Bermuda unveils new look to UK trade

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Bermuda Department of Tourism has unveiled a new look to the UK travel trade as it aims to boost tourism figures from the UK.

A new logo and tagline ‘So Much More’ has been created as the tourism board looks to showcase the island’s culture and activity offering as well as its beaches. Tour operator partners in the UK were shown a new television advertisement today after it debuted with Bermudians themselves earlier this year.

The brand refresh is part of a new National Tourism Master Plan focused around products including leisure & entertainment, beach, eco & nature, sport & golf and business travel.

“Our ‘Feel the Love’ brand centered around the people of the Bermuda has not changed but it has isolated people’s perceptions of the island,” Anne Shutte, director of global operations for BDOT told Travel Daily on the brand refresh. “We have relied on the beaches in the past but people are looking for more authentic experiences so there are lots of new products to develop to show this culture and activity that can take place all year round.”

Tourism in Bermuda is still predominantly led by the American market (70%), while the UK is around 10% of its tourism market share. 

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