Bermuda is nearer, friendlier, safer and more vibrant than potential UK visitors realise - and most importantly - it is not in the Caribbean.

Joy Winton, sales and trade marketing manager for Government-hired London firm Hills Balfour, is attempting to lead the fight to bring British holidaymakers to the Island, with a geography lesson for travel agents and tour operators among her top priorities.

Hills Balfour was hired in May by the Department of Tourism as the new marketing and sales firm for the UK and Europe with the aim of establishing the Island as one of the top ten luxury resorts in the world.

Five months into the $2.5 million, three-year contract, Ms Winton believes there is enormous potential for visitors to Bermuda.

Recent months have been spent researching and evaluating the Island's potential and the marketing deluge has begun with a group of 35 travel agents visiting the Island and a group of journalists from regional UK papers arriving last night.

A huge marketing campaign will be launched in January as the company looks to educate the British public on the appeal of Bermuda, and dispel some of the myths.

"I don't think a lot of people realise how close Bermuda is," said Ms Winton, whose firm also works with New York City, Atlantic City, Seychelles, Fiji, the Cook Islands and Kenya.

"A lot of people still think it is in the Caribbean, but it is only just over six hours away on the plane. Our job is all about getting the message across that Bermuda is near, it is vibrant, there is so much to do here and it is an all-round destination.

"I think there is a lot of potential here."

Around 25,000 people a year currently visit the Island from the UK, although the majority are either on business or visiting friends or relatives.

But the company is keen to bolster the genuine tourist interest and are soliciting the support of new tour operators as well as looking to set up special offers and packages with current agents as part of next year's blitz.

Ms Winton is keen to stress that the company's job isn't just public relations and raising profiles, it is also a marketing company looking to strengthen Bermuda's position in the competitive world of tourism and even improve links to the Island.

She revealed that Hills Balfour has been in talks with a "number of major airlines" both to boost flights to the UK but also to promote direct flights from European capitals.

But filling British Airways' additional flight next summer is a short-term goal for the company.

"BA are laying on a fifth flight from June to September next year and that is something we are looking at closely," continued Ms Winton, who liked Bermuda so much on her recent visit with agents that she is looking to return on a personal holiday here in the near future.

She cited safety as an aspect that is especially appealing to UK travellers in the post-September 11 era.

"Bermuda is a very safe place for tourists on two levels," she continued.

"Firstly, it is safe in terms of terrorism, it is not seen as a target as other places are, but is also safe in terms of petty crime. "Walking around Bermuda is far safer for a tourist than walking around Jamaica, Florida or downtown Miami. This is another plus for the Island - it is in a safety bubble.

"The overwhelming friendliness of the people is another people. The genuine way in which visitors are treated and the high levels of service can only help bring in tourists."

As well as coming to Bermuda alone, Ms Winton said they were looking to incorporate the Island into multi-centre holidays along with places such as Boston and New York as part of 'shop and flop' breaks.

One target area for Bermuda is the "cash-rich, time-poor" market, which consists of high-earning executives who are looking for short breaks.

"We know that long weekends to South Africa are proving popular but obviously Bermuda is much closer so would be better suited for this sort of break," she continued.

"Looking at the standard of hotels in Bermuda it is clear that the Island would be perfect for upmarket clients as well as older travellers.

"But there is also a lot of scope for younger people, as there is so much to do out there. It is a year-round destination with unique selling points such as golf and diving being even better outside of the traditional summer vacation time."

She said that events, such as the Jazz Festival and the Bermuda Festival, would also be ideal for UK visitors as would specialist sports and pastime breaks, such as golf, spa visits or the World Rugby Classic.

The company's managing director Amanda Hills Balfour lived in Bermuda from the age of seven to 14 while her father worked as an engineer.