Bermuda needs to soften its stuffy image and tackle the problem of lack of entertainment, one of the United States' most respected tourism research gurus recommends.

Peter Yesawich, who addressed a Bermuda Hotel Association conference for wholesale retailers last week, said international travel trends were towards a more casual approach.

Mr. Yesawich is co-author of the National Travel Monitor Research series, which is regarded by many as the most reliable survey of US travel trends, and is a tourism analyst for a number of leading US newspapers and television channels.

He told The Royal Gazette yesterday: "Casual is in, formal is out, and that is the message from the market in everything from apparel to ambience to lifestyle.

"I think Bermuda has too stiff an image and it needs to be softened. It has an image that is established of formality, and today it is much more casual rather than the formal lifestyle, so work on imaging has to be done.

"Just because something is casual, it doesn't mean it isn't elegant. We are not talking about flip-flops and frayed shorts.

"It is an image that can be casual, comfortable, exclusive and sophisticated, but not the formal structured image. The message is to soften the image without diminishing the elegance.'' He said that sophisticated travellers were looking for superb food and wine, activities, fresh experiences and quality moments with their spouses.

Despite branding Bermuda too stuffy, Mr. Yesawich, who is based in Orlando, Florida, is optimistic about the long-term chances of revitalising the Island's tourism industry.

Island needs to shed stuffy image He said Bermuda scored high in terms of accessibility in distance from the US -- which is important as people want to spend less travel time. The Island also earned top marks for physical quality, safety and cleanliness.

"One thing people look for is something new and different in a vacation. It brings into question what is new in Bermuda, how is the product fresh in terms of what people want,'' he added.

"Entertainment has been a chronic problem. People in the travel community think Bermuda is a marvellous destination, but also one where the options for entertainment are limited, and increasingly that is of interest to consumers, even affluent consumers.

"We've seen a significant downturn on pressure on pricing in rates and people are more aggressive in trying to get a better deal.'' Lack of entertainment and Bermuda's high cost were a problem, but the Island should not be sold as a cut-price destination.

"There is an affluent market prepared to pay for a premium dollar destination, but they have to be motivated to visit it.

"The image is now in contrast with what the market is looking for.'' Asked if he was confident tourism could recover, he said: "Yes, in the long haul. 2001-2 is going to be a challenge and it is not something that occurs overnight.'' TOURISM TOU