Falklands.

For when it comes to pulling in beach lovers you're just not in their league! At least, that's according to the August edition of international tourism magazine, Islands.

In fact the Island isn't even mentioned in their feature "100 Great Beaches!''.

So much for boasts about Horseshoe Bay being the best in the world.

The feature covers the full spectrum of beaches -- those good for stretching out in the sand, doing nothing, watching wild creatures, or picking up shells.

While Bermuda is overlooked, less likely holiday spots like Scotland's Isle of Harris, England's Brighton, the Falkland Islands, Sri Lanka, and the Cook Islands are given rave reviews.

More traditional tourists' destinations are included too -- Greece, Australia, the West Indies, and Hawaii.

Bermuda's omission has angered at least one local hotelier, Mr. W. A. (Toppy) Cowen.

Mr. Cowen, managing director of Pink Beach Club, said it reflected Government's failed overseas advertising push.

"We bragged that Horseshoe Bay is the best beach in the world and yet we can't get a mention in an international magazine,'' he said.

Mr. Cowen said the Bermuda advertisements, although artistic, did not carry the "thrust'' needed to attract American visitors.

They underlined Bermuda's British qualities -- such as bewigged lawyers and cricketers -- many of which would not be understood by Americans.

"I don't think an American knows what a cricketer is,'' said Mr. Cowen.

Mr. Cowen said a recent full page ad in Islands contained a Gombey dancer.

"The average American perhaps would think it was an Indian along with someone painting their home.'' He added: "What we ought to is target honeymooners. We only get 2.5 percent of that market.'' Mr. Gary Phillips, director of Bermuda's Tourism Department, however, rejected the criticism.

He said the advertising drive had been founded on detailed research and had raised awareness of Bermuda -- one of its chief aims.

"It has succeeded in highlighting the special attributes of Bermuda, although I appreciate not everybody is going to like the campaign.'' Mr. Phillips said there were no plans to change the carefully thought-out campaign.

And he applauded the Islands magazine for its efforts to date in promoting the Island.

"We can't be in every single publication,'' he said.

And Mr. Phillips said Bermuda didn't just have great beaches -- it had the best.