of great value but remains largely undeveloped and under-promoted. That area is cultural tourism.

We are well aware that there are cultural tour groups which do come here and are looked after and arranged for by the Department of Tourism. However, we are talking about serious efforts and organised opportunities which are promoted heavily. We are not talking about a small sideline for a few people who may or may not be interested but a major push because we think cultural travel knows no boundaries.

We think Bermuda has become somewhat passe m as a holiday resort and does not offer the off-season good weather people are looking for. There are also a great many people today who shun sun and sand because they are afraid of cancer. But cultural tourism depends on interest and not frivolity. American figures show that culture-minded visitors stay longer and spend more. That fits with what Monitor has been suggesting.

Bermuda is not a new town without a history, nor is it a country without distinction since it has probably played a greater part on the world's stage than any other small country. Bermuda has a great history and a great heritage which it can share and make available to visitors. We have to wonder just how many visitors from the United States right now ever get any idea of tiny Bermuda's long and close association with its huge neighbour. That association could be made a major feature of a visit to Bermuda.

But Bermuda has a good deal more in terms of cultural tourism which could be promoted as part of a package. It has the winter Bermuda Festival as well as its permanent attractions including museums, art galleries, forts and nature trails. Santa Fe, New Mexico, turned itself into a major visitor destination on the strength of art galleries and a major summer opera programme.

Art exhibitions are attracting people even to smaller cities in the United States. We have to wonder why the Department of Tourism did not heavily promote the Bermuda National Gallery's current American Impressionist show which would seem a natural for visitors from the United States.

Serious promotion of cultural tourism in Bermuda would take the cooperation of the various groups involved to function as a partnership but they have a great deal to gain. Cultural tourism would translate into economic development for the private sector which would be asked for support and for those institutions from the Bermuda National Trust and its museums to the Bermuda National Gallery with a whole array for beneficiaries in between, notably the Maritime Museum and the entire Town of St. George.

A highly promoted cultural plan would take a coalition of the not-for-profit groups and the commercial sector which might not always be comfortable but both sectors would learn that there are mutual benefits in visitors who come for a purpose and stay longer and spend more, especially in the off-season.