the Island -- and will trigger an onrush of American visitors.

That was the claim of a publisher of a leading North American travel newspaper.

Mr. Robert Sullivan, from Tour & Travel News, believed price-conscious Americans would capitalise on fare cuts.

"It bodes well. I am very optimistic about Bermuda's presence in the tourism market.'' Last week American Airlines announced a 30 percent reduction in fares to Bermuda.

It means the New York-Bermuda round trip fare will drop to $193, August 20-September 30, and $165, October 1-December 14.

Continental and USAir immediately followed suit, matching American's level.

Mr. Sullivan based his optimism on a resurgence of the United States' domestic travel market.

It had shot up by around 10 or 15 percent over the last year following internal price-cutting, he said.

"Americans are more discriminating than ever before about where they travel, or if they travel.

"But domestic travel has gone up, and this proves you can stimulate the market if fares are enticing.

"The announcement by American Airlines is quite sensational. It's sensational news for Bermuda.'' Asked when Americans would begin to move en masse again overseas Mr. Sullivan replied: "That is anyone's guess.'' Mr. Sullivan, whose paper reaches 50,000-plus travel agents in the United States and Canada, added Bermuda was perfectly placed to profit from the American trend of short holidays.

"It is important Bermuda continues to listen to the market and reacts to it, to best position itself to take advantage of consumers' changing attitudes.'' Mr. Sullivan also urged exploring new ways of enticing visitors.

"Bermuda has to continue to reinforce traditional market areas and segments, as well as look at non-traditional market areas and segments to attempt to excel in those competitive areas.

"The weather guarantees offered by hotels to visitors this winter is a step in the right direction. It is something new, and something different.

"You have to be able to adapt to changing markets if you're going to be competitive. Business is very tough.'' Mr. Sullivan, who could pick out no glaring weakness in Bermuda's marketing strategy, said the Island was faring well in the recession, compared with Caribbean countries.

He added Bermuda continued to offer a very special "quality'' product, distinguishable from elsewhere.

"It's an absolutely beautiful Island, with wonderful beaches, and the people are extremely friendly,'' he said.

"Everybody from the cab driver to the local merchant are its best salespeople.

"Its proximity to the United States, less than two and a half hours away, make it a very attractive destination.'' Mr. Sullivan said he travelled all over the world through his job -- and could view Bermuda's advantages in perspective.

"Bermuda to me is a very real destination. The big question is how does the destination continue to plan and chart its course in building its tourism market?'' Mr. Sullivan said he had been visiting Bermuda the last six years, and had even honeymooned here.

"It's still as beautiful now as when I first stopped off the plane. I am a great fan of the Island.'' MR. Robert Sullivan.