Bermuda's current tourism woes could be reversed by effective public relations, savvy marketing and distinctive advertising, according to fashion industry consultant and long-term visitor Bernice Shaftan.

Mrs. Shaftan, who first came to Bermuda on her honeymoon, is renting a house in Warwick this summer with husband, Dr. Gerald Shaftan. This is their 37th consecutive, month-long, summer visit.

The textile and footwear consultant said this week she is "deeply concerned'' by the downturn in Bermuda's number one industry.

"Bermuda is missing out. The United States is full of stressed-out people who want a place which is beautiful and peaceful. Bermuda's got that, but no-one seems to know about it.'' Mrs. Shaftan, who lives in New York, said current Bermuda advertising campaigns fail to distinguish the Island from other resorts.

"When I say I'm going to Bermuda, my friends get the place confused with Bahamas, Barbados, Barbuda. After all the years this Island's been in the tourist business, they haven't managed to educate the travelling public yet.

"Bermuda advertising in based on sand, sea and sex. The "sin island'' approach just doesn't work with the sort of people who would get the most out of Bermuda.

"If people want sand and sin, they can go somewhere like St. Thomas, which is a less expensive island.

"I don't think your marketing people are doing a very good job.'' She added that some tourism watchers' assertions that American travellers are no longer big spenders, are wrong.

Drawing on personal experience in New York, Mrs. Shaftan referred to her own neighbourhood -- the exclusive Gramercy Park district in downtown Manhattan.

"In my area there are dozens of expensive restaurants which are booked months ahead. They are full of people who are 30-plus, all of them spending $100 and more on dinner.

"Why isn't anyone working for Bermuda talking to these people and finding out what they want in a holiday? They could be spending their money here, but they're not.'' Both Dr. and Mrs. Shaftan feel tourism boosters should be concentrating on getting people here -- letting the Island's natural charms have their effect.

"There seems to be a lot of concern here about what tourists can do on the Island. Once they're here they'll figure it out if they want to, but I believe Bermuda's chief attraction is its beauty and peacefulness. Tourists come here to relax,'' Mrs. Shaftan said.

"On the plus side,'' she added, "arriving here has become a real pleasure.

Our dogs, Wheeler and Lana, travel with us so Customs and Immigration can be a bit more of a bother for us, but every one at the airport was wonderful, friendly, helpful.''