African Americans will be enticed to take a vacation in Bermuda through a new tourism campaign.

The Bermuda Department of Tourism is beginning to plan in earnest a campaign geared specifically to attract African American visitors to the Island.

The campaign is being spearheaded by Images USA, the Tourism Department's African-American Agency, with adverts featuring all Bermudian talent broadcast on billboards throughout the US.

Tourism Minister Ewart Brown said the African American market had not been courted heavily before, and ultimately the objective was to increase awareness of Bermuda as a vacation destination.

African-Americans are spending billions of dollars a year on travel according to market studies.

"This is an increasingly important segment of the global tourist industry that is often overlooked. Our research indicates that in record numbers African-Americans are becoming increasingly discerning about their travel plans and travelling more than ever before," Dr. Brown said.

"This market segment has doubled over the past 20 years, and industry sources estimate that African-Americans may spend as much as $48 billion a year on travel. We are therefore targeting individuals in our core gateway markets of New York, Washington D.C., and Atlanta in an effort to capitalize on this trend."

Photo shoots for the campaign took place throughout the Island wrapping up on December 2. They will feature backdrops of Bermuda scenery and beaches.