Fitness tourism could be new niche in market, says minister

WEDNESDAY, DEC. 21: Fitness tourism could be a new niche market for Bermuda, Tourism Minister Wayne Furbert said yesterday.

Mr Furbert added: “There are a lot of things we are talking about — we have had a meeting with people who want to bring fitness tourism here and that’s promising.

“We also been talking about medical tourism and we’re also talking about bringing arbitration business to Bermuda — making the island a centre for arbitration meetings.”

Mr Furbert revealed the new niche areas as he announced that Spanish-based consultants Travel and Leisure Advisory Services had won the contract to develop the National Tourism Plan.

He said: “We want to make sure they have an open mind. There are some things we have begun to move on, like a new advertising campaign, but we will wait and see what suggestions are put forward to us.”

The firm, which has drawn up similar plans for Morocco, Oman and Belize among other countries, will partner with local firm OBM International to draw up the new plan to boost tourism.

Mr Furbert said the scheduled date for completion of the $182,000 plus plan was April next year — but that he hoped the firm would be able to produce it before then.

Mr Furbert said: “The objective of the plan is to develop a vision for Bermuda’s tourism industry for the next five to ten years.

“The plan will include an outline of the way forward to accomplish the Ministry of Business Development and Tourism’s goal of repositioning Bermuda in the global tourism market and to become a year-round destination with the required product, services and marketing to support this goal.”

He added: “The company has extensive tourism experience in 45 countries and has worked on similar plans. It also has experience and expertise in conventions, conferences and an extensive visitor intelligence and research capability.”

Michelle Smith, managing director of OBM International, said: “We look forward to working with the Ministry of Business Development and Tourism to provide a master plan for the people of Bermuda.”

Mr Furbert added: “Our Ministry recognizes the vital role tourism must play in growing Bermuda’s economy and creating jobs.

“Therefore, we believe that this milestone is an important step in our commitment to strengthening the tourism industry.”

Earlier, Malcolm Butterfield, chairman of the Tourism Board, said that the tendering process had attracted a considerable number of bids and the strict criteria applied had ensured applicants “of the highest quality”.