A bonus scheme will offer goodies worth thousands of dollars to hospitality employees who excel as part of a bid to re-establish pride in Bermuda tourism.

Tourism Minister David Allen will shortly reveal details of the scheme, which is being offered in conjunction with the Visitor Industry Partnership, also designed to enhance the vacation product offered to visitors.

And the winners could find themselves acting as Bermuda ambassadors, promoting the Island abroad and being held up as tourism icons here.

Called the Hospitality Industry Employee Incentive Award Programme, it is expected to offer significant bonuses for those staff who shine in their positions.

"The awards will be for the best performance standards, in a variety of skills and employment areas,'' said Mr. Allen.

"There will be a nomination process and voting, and at the end of the year there will be a ceremony where there will be some wonderful prizes.

"It is not just a matter of awards, we want these people to act as role models. Their work will be appreciated from the Minister down.'' Around 12 awards will be made each year, following a summer launch of the scheme, and it is anticipated corporate sponsorship will result in many prizes -- some worth thousands of dollars.

News of the scheme was revealed in a tourism newsletter, New Outlook on Tourism, published last week.

The first of its kind under the Progressive Labour Party Government, the bulletin heralds a new dawn for the tourism industry, leading with the headline "Bermuda's Tourism Industry is Back in Business!'' An introduction from Mr. Allen, reflects on the headway made so far, in particular a recent Tourism Appreciation Week, the North American roadshow and a similar event held in Europe.

"Clearly we are succeeding in our pledge to put the Bermudian identity back into Bermuda tourism and to rediscover our Island soul,'' he said.

The Minister's address also flags up "significant new investment in hotel physical plant projected at over $500 million over the next several years'', listing ecotourism at Daniels Head, Marriott Castle Harbour, Belmont, a new Hamilton hotel and plans for the former Club Med site.

New advertising company J. Walter Thompson, the newsletter says, is aiming to change a lack of consumer understanding of the Bermudian identity by highlighting facets of the Island.

Advertising started in April with radio and newspaper commercials, followed by a cable TV campaign in May and June.

Magazine advertisements will run from August to March, and between June and September Bermuda will feature on Internet sites.

Also highlighted in the bulletin is the work of the VCG2 agency, which is helping to encourage African-American visitors to the Island.

Using print and radio advertisements, a campaign is flagging the common links between Bermuda and African-Americans -- using the Cup Match celebration of Emancipation Day as the lure.

It is aiming at wealthy potential visitors in New York City and Washington D.C.