summer bookings.

The Department of Tourism has launched a promotion to increase visitors during the July to September period -- which has seen a decline in numbers in recent years.

The prize for the travel trade is a $25 booking bonus for every guest they send to the Island -- up to a maximum of 10,000 people.

And for the potential vacationer, a selection of accommodations are offering special deals, including free nights or a $100 credit.

The scheme -- offering a specific deal designed to bolster bookings during the July 1 to August 31 period -- is unusual for Bermuda but will enable results to be measured and will only cost if it is a success.

Tourism Minister David Allen said they wanted to make sure they had reasonable business during the period, adding that the department was now able to react to any potential dips during the season.

He added that there would be tax income to the Government of up to $90 for each visitor that came.

Department of Tourism's assistant director for marketing Cherie Whitter said the advertising, which runs until June 28, was aimed at getting consumers into travel agencies and motivating agents to book Bermuda over other destinations.

The plan, which is not unique in the travel trade, offers something to the agents, who have suffered commission cuts in recent times.

"It was necessary to be aggressive in terms of reaching out to agents,'' she said. "We need them to sell Bermuda. We need to show them that we are partners.'' The Fairmont Hamilton Princess is taking part in the promotion and general manager and vice president Michael Kaile said he fully supported it.

"We haven't approached it quite like this before, offering a direct incentive,'' he said.

"It isn't always how we do it because the question is `are we giving money to people who would have sent us the clientele anyway?' There is no way of answering that.'' He said opportunities to generate business at very short notice were always limited, but added that the idea made sense at present.

Launched under the existing advertising programme -- Bermuda, Out of the Blue -- adverts in trade and consumer press will bid to lure new business.

Hotels taking part include Stonington, Aunt Nea's Inn, Grotto Bay, Harmony Club, Sandpiper Apartments and White Sands.

Travellers can take advantage of four day, three night hotel/air packages starting from $554 -- many of which include extra nights free or, in the case of Stonington, a cash credit.

David Allen