“Go Where the Yachts Go!”
Surrounded by pink-sand beaches and the turquoise ocean, Bermuda is the perfect backdrop for a beautiful, sun-filled vacation!
In March, the Bermuda Tourism Authority and Visit Lauderdale signed a two-year partnership to highlight Bermuda and Greater Fort Lauderdale. Promotions are set to include marketing, public relations and events that will highlight Bermuda and Greater Fort Lauderdale as ideal destinations for tourists seeking vacation settings dotted with yachts and superyachts.
“As Bermuda and Greater Fort Lauderdale engineer tourism recoveries, this kind of collaboration is particularly meaningful,” said The Honorable Premier David Burt, in a press release. “It’s a fantastic example of two destinations finding greater success collaborating with one another rather than competing. I look forward to two years of exciting innovation as the Bermuda Tourism Authority and Visit Lauderdale bring this partnership to life.”
Bermuda is synonymous with sailing and yachting. Greater Fort Lauderdale has the reputation of being the Yachting Capital of the World. These two destinations with their opposite peak seasons intend to use the ‘Go Where the Yachts Go’ campaign to encourage mariners to visit both places. “Combining the resources and reputations of both destinations makes financial and promotional sense during this time of tourism destination recovery,” said Steve Geller, Mayor of Broward County and Tourist Development Council chair. The shared goal is to “Raise the profile of both destinations and attract a wide range of consumers who aspire to vacation in the same place as the yachting and sailing set,” he said.
Industry leaders from Bermuda and Greater Fort Lauderdale agree that there is a synergy between the two destinations – appealing to similar travelers at different times of the year. “Attracting superyachts to Bermuda, as well as the kind of visitor who enjoys a chartered yacht vacation, are important National Tourism Plan objectives for our organization over the next few years,” said Glenn Jones, Interim CEO of the Bermuda Tourism Authority. “I’m optimistic this partnership with Visit Lauderdale helps us reach our goals sooner and speeds up our tourism recovery, generate publicity and make Bermuda relevant to countless more travelers attracted to our island lifestyle at a variety of price points.”
Sailing has a long-held history on our island. The ‘Go Where the Yachts Go’ campaign had an exciting start with Bermuda’s Grand Prix (SailGP) Season 2, presented by the Hamilton Princess in April. The race, created by Larry Ellison, founder of Oracle and champion yachtsman Russell Coutts, saw eight teams competing in eight events to win a $1 million prize. Using F50 catamarans to compete, this season’s teams included Australia, New Zealand, Great Britain, United States, Japan, Denmark, France, and Spain. The Season ended with a thrilling Championship Final Race – won by Great Britain.
In addition to racing, SailGP introduced ‘Inspire Learning’ to Bermuda. Inspire is a community outreach program aimed at providing local youths with the ultimate educational experience through sailing. Students received hands-on learning using experiential STEAM (Science, Technology, Engineering, Arts, Math) education, problem solving and intro-to-sailing sessions. Students learned how it’s possible to live in a world powered by wind, water, sun, and the earth.
While here, the teams also paired with community sailing clubs as part of SailGP’s Adopt-a-Club programme – Australia with Spanish Point Boat Club, Denmark with the Royal Bermuda Yacht Club, Spain with the West End Sailboat Club, France with the St George’s Dinghy & Sports Club, Great Britain with Sandys Boat Club, Japan with the Royal Hamilton Amateur Dinghy Club, New Zealand with the Mid-Atlantic Boat & Sports Club, and the United States with the East End Mini Yacht Club.
For the “Go Where the Yachts Go” campaign, Bermuda and Greater Fort Lauderdale will work with Marine Industries of South Florida and Inform Markets, the owner and operator of the Fort Lauderdale International Boat Show. Plans are underway to jointly host events for media, yacht owners, brokers, and crew.
For further information: Bermuda – www.gotobermuda.com/bermudatourism. Greater Fort Lauderdale – sunny.org and follow @VisitLauderdale on Facebook, Instagram, Twitter, and YouTube.