Bermuda Leans Into its Unique Attributes to Drive Canadian Visitation

It’s not every day you walk into a film screening and realize you’re the celebrity — “Oh, you’re the one who broke your foot in Bermuda last year! I remember hearing about you.”

But that’s what happened Thursday night in Toronto as the Bermuda Tourism Authority hosted a special screening of Rhythm Family, a cinematic short film showcasing the island’s vibrant Gombey tradition, ahead of the film’s Canadian debut at the Toronto Black Film Festival. 

It’s part of a strategy that centres on a renewed effort to tell deeper, more contextual stories about the island’s heritage, traditions and people. As competition for Canadian travellers intensifies across the Caribbean and beyond, the Bermuda Tourism Authority (BTA) is sharpening its focus to highlight the distinctly local cultural experiences that can’t be replicated anywhere else.

The film showcases a centuries-old cultural tradition rooted in the island’s history of enslavement and emancipation. The Gombeys are instantly recognizable for their elaborate, handcrafted costumes, rhythmic drumming and electrifying dance performances. Historically, dancers covered their faces and used movement and rhythm to communicate messages within enslaved communities.

Today, the tradition remains a deeply respected and celebrated part of Bermuda’s cultural identity, particularly during public holidays such as Cup Match and Emancipation celebrations.

For the BTA, these are the kinds of authentic narratives that create meaningful travel motivation. When travellers connect emotionally with a destination’s culture, they are more likely to visit and to return.

“One of the things we’ve been leaning into is really owning what is uniquely Bermudian,” BTA’s Jamari Douglas, VP, Marketing, PR & Communications told Travel Market Report Canada. “And one of the things is an inventory and audit of all the things that are just uniquely Bermudian, or where you can only experience it in Bermuda, because that’s what encourages people to travel.”

While Bermuda enjoys solid name recognition in Canada, tourism officials acknowledge that awareness doesn’t always translate into understanding.

“People know Bermuda. They don’t necessarily know the what about Bermuda, and so we’re going to start telling more stories around the what.”

Many Canadians, for example, underestimate how close Bermuda is. The island is served by direct airlift from Canada, including service from Air Canada, making it an accessible short-haul option. Yet proximity, year-round mild temperatures and ease of travel are not always top of mind for Canadian consumers.

There are also lingering misconceptions about where Bermuda “fits” geographically and culturally. Though not technically in the Caribbean, Bermuda shares many cultural connections and warm-weather appeal that resonate with Canadian sun-seekers, with the added draw of its distinct British heritage and strong sense of safety and community.

Douglas says part of their current push in Canada is about answering those lingering questions and clarifying the island’s value proposition, particularly as travellers seek destinations that feel both unique and secure.

Bermuda’s relationship with Canada extends beyond leisure travel. There are longstanding connections in sectors such as banking, insurance and accounting, and many Bermudians attend Canadian universities. Family ties between the two markets are common; even Douglas’ own twin lives in Toronto.

Ultimately, Bermuda’s strategy in Canada centres on emotional resonance. By elevating stories like the Gombeys and celebrating the traditions that locals cherish, the island aims to differentiate itself in a crowded marketplace.

And once Canadians experience Bermuda firsthand, tourism officials are confident the repeat factor will follow.

“All you have to do is come to Bermuda once,” Douglas said. “You’ll be back.”