Following the America’s Cup in 2017, Bermuda overturned key legislation in 2019 which made it easier for superyachts to access the island. However, there remained a huge disconnect with the industry, whereby Bermuda was not considered a key destination for superyachts.
Action
MMGY worked hand in hand with Bermuda Tourism Authority to ensure a robust strategy to re-engage all factors of the superyacht community from owners, to Captains, to charter brokers by bringing onboard strategic partner BOAT International.
Key superyacht ownership interactions secured Bermuda’s presence across the superyacht show calendar, allowing BTA to liaise with owners directly including an Owner’s Club Dinner in Palm Beach and the Miami F1 Grand Prix. These events have created a pipeline of potential business opportunities for the local community through further superyacht visitation underway.
Bermuda Tourism Authority re-cemented ties with the superyacht community, positioning the island as a premier superyacht destination, bringing a new wave of tourism back to the destination.
Results
- Increase in travel bookings by top broker houses for their clients to the island
- Key engagement at a variety of events including Monaco Yacht Show and FLIBS secured high level introductions to a host of new charter business opportunities for BTA
- The creation of a pipeline of potential business opportunities for the local community through further superyacht visitation underway
- On-island charter broker roundtable with ten leading charter brokers has resulted in a number of charter bookings confirmed for the upcoming season
Significant earned media coverage secured across a variety of social, digital and print channels giving global visibility for Bermuda
Bespoke engagement with top superyacht owners, which resulted in record breaking superyacht increases and yacht size coming to the island
In June 2022, ten of the world’s most powerful superyacht charter brokers were hosted on the island for a round table discussion on how to improve Bermuda’s travel and superyacht business
