Minister of Tourism Development and Transport The Hon. Shawn G. Crockwell held a Press Conference to give the Bermuda Department of Tourism’s 2013 Year-End Tourism Report and 2014 Outlook.
During the Press Conference Crockwell discussed Sports Tourism, “One of the vital components identified in the National Tourism Plan was creating an increased awareness of Bermuda’s world-class sporting product to drive visitation. Sports is a uniting factor that brings people from all walks of life together. We believe that our proximity, facilities and weather all help make us an attractive option for the sports tourism market.
In 2012, The Department of Tourism sponsored financially, or with in-kind services, more than 40 sports tourism-related events that brought several thousand visitors to our shores. The Department will look to expand on the number of events and thus the visitors coming to Bermuda in 2013 for sports-related experiences. We will also look to work with our sports tourism product providers to ensure that they are effectively marketed and promoted and thus living up to our visitors’ expectations.
The performance of each sports tourism event sponsored by the Department of Tourism is analyzed against the Department’s goals and objectives. They have been assessed through a performance-based model to ensure that they stimulate our economy by bringing visitors to our shores; act as awareness enhancers of our product via, TV, online, print and social media; provide value added opportunities for visitors planning a Bermuda vacation; and act as a basis for attracting future business.
Sports Tourism also highlights Bermuda to millions of TV viewers, internet and social media users around the world. Not only do sports tourism events bring visitors, but the value of the media exposure for events such as the PGA Grand Slam of Golf and The Argo Group Gold Cup successfully reach into the tens of millions of dollars and puts Bermuda at the forefront of the consumer’s mind when considering a vacation destination.
As such, we are happy with the new two-year agreement with the PGA Grand Slam of Golf, and the 2013 tournament will be held October 14th – 16th, 2013. It will once again be televised in a multitude of different countries around the world.
We also look forward once again to hosting the Charleston – Bermuda Race in May. This event is particularly relevant as yacht business continues to grow out of our main U.S. market. In 2012 we saw a 65% increase in yacht arrivals and we look for that number to continue to strengthen moving forward.
Other growing events such as the Round The Sound Swim, Bermuda Regional Bridge Tournament, The Bermuda Open Volleyball Tournament, The Bermuda Beach Tennis Tournament and the Gosling’s Invitational Golf Tournament appeal to various niche markets that Bermuda has done well to attract. They bring visitors to our shores in smaller numbers, but at critical times during our Golf and Spa season when business is usually slower.
Events such as The PGA Grand Slam of Golf, the World Rugby Classic and the Argo Group Gold Cup show the synergistic relationship between business and tourism as they provide excellent corporate hospitality, networking and team building vehicles that portrays Bermuda as a destination for both business and pleasure and expand our potential for long term sustainability.
We look forward to partnering and building quick-win, new sporting events in 2013 to include niche markets in Lacrosse, Youth Soccer and Sailing, Field Hockey, Adventure Races, Yoga and various other sports that will bring visitors to our shores.
