Instead it would prefer them to come and find themselves in Bermuda.

The department's new UK advertising campaign hit glossy, upscale British magazines including Tatler and Harper's & Queen last weekend and will run through to May.

It features the tag line "Find Yourself in Bermuda'' and is designed to "highlight the relaxing and enriching qualities of the Island,'' said press officer Charles Webbe.

The print ads and brochure feature plenty of pastel coloured architectural shots, rippling blue-green water views and vivid greenery -- especially in the pages dedicated to golf.

And everywhere the words and imagery of relaxing and being stress free filter through with pictures of people lazing around or enjoying the Island at an "unhurried pace''.

"Enjoy a strenuous workout, Bermuda style'' accompanies the picture of a woman stretched out in a white bathing suit; "Experience wild nights out, Bermuda style'' shows a woman in an evening gown admiring a sunset on an exceptionally pink beach and "Enjoy crazy beach parties, Bermuda style'' is linked with a man lazing in a hammock as an out of focus blond approaches him in a red bikini.

Tourism Minister David Dodwell said he was "very excited'' about the campaign which complemented the Let Yourself Go theme being used to attract US visitors.

But the ad's focus had to be a "little different'' in response to clientele on the opposite side of the Atlantic, he added.

Tourism director Gary Phillips said the new campaign was the result of extensive research of UK holiday makers returning from Bermuda.

"The results told us Bermuda had a calming effect on those who had been here and that the Island's sophisticated and relaxed lifestyle, combined with the friendliness of Bermudians gave them a sense of enrichment and well-being.'' In conjunction with the new ad campaign, the department has also planned a "Bermuda-only trade show'' for the first week of March, in England.

Hoteliers, department staff and product providers will converge on the UK for the two day "market place'' to sell Bermuda.

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