Issue link: https://digital.copcomm.com/i/1533069
16 B M & T ••• March/April 2025 ••• www.blackmeetingsandtourism.com office in New York. It's a vital, high-profiled, high-powered job – but Berkeley feels no pressure as the first woman to take the BTA reins. "No, there's no pressure," she said. "Absolutely not. I'm excited about it. It's bizarre that in 2023, being the first woman is kind of an interesting construct. Women have been doing amazing things for generations. I feel a respon- sibility to grow people around me and leave the organiza- tion better than I found it. I want to be part of the people's story." A fervent cheerleader for her homeland, Berkeley has nothing but admiration for the islet. "Bermuda is a beau- tiful island," she said. "It's idyllic. It's diverse. It has a diverse culture, and its history is rich. Our heritage is entwined with the African Diaspora. It interweaves Caribbean and African heritage. We also have Portuguese and Asian influences. We stand proud. From my perspective, everyone should visit Bermuda." Berkeley, a caramel beauty with an infectious smile and an enthusiastic per- sonality, said Bermuda, a year-round island destination, has much to offer its visitors, most of whom are from the East Coast, Canada, the U.K., and everywhere in between. In 2023, which marked a significant turning point for Bermuda's tourism industry, the island's air visitors grew by 27.1%, cruise visitors grew by 30.5%, and yacht visitors contracted by 31.1%. "We have taken time to craft out the value propositions of Bermuda," she said. They can immerse themselves in something rejuvenating. Every corner of our island tells a story. We have beautiful pink sand beaches. We have sto- ries highlighted on the African Diaspora trail. I want peo- ple to feel connected. When they get off the plane, there is a piece of home." A good part of Bermuda's visitors are repeats. "There are people who come back because they got married 50 years ago," said Berkeley. "We have people who just love the pace. We are hospitable people. We pride ourselves on people immersing themselves in their vacations. We will insert ourselves into your travel plans, whether you want it or not. That's how we roll here. Experience it as if you're a resident, not just a visitor." While she is adept, skillful, and ideal for the CEO posi- tion, travel and tourism was not Berkeley's first choice as a profession. She didn't enter into the field until 2015. Before travel and tourism, the majority of her work career was in insurance. "I was an HR (human resources) professional," said Berkeley who would like to see more Bermudians enter the travel and tourism industry. "It was HR and learning and development. It was industry standards and training. I did it for a long time. I did it for 20+ years. When I found my way to tourism, I found my calling. I was able to bring my skills from HR with me. There is strategy and business in travel and tourism - a myriad of things that played to my skillset. Everything aligned for me professionally and per- sonally. It's been the best decision I've made." A passionate warrior who does what she loves and loves what she does, Berkeley, who was previously an executive at the 5-star hotel Rosewood Bermuda, takes her job very seriously. "I mean it when I say I count it as service," she said. "Decisions are taken soberly and with intentionality. It's not about me or the BTA. It's about Bermuda incorporated. I want people to understand it's about the passion I have for the work, the people, and the island." Berkeley wants visitors to know about a myriad of signature events happening on the island throughout the year. "If you're thinking of a trip to Bermuda, there are many things to do when you get here," she said. Some island highlights happening throughout the year include the Cup Match (a two-day cricket match), Art Month, Swizzle Fest, Spa Month, Hospitality Month, Dive Month, Black Golfers Week, Carnival, Butterfield Bermuda Championship, vegan festivals, St. George's Seafood Festival, and more. Although her CEO role is relatively new, Berkeley is still proud of what she and the BTA team have accom- plished in a short amount of time. "We've been able to influence the industry," she said. "I love this team. I love the energy and the creativity they bring every day. They propel me and keep me going. I've created an environment for them to show up as their best selves. I'm proud of that." When it's time to unwind, Berkeley, who is always on Instagram looking for recipes, said she loves to cook (soul food). She also likes to spend time with friends and family, especially her daughter. Her all-time favorite thing to do is to be on the water in Bermuda, although she doesn't have a boat. She loves the heat, the sun, the water, talking to people, having drinks, and eating good food. She also loves to trav- el. Bali, Tahiti, and Bora Bora are on her bucket list. "I look for the same things that everybody else looks for," she said. "I try to immerse myself in the culture. That's what I enjoy." "I try to immerse myself in the culture. That's what I enjoy."