Kingdom.

If the trend to the end of September continues until the end of 1994, about 24,000 Britons will visit the Island this year.

It would be the highest number ever.

Tourism is also expecting a significant jump in the number of visitors out of Europe.

At the end of September, arrivals were up 15 percent to 4,500. If the rate continues, Bermuda will host 6,500 Europeans this year, one of the best results ever.

Tourism Minister the Hon. C.V. (Jim) Woolridge said he was delighted with the results.

"This is good news for Bermuda and, coupled with British Airways' commitment to a fourth flight next year, we are encouraged that we can draw more visitors from that market,'' he said.

The Minister used his statement to reiterate his determination to build business for Bermuda through the use of scheduled carriers.

"We will continue to resist jumping on the charter bandwagon because we are not simply concerned with first-time travellers to the Island.

"Bermuda has been and will continue to be serious about maintaining one of the world's highest repeat visitor rates in the world, and that involves long-term strategy based on quality.'' BA this week confirmed plans to add a fourth weekly flight during the peak holiday season, starting June 4.

Tourism officials attributed the growth in UK business to a second year of an "aggressive'' advertising campaign, an increase in tour operator activity and additional airline seats from British Airways.

Two years ago, Bermuda Tourism changed the nature of its advertised presence in the UK, which until then was primarily focussed on public relations and distribution of brochures.

Its theme incorporated the long-standing "Seventh Heaven'' cover Tourism had used in previous years, and purchased print and television advertising to sell the product.

"Until then, there was no consumer advertising at all,'' Mr. Peter Smith, Tourism's assistant director for marketing, said.

"There was public relations and brochures, but no real image-creating advertising.'' The Seventh Heaven campaign is also being pushed in Europe where Mr. Woolridge described the results as "equally gratifying'' as those in the UK.

The UK-Europe results stand in contrast to the stagnating situation in the United States where arrivals are up marginally over 1993. Already, retailers and hoteliers are describing 1994 as disappointing.

1994 was optimistically pegged as the year Bermuda's would leave the recession behind. Mr. Woolridge even went so far as to predict a 10 percent overall increase in air arrivals.

Gains out of the US to the half year backed that prediction, but then the numbers dried up from the end of August through October.