An estimated 567,000 visitors are expected to visit Bermuda this year and the Department of Tourism is hoping 2005 will signal a change to the Island's reputation as a destination for the "newly wed and nearly dead".

The Department of Tourism in conjunction with its cruise and hotel partners, hosted a Product Development Seminar at Elbow Beach last night.

Guest speakers included the Bermuda Alliance for Tourism (BAT) Executive Director, Wayne Smith.

With the nine air carriers providing 116 flights a week and new gateways continuing to open up, the Department of Tourism is optimistic about tourist numbers with an estimated 300,000 to 320,000 visitors to the Island by air this year.

Six cruise ships will make 165 cruise calls to Bermuda in 2005, as compared to 156 last year, bringing an estimated 247,000 visitors.

Almost four thousand of these passengers will be on board the Voyager of the Seas and 2,446 on board the Grandeur of the Seas.

Both these monster cruise ships will make 14 stops in Bermuda this coming season, while the Seven Seas Navigator will complete her final season to the shores of Bermuda.

The Voyager of the Seas has 1,200 crew members, while the Grandeur of the Seas has 760 and according to the Department of Tourism, businesses in Bermuda need to target the crew on board these ships, as much as they do the passengers.

On average crew members spend more money during their stop in Bermuda than cruise ship passengers.

The Department estimates that cruise ship passengers spent on average only $86 each last year, compared to the $131 spent on average by each crew member.

Meanwhile air passengers each spent on average $1,081 to $1,238 during their stay in Bermuda in 2004, which included accommodation.

This is music to the ears of those attending the seminar last night, the majority being businessmen, members of the hotel industry, taxi drivers and tour operators.

Mr. Smith said the Island needed to steer away from the belief that Bermuda was the number one destination for the "newly wed and nearly dead" and focus on family holidays.

"We need more attractions for pre-adolescents and baby-sitting options for parents," he said.

When it comes to what tourists want, Mr. Smith made suggestions which were well received by those in the audience.

These include water taxis, more boat tours, walking tours, innovative and creative tours, entertainment including bands, bars and shows on beaches and above it all, he said, it was important to provide excellent, first-class services.

He said one of the most under-utilised features in Bermuda was the natural marine environment.

Another request from visitors, he said, was an on-line user friendly system in which visitors could book their entire holiday to Bermuda.

When discussing hotel accommodation, Mr. Smith said it was untrue that hotels were fully booked last year.

"It's a lie and a myth that hotels were full last year. Most hotels only operated at a 60 percent capacity. There were on average 200 rooms available across the Island every day," he said.

But, he was quick to add that the Island needed more hotel development.

On a final note Mr. Smith said Bermuda Alliance for Tourism (BAT) was offering advice for entrepreneurs on developing products and services for visitors.

Meanwhile Tourism Minister, Ewart Brown "wholeheartedly" endorsed the initiative.

"I cannot emphasise enough now committed we are to working with not only our industry partners to enhance the overall visitor experience, but with Bermudians as well," he said.

He said he wanted everyone to take an interest in the industry and ultimately provide a wider array of innovative activities and excursions.