Billy Griffith Appointed to Lead Bermuda Tourism Authority’s Strategic Transformation

The Bermuda Tourism Authority has announced pivotal leadership changes aimed at revitalizing the island’s tourism sector, with veteran hospitality executive William “Billy” Griffith officially appointed as Chairman and human resources specialist Shannah Butterfield joining the board as a three-year member. These appointments, announced by Minister of Tourism Owen Darrell in late January 2026, represent a critical turning point for the organization following a challenging period marked by cultural challenges and leadership transitions.

A Seasoned Leader Takes the Helm

Billy Griffith’s elevation from Acting Chairman to permanent Chairman brings four decades of distinguished tourism expertise to the forefront of Bermuda’s tourism recovery efforts. An honors graduate in Hotel Management from the University of the West Indies, Griffith’s career trajectory reads like a masterclass in Caribbean hospitality excellence.

His professional journey began at the prestigious Sandy Lane Hotel in Barbados before advancing to prominent leadership positions in Bermuda. As General Manager and Executive Director at renowned properties including Harmony Club and Belmont Hotel, Griffith earned the coveted Hotelier of the Year award in 1997, cementing his reputation as an industry innovator.

Between 2008 and 2014, Griffith served as Bermuda’s Director of Tourism, a period during which he strengthened the island’s destination marketing initiatives and industry partnerships. His subsequent role as Chief Executive Officer of Barbados Tourism Marketing Inc. from 2014 to 2019 produced remarkable results, with visitor arrivals reaching an all-time record of 682,000 in 2018—a 30 percent increase under his leadership.

Throughout his distinguished career, Griffith has accumulated numerous accolades, including a Lifetime Achievement Award in 2016 and the Caribbean Journal’s Tourism Director of the Year honor in 2018. Currently serving on the Executive Committee of the Caribbean Tourism Organization, where he chairs Allied Non-Government members, Griffith operates WCG Consulting Ltd., providing strategic advisory services to destinations worldwide.

Human Resources Expertise Addresses Critical Need

Shannah Butterfield’s appointment addresses a critical gap identified in recent organizational assessments. With a Master’s Degree in Human Resource Management and certification as a Senior Human Resource Professional, Butterfield brings over 20 years of combined public and private sector experience to the BTA board.

Her expertise arrives at a crucial juncture for the organization, which has faced significant personnel challenges. Butterfield currently serves on several boards, including the National Workforce Development Advisory Board, demonstrating her commitment to talent development across multiple sectors.

Speaking about her appointment, Butterfield expressed enthusiasm for her new role: “I am very honoured to serve on this Board and to work alongside fellow Board members to support the growth of Bermuda’s tourism economy. I look forward to us developing effective strategies that will strengthen the BTA and further lead towards sustainable talent development in the tourism sector.”

Context: Addressing Organizational Challenges

These appointments come against the backdrop of significant organizational upheaval within the BTA. A comprehensive culture review conducted by Ernst & Young in early 2025 revealed serious workplace concerns, with employees describing the environment as unprofessional, characterized by mistrust, and lacking accountability. The report found that staff felt siloed and that leadership was not supportive of organizational values.

The damaging assessment prompted rapid leadership changes. Former Chairman Wayne Caines resigned in February 2025, with Griffith stepping in as Acting Chairman the following month. Chief Executive Tracy Berkeley, who had led the organization since June 2022, was placed on administrative leave and subsequently resigned. During her tenure, approximately 30 employees departed the organization over a two-and-a-half-year period, including 23 staff members who resigned or left through mutual separation.

The exodus highlighted systemic issues within the BTA, particularly the absence of adequate human resources infrastructure. Shadow Tourism Minister Dwayne Robinson publicly questioned how the island’s flagship tourism organization could operate without a Human Resources and Administration Manager—a void that Butterfield’s expertise is expected to help address.

A Vision for Strategic Reset

In accepting his permanent chairmanship, Griffith outlined an ambitious agenda for organizational renewal. “This year represents an important reset—focused on stabilising governance, strengthening culture and trust, appointing high-impact executive leadership, and sharpening performance and accountability,” he stated.

The chairman emphasized that the board’s immediate priorities include guiding the development of Bermuda’s next National Tourism Plan, ensuring it remains sustainable, evidence-based, and aligned with stakeholder priorities. The strategic vision aims to position Bermuda’s tourism industry for long-term resilience, growth, and shared prosperity.

Minister Owen Darrell expressed confidence in both appointments, stating: “I am confident their professional backgrounds and passion for the industry will add valuable perspective to the Board. They will join the current five directors, a team of corporate and tourism professionals dedicated to promoting Bermuda and driving economic growth.”

Comprehensive Board Composition

Griffith and Butterfield join five existing directors who bring diverse expertise to the BTA’s governance:

Dennie O’Connor, a hospitality entrepreneur with over three decades of industry experience, owns several prominent establishments including Whitehorse Restaurant and Pub, Tobacco Bay Beach Club, and Snorkel Park Beach Club. In 2019, he became the first non-American recipient of the International Certified Tourism Ambassador of the Year award.

Ronald Simmons, the managing partner of Moore Stephens & Butterfield, is a Chartered Professional Accountant who also operates Clairfont Guest Apartments. His extensive board experience includes chairing committees for the Bermuda Monetary Authority and Tax Reform Commission.

Jennifer Phillips brings corporate expertise from her professional background in finance and business management.

Kim Swan contributes deep understanding of Bermuda’s cultural heritage and community engagement.

Shiona Turini, a brand consultant and celebrity stylist with fifteen years in entertainment and fashion, has leveraged her professional networks to elevate Bermuda’s international profile, partnering with the BTA to engage A-list celebrities for on-island experiences.

Strategic Initiatives and Future Direction

The reconstituted board has already begun implementing transformative measures. In July 2025, the BTA announced the conclusion of its internal investigation, including an extensive human resources audit, marking “the beginning of a transformative new chapter” for the organization.

Key initiatives include:

Organizational Restructuring: The board engaged in comprehensive strategy sessions to realign the BTA’s structure, ensuring optimal positioning to fulfill its core mandate of promoting Bermuda as a world-class destination.

Performance Management Reform: A thorough review of compensation structures and performance management systems is underway, with a revised staff incentive philosophy scheduled for implementation.

Industry Partnership Revival: The BTA announced its first industry partner summit in over five years, scheduled for October 2026. This event will convene overseas wholesale and tour operator partners, online travel agents, and trade stakeholders, signaling renewed commitment to collaborative destination development.

Air Service Development: The authority is spearheading initiatives to improve connectivity and drive increased visitation, aligning with the anticipated reopening of the Fairmont Southampton in the first half of 2026.

Implications for Bermuda’s Tourism Sector

The appointments of Griffith and Butterfield represent more than personnel changes—they signal a fundamental shift in how Bermuda approaches tourism governance. Griffith’s extensive experience in destination marketing and proven track record of delivering measurable results positions him to navigate the complex challenges facing Bermuda’s tourism sector.

His intimate knowledge of both Bermuda and Caribbean tourism markets, combined with his current role advising destinations globally through WCG Consulting, provides valuable perspective on competitive positioning and market dynamics. Having successfully led Barbados to record tourism performance, Griffith understands what it takes to achieve breakthrough results in mature Caribbean destinations.

Butterfield’s human resources expertise addresses the organizational culture and talent development challenges that have plagued the BTA. Her focus on sustainable talent development within the tourism sector could prove instrumental in rebuilding employee morale, establishing professional workplace standards, and creating career pathways that attract and retain top talent.

The dual focus on strategic tourism expertise and organizational health suggests a more holistic approach to destination management—one that recognizes that external success depends on internal organizational strength.

Looking Ahead: Challenges and Opportunities

Despite the optimism surrounding these appointments, significant challenges remain. The BTA operates with an estimated government grant of $15.5 million in the 2025-26 budget, requiring efficient resource allocation and demonstrable return on investment. Rebuilding stakeholder confidence after a year of public controversy will require sustained effort, transparency, and tangible results.

The global tourism landscape continues evolving, with changing traveler preferences, increased competition from other Caribbean destinations, and economic uncertainties affecting travel demand. Bermuda’s historically high-cost positioning in the leisure tourism market requires innovative approaches to value proposition and market segmentation.

However, the opportunity for transformation is equally significant. With the Fairmont Southampton’s anticipated reopening adding substantial room inventory, improved air connectivity creating access opportunities, and renewed focus on industry collaboration, Bermuda has the potential to recapture market share and enhance its competitive position.

The appointments also arrive at a moment when the Caribbean tourism sector is experiencing robust recovery from pandemic impacts, with regional arrivals returning to and exceeding pre-pandemic levels. Griffith’s regional networks and standing within Caribbean tourism circles position Bermuda to leverage collaborative opportunities while maintaining its distinctive market positioning.

A Pivotal Moment for Bermuda Tourism

The formal appointments of Billy Griffith as Chairman and Shannah Butterfield as board member mark a watershed moment for the Bermuda Tourism Authority. After a turbulent period characterized by leadership instability, cultural challenges, and personnel exodus, these appointments signal commitment to comprehensive organizational renewal.

Griffith brings proven leadership, strategic vision, and deep industry expertise gained across multiple Caribbean markets. Butterfield contributes essential human resources professionalism to address the talent development and workplace culture issues that undermined organizational effectiveness.

Together with their fellow board members, they face the challenge of not merely stabilizing the organization but positioning it for sustained excellence. Their success will ultimately be measured not just in visitor statistics and marketing campaigns, but in whether they can build an organizational culture that attracts talent, fosters innovation, and delivers consistent value to Bermuda’s tourism stakeholders.

As Bermuda’s tourism sector enters this new chapter, stakeholders across the industry will be watching closely to see whether this leadership transition catalyzes the comprehensive transformation the BTA needs to fulfill its mandate effectively. The foundation has been laid; now comes the critical work of execution, accountability, and results that will determine whether this reset achieves its ambitious goals.

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