Department of Tourism, by colourful and informative magazine features.

Assistant director for marketing, Mr. Peter Smith said the magazine features are playing an important part in building the Island's reputation among Europeans.

"Just about all our effort is through public relations,'' he explained.

"During the course of the year we invite writers to come here so we can get as much editorial about the Island in Europe as we can. It takes on a greater role because we lack major consumer advertising. The publications are the basis of the awareness and effort.

"In the US, $10 million a year goes toward advertising. In Europe, we can't afford that. The numbers don't justify it.'' Mr. Smith said European visitors increased by 20 percent last year -- from 5,900 to 7,600 -- and it was hoped a similar improvement would be made this year.

Recent articles on the Island were featured prominently in two top German magazines, Golf and abenteuer & reisen .

Both magazines lavished praise on Bermuda for its beauty, with Golf giving an extensive description of the Island's courses and different points of interest relating to them.

"We were absolutely thrilled; it's an astonishing editorial,'' Mr. Smith said. "(But) it's no good courting awareness if the merchandise isn't in place to allow them to easily buy a trip to Bermuda.'' For this reason, Mr. Smith said, the Department provides tour packages to operators who individually compile them with packages from other destinations into a brochure.

"We've taken the Bermudian section of each and created our own brochure and we try and get it in customer's hands through travel agents,'' he said. "The numbers are still small but a number of years ago we predicted a 20 percent growth each year. We're not far off target.'' Mr. Smith admitted the limited air service from European destinations to Bermuda restricted tourists. But negotiations were continuing to improve that service.