The Department of Tourism?s partnership with the US based ?Just Between Girlfriends?, which targets affluent African American women, is already producing results with a conference planned for 2007.

The organisation began soon after Chrisena Coleman wrote a book titled ?Just Between Girlfriends? and realised that there were few opportunities for affluent African American woman to network, relax and spend time away from the family. The Department chose to be a principal sponsor of the organisation?s 2006 national tour. As well as a national tour the organisation holds an annual weekend getaway and because of the partnership approximately 200 women will come to Bermuda in 2007.

?It?s always been a dream destination for the group,? Mrs. Coleman said, currently on the Island scouting locations and events for the conference. ?This is my first time here but already I love it. Everyone is so nice and the place is beautiful, who wouldn?t love it? I will definitely be coming back.?

Tourism representative Pattie Pitt has been showing Mrs. Coleman around the Island. The pair have browsed Dockyard shops and visited Dolphin Quest, Commissioner?s House and a rum cake factory. They?ve also visited some of the shops in Hamilton, after travelling via the fast ferry, something Mrs. Coleman said was an ?awesome? experience.

All of this is in preparation of the large conference in 2007. The conference is held annually during the US Columbus holiday weekend, which will coincide with the 2007 Bermuda Music Festival.

?We?re really looking forward to that,? Mrs. Coleman said. ?When the women arrive there will be a cocktail reception before they are brought to Dockyard to attend the Friday evening concert. The next day we will do an activity and shopping, of course. If some women want to go to the concert on Saturday night they can too.?

Mrs. Coleman said she really appreciated the partnership with Tourism, which is tailoring the tour to meet her group?s needs. Ms Pitt said that catering to the needs of large groups like this one is a positive step for Bermuda. For example, interest had been expressed in getting to do Bermuda home tours and the Department could organise that, she said.

By the sounds of it the Island?s shop keepers will be happy that ?Just Between Girlfriends? is coming to the Island, too. Mrs. Coleman said the women who join the trip, including wives of NFL players, love to shop. On a pervious weekend away they spent $25,000 in the first store they visited in Puerto Rico, she said.

She added that many of the women book trips to return to the conference destination with their family, because they enjoy the experience so much.

Through the sponsorship of a national tour run by the organisation,Tourism has also gained access to approximately 4,700 women who will not be coming on the tour. During this year?s tour the Department handed out packages containing detailed information about Bermuda to all the attendees. Tourism packages that contained information about flights, hotels and activities on the Island.

The Department also gained full access to the organisation?s database, which includes 5,000 women. Information on the database and Ms Pitt said an ?e-blitzing? campaign would begin soon. Members will be sent information about the Island throughout the year, including information about flight and hotel specials. There will also be special offers to members to entice them to visit the Island. Shadow Tourism Minister David Dodwell praised the Government?s decision to begin e-blitzing in February, he said it was an efficient and effective way of reaching a target audience.