Bermuda must begin to think of itself as a complete year-round destination -- if they want to attract more Canadians, it has been claimed.

With the November-to-March period attracting more than half the visitors from the north, travel executives say it is important for the Island to appear as though it has not shut down for the winter.

They want more attractions laid on and more facilities to remain open, so tourists do not feel they are coming in off-season.

Peter Fry, executive with Air Canada Vacations, said the Island is losing out to other destinations, such as Florida, which go all out for the year-round tourists. And he said the Island should pitch itself against such places, and even target those people who might choose a Caribbean vacation for winter sun.

"Bermuda has the potential to attract much greater business than it has been doing,'' he said.

"But the hotels don't seem to be willing to make the decisions that would turn things around with the season and off-season.'' Although he accepted that the calendar was geared to the US market, he said there was scope for some special promotions or attractions for the 33,000-strong Canadian sector.

Tourism officials would like to see more airlift from Canada, but Air Canada has poured cold water on the idea.

The daily Toronto service has one of the highest load factors for any of the airlines serving the Island. The airline also operates a larger plane at the weekend, increasing capacity by 150 percent.

And a look at the service to other holiday destinations with Air Canada reveals that Bermuda appears to be well served.

Many of the Caribbean Islands only have a once-weekly flight, and others with a daily service are routed via other airports.

Only Jamaica, Miami, Barbados and Tampa have a direct, seven-days-a-week service with Air Canada. In addition, some travel professionals believe Bermuda should try to shake off a perceived image that it was only a high-class destination.

One travel professional said the Island could be depriving itself of a huge market by not appealing to blue collar workers in the past.

For too long, he said, Bermuda has been presented as an upper class destination, even somewhat "snooty''. But by appealing to blue collar workers, who have much disposable income and plenty of leisure time, he said the Island could cash in.

Balloon-atic antics: Enjoying the Ottawa roadshow are (from left) Toby Dillas, director of sales for North America; Tourism Minister David Allen; Delaey Robinson, MP and Tourism Board chairman; John Harvey, Bermuda Hotel Association executive director; and Derrick Burgess, BIU president.