on-Island experience so today's visitor becomes tomorrow's ambassador.

That is the view of Pippa Grive, director of Bermuda Tourism for the United Kingdom and Europe.

"Today's visitor is more powerful than any advertising campaign,'' she said.

"Today's visitor really is the key to the future of Bermuda's tourism growth.'' But the people coming to Bermuda were educated, sophisticated and well-travelled, pointed out Ms Grive, and therefore had higher expectations.

Because Bermuda was in the more expensive rank of the tourism market, they expected to spend a lot when they visited but they also expected a lot in return.

But Ms Grove said that did not mean Bermuda could not compete. Asked if the Island could justify its prices when the popularity of all-inclusive resort hotels was growing, Ms Grive responded: "What you have in Bermuda is totally unique. It is a five-star, all-inclusive resort Island.'' Bermuda had a host of pluses over other countries as it had no no-go areas and there was no fear of political uprisings or acts of terrorism.

It is also a clean environment with no need for vaccinations and has an excellent range of accommodations and a good transport system.

And there was a wide range of activities, restaurants, culture and sports on hand.

But more importantly, added Ms Grive, was the Bermudian people which made the Island experience memorable.

"Experiences that holiday makers recount always include Bermudians. These all combine to make Bermuda a very rare and special commodity.''