Bermuda Names Jan Hutton Its New CEO as Travel Push Enters New Phase

The Bermuda Tourism Authority has named global tourism executive Jan Hutton as its next Chief Executive Officer, handing leadership of the island’s tourism organization to an executive with deep experience in destination marketing, AI strategy, and visitor economy development across multiple continents.

Hutton officially joins the BTA on July 1, arriving at a moment when Bermuda is working to build on new hotel development, expanded airlift and renewed tourism investment.

The appointment comes after an extended transition period for the BTA, with acting CEO Erin Wright returning to her role as Chief Operating Officer once Hutton assumes the position.

A Tourism Executive With Global Reach

Hutton most recently served as CEO of the Australian Tourism Data Warehouse (ATDW), one of Australia’s central tourism data and digital distribution platforms. Her background stretches across tourism, consulting, marketing and technology, with senior leadership roles in Australia, Africa, the Middle East and Asia Pacific.

Her career has included executive positions within Ogilvy Group, Nielsen Company, Deloitte Consulting, South African Tourism, Destination Gold Coast, and Destination NSW. She has also worked with companies including Salesforce, Barclays, and BHP Group.

The BTA Board said it viewed Hutton as a leader positioned at the intersection of destination strategy, AI innovation and sustainable tourism growth.

Industry recognition has followed throughout her career. Hutton was named among the “Most Impactful Women Shaping Australian Travel & Tourism” in 2025 and received recognition as one of the tourism industry’s most influential CEOs in strategy and destination marketing.

What Bermuda Is Betting On Next

The leadership change lands during a critical period for Bermuda tourism.

The island has spent the last several years rebuilding visitor momentum while pursuing new investment across hotels, experiences and air service. Bermuda continues to compete aggressively for travelers along the East Coast corridor, particularly from major markets in the Northeastern United States.

BTA Chairman William “Billy” Griffith said the organization sees Hutton’s experience as essential to the next stage of Bermuda’s tourism growth.

“Ms. Hutton joins the BTA at a critical time when new significant foundations are being laid in our visitor economy — new hotel capacity, airlift development, and product investment. Her role is to make sure the marketing and commercial strategy is ready to capture and capitalize on what’s coming,” Griffith said.

He added that the Board believes her background in destination marketing and digital transformation will help Bermuda strengthen its global position.

“She brings a wealth of experience in destination marketing, digital transformation, and visitor economy strategy across three continents. Her expertise will help drive the BTA mission of making Bermuda a premier destination for visitors.”

A Focus on AI and Changing Traveler Behavior

One of the clearest themes in Hutton’s remarks was the rapidly changing nature of global tourism marketing, particularly around AI and shifting consumer behavior.

“Global destination marketing has entered the most transformative period any of us have seen — driven by AI, shifting traveler values, intensifying competition, and a fundamental reset in how people choose where to go and why. No destination gets a free pass through that. There is real work to be done.”

That focus reflects a broader conversation happening across Caribbean tourism boards as destinations increasingly invest in data platforms, personalization tools and AI-assisted marketing strategies while competing for travelers in a more crowded global market.

For Bermuda, that competition is especially intense given its positioning between Caribbean leisure travel, luxury tourism and short-haul East Coast getaways.

Hutton acknowledged that reality directly.

“Bermuda competes in one of the world’s most demanding tourism corridors. We have to earn our place every time. I’m here to do that work, alongside the team, our industry partners, and the community who are at the heart of everything we do. This is a shared endeavor, and I’m proud to be part of it.”

A Listening Period Before the Next Strategy Takes Shape

Hutton said her first priority will be listening to stakeholders across Bermuda’s tourism sector before making major changes.

“I’m genuinely honored to be joining the BTA, and I don’t take lightly the responsibility that comes with this role. Before I do anything else, I’m here to listen. The BTA team has been holding the line through a difficult period — they know this destination, they know this industry, and their perspective is essential. I’m coming in with eyes open.”

That approach could resonate across Bermuda’s tourism industry, where hotels, restaurants, retailers and tourism operators continue working through rising costs, labor pressures and changing visitor expectations.

The island’s tourism sector remains one of Bermuda’s most important economic drivers, with air arrivals, cruise traffic and hotel performance all closely watched as indicators of broader economic health.

The Bermuda Tourism Market Right Now

Bermuda occupies a distinct position in the regional tourism landscape.

You can reach the island in about two hours from many East Coast gateways, and Bermuda continues to market itself differently from traditional Caribbean beach destinations, leaning heavily into golf, luxury hospitality, culinary tourism, sailing, history and upscale short-stay travel.

Recent tourism investment has included new and renovated hotel inventory, updated visitor experiences and expanded partnerships with airlines serving key U.S. and Canadian markets.

That next phase of growth is expected to depend heavily on how Bermuda positions itself digitally and how effectively it competes for higher-spending travelers.

Hutton’s appointment suggests the BTA is putting major emphasis on technology, strategy and global destination positioning as it enters that phase.

Leadership Transition at the BTA

The BTA also used the announcement to praise outgoing acting CEO Erin Wright, who led the organization during the transition period.

Griffith credited Wright with maintaining organizational continuity and advancing key initiatives during a demanding stretch for the tourism authority.

“Under her leadership, the organization strengthened key stakeholder relationships, advanced important initiatives, and successfully recruited several senior leaders that will help support the BTA’s next phase of growth and transformation.”

Wright now returns to her previous role as Chief Operating Officer as Bermuda tourism prepares for its next chapter under Hutton’s leadership.

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