Tourism Authority: How we’ll keep a close check on our progress

Welcome to the weekly Q&A to keep you up-to-date on developments at the new Bermuda Tourism Authority (BTA). 

What is the Research and Business Intelligence Division?

The Research & Business Intelligence Division of the BTA will assist in realizing objectives in the National Tourism Plan in the following areas:

• Building a unique and competitive positioning - execution of competitive analysis and using the results to shape Bermuda’s image and position as a destination.

• Improving quality throughout the Tourism Value Chain — with comprehensive research on customer satisfaction with products, service and experiences

• Attracting business development and investment — research on competitive strategies as well as Bermuda’s unique selling points and recommending strategies to attract investment. Existing product analysis will also be conducted to identify areas that require business development support.

The tourism industry is a fast-changing, dynamic market. Up-to-date and relevant research is necessary to maintain an advantage against competitive jurisdictions in order to become leaders in the market. For the Tourism Authority and its stakeholders, awareness of market trends, emerging opportunities and challenges is critical for future planning and growth. 

The aim of the Research and Business Intelligence division is not to just measure performance, but to also proactively monitor trends. Market intelligence and research work as tools to help shape strategic decisions, tactical choices, and achieve business objectives. A consistent research strategy and coordinated approach will allow the BTA to investigate broader tourism issues, and share information about current trends, new market opportunities, and changing traveller profiles. 

This division will undertake research and provide business intelligence on consumer demand and behaviour to other divisions within the Bermuda Tourism Authority. It will also collect tourism statistics and data and analyse it to develop tourism industry intelligence. 

Source: Bermuda Tourism Authority