immediate incorporation of cultural tourism in the marketing of Bermuda abroad.

Dr. Peter Yesawich says cultural tourism is not a key factor for travellers selecting a holiday destination.

He indicated that culture could become an important factor in tourism but that such a development was years away.

"If you survey what consumers consider in deciding on where to go for vacation, cultural tourism does not rise to the top,'' he said.

"Good weather, friendly people, good service and value for money are top considerations. From a practical point of view, cultural tourism has limited market appeal.

"It only sells to a small percentage of the overall audience. And in marketing, you've got to play to the percentages.'' Dr. Yesawich's comments stemmed from a speech he gave at the Bermuda College's Stonington campus last week to the Island Tourism International Forum, which was devoted to price-value issues for island destinations.

They provide an external perspective to the local debate that flared last winter when former National Trust director Mr. William Zuill penned a report that prompted calls for Government specifically to market Bermuda from a cultural tourism point of view.

Tourism Minister the Hon. C.V. (Jim) Woolridge rejected the idea saying Bermuda advertising already incorporated cultural tourism.

Dr. Yesawich, who is president of the marketing and advertising agency Robinson, Yesawich and Pepperdine, said his assessment of cultural tourism drew from surveys of US and Canadian households.

He said his company's annual surveys questioned respondents on vacation planning in terms of what they are looking for, destinations selected, enjoyments derived, problems and perceptions of value.

"Cultural tourism should be approached with caution,'' Dr. Yesawich said.

"There is a role for it, but I caution those involved in marketing not to become mesmerised.'' Dr. Yesawich said cultural tourism would probably become an increasingly important factor in vacation selections. However, he did not think it would become a preeminent consideration.

"It's good news on the horizon,'' he said. "People will become increasingly interested in it, but it will not supplant key factors such as rest and relaxation, sun, good food and value.''