“We’re a year-round destination”: Bermuda courts Canadians at CN Tower

With sweeping views of the city below, the Bermuda Tourism Authority (BTA) brought a touch of island warmth to the CN Tower's observation deck on Tuesday (Apr. 7) evening in Toronto, spotlighting Bermuda's accessibility, year-round appeal and close-knit tourism offering.

Rather than hosting large-scale galas, the BTA prefers smaller, more personal events that give advisors time to connect with the team.

"We try to keep things intimate, with events between about 40 to 75 people, so everyone gets meaningful time with the team," said Christopher Keane, director of sales at the BTA. "When events get bigger, people can get lost in the shuffle. This way, we can really build relationships."

That relationship-first approach, Keane said, reflects what Bermuda sees as one of its strongest assets: its people.

"Our cab drivers are our island ambassadors," he said. "They'll tell you the best beaches, restaurants, watering holes — the things that really make us special. We have visitors who've been coming back for 25 years to the same hotel. They become like family to each other."

Air access fuels growth

A key driver behind Bermuda's recent momentum is improved airlift, particularly from Canada.

"BermudAir has been huge for us," said Keane. "For us to have a start-up inspired airline so focused on connectivity is an amazing opportunity, especially for the Canadian market. They've been great partners. They come on our sales calls and we try to incorporate them as much as we can."

The airline's expanded service has improved connectivity to the island beyond Air Canada's once-weekly Saturday flight from Halifax, a city with long-standing ties to Bermuda.

BermudAir currently operates six weekly flights from Toronto and two weekly flights each from Montreal and Halifax. 

The carrier has also launched a sister brand, AnguillAir, serving Anguilla, and has indicated interest in additional Canadian routes.

"We're under three hours from Toronto, which is much shorter than Caribbean destinations," Keane added.

Jamion Simmons, sales and events manager at the BTA, said the expanded service is changing how Canadians access Bermuda.

"Twenty years ago, when I was a student, we had just one flight a week from Canada, from Halifax," he said. "Now, with BermudAir, we're building the kind of airlift we need."

Canadians leaning in

The timing may also be working in Bermuda's favour. 

According to the BTA, Canadian arrivals are up 30 per cent year over year.

"Canadians really identify with the value of Bermuda," said Keane, pointing to shared Commonwealth ties and cultural familiarity.

Simmons said shifting travel sentiment is also playing a role.

"We're seeing more Canadians looking beyond the U.S., and we're capitalizing on that through PR, events and trade engagement," he said.

Beyond summer: selling Bermuda year-round

While Bermuda's pink sand beaches remain a key draw, the BTA is also working to shift the perception that the island is strictly a summer destination.

"Number one, we're a year-round destination," said Simmons. 

"Our peak season is April to October, but there's so much to do outside of that — from tastings to cruises and destinations like the Crystal Caves."

Shoulder season, in particular, offers value, a message likely to resonate with advisors selling to price-conscious clients.

"Between November and April, you'll find better pricing," Simmons said. "It's about doing your research and matching the right product to the right client."

Cruise first, fly later

Cruising continues to play a role in introducing travellers to Bermuda, but the longer-term goal is to convert cruise guests into stayover visitors.

"A cruise is a great way to get a taste," said Simmons. "But we tell people, 'Next time, fly in and stay longer.'"

Hotel growth signals confidence

On the hotel front, Bermuda is anticipating a significant boost in room inventory.

The Fairmont Southampton, closed for renovation since 2019, is expected to return with 590 rooms, representing roughly 20 per cent of the island's hotel supply. 

Elbow Beach is also undergoing redevelopment under the Loren Group, with a reopening targeted for 2029.

"That's huge for us," said Keane. "To see this kind of growth in such a short time shows real momentum."

Educating advisors

To support the trade, the BTA launched its Bermuda Specialist Program in January, which has already attracted nearly 500 participants. 

The goal is to reach 600 by year's end.

"The program helps advisors understand everything from culture to hotels, transportation, even basics like currency and laws," said Simmons.

Later this month, two Canadian advisors will win a fam trip to experience the destination firsthand.

Not just a luxury destination

While Bermuda has long been associated with upscale travel, the BTA is also working to broaden that perception.

"Yes, we attract an affluent traveller," Simmons said. "But that doesn't mean it's out of reach. There are ways to experience Bermuda at different price points, especially in the shoulder seasons from November to April."

From historic sites like Fort St. Catherine to sunset cruises and the island's Crystal Caves network, Bermuda offers a range of experiences beyond the beach.

At its core, the message to Canadian advisors was clear: Bermuda is close, easy to reach and offers a distinct blend of culture and character.

"We're close, we're accessible, and we offer something different," said Simmons. "We're doing our best to attract all kinds of niches to visit the island. We don't want to be attracting just one crowd."

MAIN IMAGE: From left: Chris Crumpler, assistant director, business development, BTA; Tariq Lynch-Wade, Bermudair first officer; Thays Emily Silva, captain, Bermudair; Kaizeah Virgil, cabin crew, Bermudair; Christopher Keane, director of sales, BTA;  Nicole Conrad, business development director, Bermudair; Jessica Napier, senior account executive, Fever Pitch Communications; Jamion Simmons, sales & events manager, BTA;  Emily Dunn, managing director, Fever Pitch Communications; Donna W. Douglas, assistant director, sales, BTA; Dionne Bishop, MICE consultant, Fever Pitch Communications (Misha von Shlezinger/Pax Global Media)

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