traveller primarily from the US East Coast who is seeking total relaxation.

John Burchall reports.

A five-year plan has been unveiled aimed at making Bermuda the premier, upscale, destination of choice for the visitor who desires "unparalleled peace of mind''.

Tourism Minister David Dodwell said the plan was drawn up by officials from the Tourism Ministry, the Tourism Board and the hotel sector as well as overseas marketing experts.

"This is the first time that we have ever done a five-year plan,'' he enthused. "We are trying to eliminate the idea of the Government being the master strategist. That is paternalistic and what we want is for the Country to buy into this challenge.

"That means the private sector has to upgrade its product and the most tangible thing that you will see (short term) is a financial boost to the Visitor Industry Partnership as well as more commitment.'' Over the last eight weeks, the Tourism Marketing Strategy Task Force composed of 20 Bermudians met and produced a 55-page report focused on two major areas.

The first is to fix Bermuda as an "entire Island resort'' in the hearts and minds of customers. The second is for all residents to rally around the plan.

Mr. Dodwell stressed that although the Marketing Corporation of America was involved, its role was to act as a coordinator for the ideas and thoughts of the local group.

He added: "I want the Country to realise that Bermudians are the owners of this plan. This plan needed to be ours and we went to MCA because they have expertise in this area and they helped to pull the plan together.'' Already, the plan has been presented and has the backing of Cabinet. There are also plans to make presentations to members of the Department of Tourism, the Bermuda Industrial Union and all the hotels.

"This report is the architectural plan that Bermudians as the (metaphorically speaking) construction workers and labourers will build from.

"It is our job to make this plan happen. We are the builders of the plan, It is now up to us. This is not a Ministry of Tourism plan. It is a tourism industry plan.'' At its most basic, the plan involves viewing the entire Island as a resort aimed at a sophisticated traveller who desires relief from stress, a need for a change, leisure time and value for their money.

As it now stands, visitors who answered surveys have indicated that they are very likely to return and that they find the Island a good place to relax and relieve stress.

But a consistent complaint has been the expense of the vacation and the lack of activity.

There have also been concerns about the difficulty of securing transportation, shopping and a varied night life.

To counter these factors, the report calls for the integration of all service providers so there can be a sharing of resources between entities.

The report points to three main factors which could impede growth in the tourism industry. They are increased cruise ship arrivals, gambling and fast food restaurants.

To stimulate continued growth into the next millennium, the report said that emphasis will shift to attract the target market which is defined as sophisticated, discerning, persons with direct air access to Bermuda.