Tour operators from Europe sampled some of Bermuda?s tourist attractions during a promotional summit held here last week.

The meeting brought together tour operators from the UK, Ireland and mainland Europe and focused on making Bermuda a better-known destination with European travellers.

Representatives from top travel and airline companies were also on hand with an aim to increase the number of European visitors travelling to Bermuda by 20 percent.

The overseas attendees included representatives from Airmiles Travel Company, Caribbean Hotels, Complete Caribbean, Elite Vacations and Harlequin Worldwide.

?The objective was to give these people the opportunity to experience the Bermuda product and meet with hoteliers and tourism professionals from the Island,? said Renee Webb, Tourism, Telecommunications and E-commerce Minister.

?In addition to the summit session, they had the opportunity to meet one-on-one with hoteliers and suppliers to negotiate rates, visit hotels and experience the various attractions available on the Island.?

Michael Winfield, chairman of the Bermuda Alliance for Tourism, gave a presentation on the details of hotel development with photographs and information on various properties. Representatives from top UK travel magazine, The Sunday Times Magazine, also gave a presentation.

Hills-Balfour Ltd., Bermuda?s representative office in the UK, outlined European and UK trade objectives, marketing plans and consumer strategies.

?Extensive research has shown that Bermuda is not widely known in Europe, and in particular, the UK, so raising awareness is our main priority,? said Amanda Hills-Balfour, director of the company.

?Tour operators often act as a guide for customers looking to book a holiday and it is imperative that they fully understand what Bermuda has to offer.?

?We received great feedback with positive comments and several developments from tour operators wishing to implement joint marketing partnerships with the Bermuda Alliance for Tourism and the private sector,? said Ms Webb.