Box:
62.1%
Top Two
Box:
77.5%
Top-Two box score combines “Very Important” and “Somewhat Important”

58. Food Harvest Calendar
58

59. Strategic Plan Objectives
Coordination of Opening Hours for museums and sites that are aligned with when visitors are most likely to be on-
island
Increase collaboration and cross-pollination for culture in Bermuda to thrive, not just survive
A change in mindset to collaboratively build services and product offerings that are seasonally relevant and reflect the
need states of visitors. Consider delivery to group market as well
Highlight Bermuda-made brands and Bermuda-inspired products to help differentiate the country, enhance the
shopping perceptions and assist retailers on-island
Elevate Bermuda’s overall cultural experiences and develop more interactive and immersive experiences including
offerings focused on stories of the African Diaspora
Leverage technology to support and promote cultural tourism development with an innovative use of social media,
technologically advanced experiences. Also develop online bookable experiences
Reimagine use of Bermuda’s abundant cultural and heritage sites to bring them alive
59

60. Bermuda Restaurant Weeks
JANUARY 16 TO FEBRUARY 2, 2020

61. Restaurant Weeks 2020
RW 2020
Stakeholder
Outreach
RW 2020
Participation
Form Deadline
RW
2020 Menu
Submission
Deadline
RW 2020
August 7-9 September 6 September 30 January 16 – February 2
GoToBermuda.com/BTA
61

62. Luxury Rose Garden Picnic
 Date: Thursday, January 16 | Lunch
 Eettafel & Lili Bermuda paired in a memorable culinary
experience to launch RW 2020
 Venue: Waterville, Rose Garden
 Capacity: 60 people
 Master Perfumer Isabelle Ramsay-Brackstone discusses how
the island’s gardens inspire Lili fragrances. Plus food-fragrance
pairings.
 Discovery Wines to partner with wine parings
 Locally harvested foods are the focus
62

63. Chef Eric Adjepong
 Splashed onto culinary scene in 2019 – Season 16 of Top Chef on
Bravo
 The Ghanaian-American mesmerized audience and judges with his
distinct West African cuisine
 Planned to prepare a four-course meal that told the story of the
Atlantic Slave Trade was dashed
 Was eliminated. Finished 3rd. But his unique vision has been in high
demand, chronicled in NY Times
 Chef Eric invited to absorb Bermuda’s black heritage and prepare a
menu that tells our story
 Visits Bermuda in Aug 2019 on learning odyssey
 Dinner Jan 24, part of Restaurant Weeks 2020
63

64. Commemoration of
Slave Stories
Cobbs Hill Methodist Church
 Evening’s dinner to honour Cobbs Hill
Methodist Church
 Effort to raise the profile of this
treasured cultural asset in the visitor
experience
 Church is part of island’s African
Diaspora Heritage Trail
64

65. Transport Museum
65

66. Fish Fry
Transportation Museum, Dockyard
 Finale of Restaurant Weeks
 Family Friendly
 Lower price point
 Local fish including lion fish
(Greener message)
 Local beverage brands like On De
Rock & 9 Parishes
 Live music
66

67. Location
Horizontal
Theme
Zone
Power,
Kitchen
Indoor
Outdoor
Event
Capacity
Date Notes
Waterville Rose Bloom
Lili Bermuda
& Eettafel
Central Y Outdoor 60 Jan 16
Rose garden
picnic lunch.
Media launch.
Cobbs Hill
Methodist Church
Slave Stories
Chef Eric
Adjepong
West -
Central
Y Indoor 75-100 Jan 24
Ceremony @
Church, dinner @
Warwick Academy
Transport Museum Railway
Trolleys to
Mini Cars
West Y Indoor 100+ Feb 2
Daytime fish fry
Restaurant Weeks 2020 Reimagined
Warm Winter/SeekingExperiences
RW 2020: January 16 to February

68. EXPERIENCE LEAD SECONDARY WHEN
Bermuda-made or Inspired tour David Marketing
Team
Fall 2019
Get Lost in Our Culture: Discover Days Evan Tashae Fall 2019
Secret Collections Tour Shannen Leonard Fall 2019
Sally Bassett Statue Anniversary Tashae London October 2019
Architecture Walking Tour Evan Glenn Fall 2019
ADHT Innovations Tashae London Fall 2019
Distinct Bermuda Homes Tour Keisha Heritage BDA Fall 2019
Transport Museum Fish Fry Keisha Leonard RW 2020
Black Heritage-inspired Dinner Tashae Glenn RW 2020
Rose Garden Picnic David Shannen RW 202068

69. Festival of Performing Arts
COME TOGETHER

70. Origins
• Founders – 1976
– John Ellison, first Festival Chairman
– Sir Edwin Leather, Governor
– Lord Yehudi Menuhin
• Vision – “to provide opportunities to see and hear great artists in an
intimate way that would otherwise never be possible in a small community
like Bermuda”.
• Target audience
– Visitors
– Community

71. Festival Mission Statement
• Inspire
- Outstanding talent
- Diverse cultural appeal
• Educate
- Student & seniors’outreach programs
- Workshops, master classes and mini performances + Q&A
• Entertain
- Programming
- Fun, diverse program

72. Visitor Focus
• Value
• Convenience
• Accessibility
• Opportunities to mingle with Bermudians
• Overall visitor experience
Anecdotal results from audience surveys:
“We come every year for the Festival. We love the intimate environment and get to
watch shows we would find it difficult to get to in the US.”
“We were visiting Bermuda and were very excited to hear the Queen's Six. We had
listened to them online, and at the Royal Wedding on TV.”

73. 2020 - “Come Together”
– Not a Beatles tribute
– Performing arts – platform to bring people together in an
increasingly polarized world

74. 2020 Lineup “Come
Together” (sneak preview)
• Naturally Seven - N7
• Alda Dizdari – Alda
• Four Phantoms - 4Ph
• Dianne Reeves – Dianne
• Dayton Contemporary Dance Company – DCDC
• Nobuntu – Nobuntu
• …and much more! 

75. Opportunities
• Growth opportunities for visitor market
– Visitor awareness – marketing partnerships (BTA, Delta, Fairmont
Southampton)
– Programming – selection, timing
– Alignment with BTA promotions, e.g. Restaurant Weeks
• Expanded year-round programming
– Summer
– Fall
• Residency workshops

76. Conclusions
• “People never remember what you did, but they never forget how you made
them feel” – Maya Angelou
• Visitors and locals – shared experiences
• Partnerships are important
• Alignment of interests = > everyone wins!
• Festival growth – visitor market
• Inspire, Educate and Entertain

77. THANK YOU
EXPERIENCE TEAM