The Bermuda Tourism Authority has teamed up with overseas travel organisations to fund research into the African-American market.

The study, set up by Mandala Research, will be jointly funded by the BTA, NYC & Company, Visit Baltimore, Virginia Tourism Corporation and the Greater Miami Convention and Visitors Bureau.

The BTA said the report has been customised to the visitor data already collected by the tourism authority.

Kevin Dallas, the BTA’s CEO, said: “As we succeed in activating the younger ‘experience enthusiast’ segment of visitors that is powering Bermuda’s growth our visitors are also becoming increasingly diverse.

“The insight we will receive from this new research study will help us make choices about how to better reach and motivate more visitors to come out here.” The research is expected to help the BTA reach African-American travellers in its existing target areas.

Jamahl Simmons, Minister of Economic Development and Tourism, said he was happy to collaborate with the BTA on the initiative.

He said: “As the Government and the BTA work together to write the next chapter of the National Tourism Plan, this is the right time to re-examine the trends of African-American travellers, and other groups, as an input into the larger plan.”

Laura Mandala, CEO of Mandala Research, added: “Destinations that have recognised the value of the African-American travel market will reap rewards not only in terms of increased visitation but in enhanced brand image from the positive word of mouth that will spread among the African-American community.”