Premier Ewart Brown has announced plans to open a tourism office in China.

Speaking at a global tourism summit in Beijing, the Premier declared his intention to strengthen links with the country and "lure Chinese visitors to our shores".

He told world tourism bosses including Beijing Tourism Administration members at a "feel the love" dinner: "Although Bermuda is a small destination compared to many of the nations you represent, we think we have what it takes to compete on a global scale because our tourism product is strong. That's why we have come to China. And make no mistake, we will be back."

On setting up an office in China, he said: "A real presence in Beijing will be critical in our pursuit of the Chinese visitor. We will methodically research how to appeal to the psyche of Chinese travellers. We want to know what they love, and then we will show them how to feel that love in Bermuda."

In recent years, Bermuda's marketing offices in gateway cities such as Toronto, Boston and Atlanta have been closed, while the North American tourism operation has become centralised in New York.

Yesterday, The Royal Gazette asked the Premier how many people would work in the new tourism office, and whether the staff would be Chinese or Bermudians.

We also asked how much money would be spent setting up and running the new office; whether it would be a permanent venture; and whether a target had been set for the number of tourists Bermuda hopes to attract from China.

Dr. Brown's Press Secretary Glenn Jones replied: "The tourism strategy for China is a multi-year plan and we're in the early stages.

"So it would be premature for the Premier to answer the late stage questions you posed — an answer that may seem prudent today could prove imprudent 18 to 24 months from now.

"Nonetheless, the Premier will keep the public, and indeed the world, well appraised of decision-making on China over the next few years in preparation for increased hotel bed availability on the Island."

Explaining why an office would now be opened in a country 16 hours away by plane, Dr. Brown said he aimed to target Chinese business travellers who visit the US.

"Chinese business people doing work in New York should prove a perfect target audience for us. When a business person is in New York, he is less than two hours from Bermuda.

"If we can get his attention, that traveller can be on our beaches in less time than it takes to finish tonight's dinner. That's a huge benefit because if he left from China to come to Bermuda the trip would take at least 16 hours in the air. From New York he can do it in around 90 minutes."

The Premier said he hoped Bermuda could cash in on China's predicted "monumental" growth in financial services over the next five years.

"Bermuda is a worldwide leader in the arena of financial services," he said. "I think a mutually beneficial relationship can develop as Bermuda tries to expand the reach of its tourism product and China finds its way in the world of financial services.

"Several groups of Chinese business people have already come to Bermuda in the past 12 months for that very reason: to examine our insurance and reinsurance industries. I expect the trend will continue."

On the importance of getting onto China's list of countries with "Approved Destination Status", Mr. Jones added: "The Premier is keen to keep China high on the agenda at the Department of Tourism because competitors to our south are already moving with Approved Destination Status.

"For us the process is slightly more arduous because Bermuda is a dependent territory and must seek the assistance of the British Government to reach Approved Destination Status."

Regarding Approved Destination Status, the Premier said in his dinner speech: "This is critical. We are confident we can make this happen with the help of the British Government."