Bermuda hotels held a 40 percent off sale in order to compete with their Caribbean counterparts.

The Department of Tourism and Bermuda Hotel Association's website advertised 40 percent off some of the Island's finest accommodations if savvy travellers booked before August 5.

The four day sale, which is a part of the year-long advertising campaign designed to promote the Island's 400th anniversary, started on August 2.

Chairman of the Tourism Board E. Michael Jones said the aim was to get people on Bermuda's shores now, and encourage them to book a vacation right away.

"Sometimes people think about it too long because they say 'I will do it next week'," he said. "But the idea was that if they only had four days to book they would do it right away.

"We are trying to be competitive in this tough economy especially as some in the Caribbean are offering deals as it is their off season."

Mr. Jones said this summer has been hard on hoteliers and people involved in the tourism industry, but that everyone was working hard to get people on the Island and enjoy it while they are here.

He said: "You can't cry about it and say 'oh well, it is going to be a bad summer'. You have to get out and promote the Island. It is important to be competitive and that is what this ad is about."

One of the adverts, which ran in the Washington Post, told readers they could go from 'Foggy Bottom to sunny skies in less than two hours' and take advantage of the 40 percent off sale. 'Foggy Bottom' is a reference to one of the oldest 19th-century neighbourhoods in Washington, D.C.

The Bermuda Hotel Association were unable to reveal the number of people who took advantage of the deal as hotels have until next week to report their bookings.

Hotels participating in the sale are: Cambridge Beaches, Coco Reef, Elbow Beach, Fairmont Hamilton Princess, Fairmont Southampton Princess, Fourways Inn, Grape Bay Beach Hotel, Greenbank Guest Cottages, Grotto Bay Beach Resort, Newstead Belmont Hill, Rosedon Hotel, Royal Palms Hotel, Surf Side Beach Club and 9 Beaches.

The four day sale was valid for travel between August 21 and March 31, 2010.