It was "a new day... a new organisation... [and] a new time" when the Bermuda Tourism Authority launched its Lost Yet Found campaign at an activation in London in March 2023. Since then, VP of marketing Jamari Douglas believes the campaign has inspired "people to see the island in a different way"
"What we have done differently was, not only talk about the real authentic culture of Bermuda, but we built our entire brand around it. Our entire cast was all Bermudians and residents. That leant into the authentic experiences that people were looking for."
After returning to World Travel Market in 2023, which CEO Tracy Berkeley described as "a year where we were just raising awareness of the destination," the show was one of the first staples on Jamari's calendar for 2024.
"At 2023's WTM, I told the team, 'We are going to invest and do this properly'... we're very proud this year to be in such a prominent space. It's so important to have conversations in-market, of course, but World Travel Market connects you globally.
"It offers that opportunity, and it is great to interact and engage with our partners in and outside of the market here."
While Lost Yet Found hoped to inspire and uncover the hidden gems of Bermuda and rewrite perceptions, it has been a campaign of surprises for the Bermuda Tourism Authority team, too.
"My biggest surprise has been the love and connection with Bermuda. There is still a huge affinity for the island, and people seek us out to tell us their Bermuda stories. I don't think a lot of destinations are lucky enough to have that.
"It speaks to the authenticity of the island, but it also speaks to the spirit of Bermudians and visitors' experiences of that."
Looking ahead, Jamari believes "there are tons of opportunities for growth. As people look to expand where and how they travel, we will continue to be in those spaces that they are looking for."
WTM London 2024 took place at ExCel London from November 5th to 7th, 2024.
