THE island's profile as a top-flight holiday destination was given a fresh boost in London this week.

Members of the Bermuda Tourism Office attended the World Travel Mart Expo to kick off an aggressive promotional campaign in the UK and Europe. The event is one of the biggest travel trade shows on that side of the Atlantic.

Tourism Minister Ewart Brown has said his Ministry is determined to tap into the thousands of potential visitors in UK and European markets and to raise the island's profile as a top resort.

Last year just 12,000 Brits visited Bermuda while 200,000 opted for Barbados.

Last night a spokeswoman for the Department of Tourism said: "This week's World Travel Mart Expo in London has proven to be the ideal environment for Bermuda to expand on its awareness.

"As such, the opportunity has been invaluable to the Bermuda Department of Tourism team. One of the initiatives highlighted to the audience has been the introduction of a dedicated Bermuda Tourism Office in London, led by Mr. Thomas MacDonald. Additionally, the introduction of a daily British Airways flight which begins in March 2006 was also a feature at the Expo."