week for a three day conference aimed at boosting visitors to the Island from the United States.

Peter Yesawich and Ty Christian will outline how the Island can target US tourists more effectively.

They will address the three day annual Bermuda Hotel Association seminar for US wholesale tour operators.

Around 14 companies which send 60 percent of all leisure business from the US and Canada to the Island will be at the seminar where they will meet local hoteliers and the Department of Tourism. Mr. Yesawich is a co-author of the National Travel Monitor research series, which many regard as the most respected study of travel trends in the US.

The three day seminar at the Elbow Beach Hotel opens on Thursday and will look at developing niche markets, such as Afro-Americans, which Government is keen to promote.

Mr. Yesawich -- a travel analyst for the New York Times, Wall Street Journal, International Herald Tribune, and CNN -- is due to unveil the findings of the latest National Travel Monitor and its implications for Bermuda.

BHA President designate Norman Mastalir, general manager of the Fairmont Southampton Princess, said: "We've been doing this for years, but the key change this year is that we are much more focussed on looking forward as opposed to what's not gone well in the past.

"Once we find those customers we need to get, we need to find out how to communicate to them and interest them in choosing Bermuda.

"What Yesawich is doing is to help us identify those people and find out how we can encourage them to visit our Island.'' TOURISM TOU