Government is spending $2.5 million this winter in an attempt to improve the slowest part of Bermuda's tourist season.

The Department of Tourism yesterday announced a new winter marketing campaign designed to meet the challenge of filling empty hotels between November and March.

Tourism Minister the Hon. David Dodwell said the innovative approach invited visitors to "Come bask in a different warmth'' during the five months of the season which typically attracted 25 per cent of Bermuda's annual arrivals.

He explained that "bask'' referred to rest and relaxation while "warmth'' focused on the warmth of Bermudian people and the temperature in comparison to the US.

The campaign was an investment, continued Mr. Dodwell, which had seen a 17 per cent rise in arrivals during this period over the last three years. He added that the winter marketing campaign had evolved to a point where it was time to educate travel agents so they could pick the right people for Bermuda because "we have to face the fact that Bermuda is not for everyone''.

Mr. Dodwell explained that Bermuda catered to a different type of traveller during this stage of the season who did not necessarily want seven days of 80-degree heat and came to Bermuda for a change.

These were the people who wanted rest and relaxation in "the absence of the thong-wearing, `I live to be bronze' population found at the sun resorts''.

He said November to March was the best time for potential visitors seeking relief from stress and crowds and the new campaign "captured the essence of that time of year''. It focused on what set the Island apart from other winter destinations.

Tourism Director Mr. Gary Phillips said he wanted to "explode the November to March myth'' that Bermuda was too cold and that there was nothing to do.

He said this would generate more visitors at a time of year when the level of visitor satisfaction was at its highest. He added that winter visitors were similar to summer visitors demographically, but they had different preferences.

Mr. Dodwell stressed that Bermuda did not shut down during this time of year and offered many activities during these months, including walking tours, golf and shopping.

There was also the temperature guarantee scheme which ran from January to March which offered visitors a 10 per cent reduction in their room rate, free admission to cultural and historical places of interest, a transport pass and discounts in many shops when temperatures did not reach 68 degrees.

Advertising would be appearing in trade publications such as Travel Weekly and consumer magazines such as Conde Nast Traveller and Walking .

An added attraction this winter would be a walking tour through the northern part of Hamilton, said Mr. Dodwell.

This would feature historical and architectural aspects of that area.

He said he hoped all of Bermuda would get behind the programme and "dig deep'' in welcoming visitors during this time.