they hope is a pot of gold for the Island.

Hoteliers, union officials, Chamber of Commerce and Visitor Industry Partnership will join forces with Government representatives for a five-city, five-day tour on the US West Coast -- to back up a new Delta Airlines flight from Atlanta to Bermuda.

Tourism Minister David Allen is leading the 34-strong contingent, including 22 hotels, to San Francisco, Newport Beach, Beverly Hills, Cincinnati and Dallas as they bid to sell the Island to affluent Americans.

The campaign will take the form of trade shows, instead of the more extravagant roadshows seen last year on the US East Coast and Canada, as officials bid to network with major tour and travel agents.

Bermuda has a satellite office in Los Angeles but has not conducted a serious promotion in the region for 12 years.

The impending Delta service from Atlanta will run throughout the summer and is timed specifically to enable passengers from the west to make the Island in one day. Fairmont Hamilton Princess general manager Michael Kaile believes the attraction of the new service will lure visitors -- who have tried Hawaii and New Mexico -- into sampling something new.

"The principle is that people will come to Bermuda because the connections are easier and it is with the same airline, rather than two different airlines over a shorter distance,'' he said.

"The distance is greater but it is much more convenient. These people have been to Hawaii and New Mexico, and we believe they could be ready to try something different.

"We are looking for someone who is going to appreciate the Bermuda experience and the trade show is a good opportunity to spend longer explaining the Island to those who will be less familiar with it.'' Mr. Kaile said taking the Island to a new market place could be easier than targeting travel agents in existing areas -- bringing a new destination could create publicity by itself.

And there will be more opportunity for hoteliers to network with travel industry management during the events, taking away some of the entertainment factor.

Mr. Allen believes the blitz will raise the Island's profile in feeder markets on the West Coast and he said the feedback from agents so far was "phenomenal''.

"We are very excited about it, it is the first time we have had an event there in 12 years,'' he said.

"It is very gruelling for the hoteliers and tourism staff, five cities in five days, but we want to get the maximum impact in a short period.'' Over 1,200 travel agents are expected at the events, with at least 300 due at the Beverly Hills show alone. Educating representatives about the Island will be the key.

The Bermuda Strollers will provide music and after a presentation and speeches, there will be a reception.

The new Delta service, due to start in April, will leave Atlanta at 4 p.m. -- giving opportunity for flights from the West Coast to meet it. And the return will depart Bermuda early in the morning, allowing time for vacationers to get home in the same day.