Bermuda's spicy attempts to lure overseas visitors have not gone unnoticed by the US media.

The November 8 issue of USA Today features a full-page spread on the Island with emphasis on its saucy new ad campaign.

"Bermuda turns up the heat. Staid British island promotes sex appeal to lure young tourists,'' reads the headline.

The article, written by journalist Jerry Shriver, sheds doubt on whether or not prospective visitors actually see Bermuda as a sexy destination or just a pricey one.

Visitor Pam Kondylis is quoted as saying -- while munching a $12 hamburger: "We had heard that it was expensive so we expected fancy schmancy. And we have found it clean and pretty. But sexy? I think of it as British, and that doesn't go with sexy.'' The Department of Tourism launched its controversial new $14 million ad campaign -- Let Yourself Go -- in March, complete with "blushing'' pink sand and an erect windsock.

One of its most outspoken critics, Shadow Tourism Minister David Allen, recently slammed the advertising campaign for hindering Bermuda's efforts to get back on its feet instead of helping.

He called for the Island to become more competitive in the price wars.

And while Government officials feel the campaign is working and statistics show a 4.5 percent increase in arrivals, members of the public want more.

An ad in The Royal Gazette titled "Tourism in Crisis'' had the Coalition for Change painting a "bleaker picture'', continued the article.

They called for Sunday shopping, outdoor cafes, weekend cruise ships and possibly casinos and promotion of the Island as a spring break destination.

The article also noted the high-profile steps taken by larger hotels including the Southampton Princess with the introduction of Dolphin Quest and the Elbow Beach's planned $30 million upgrade which included two gourmet restaurants.

But the article added: "To those the advertising campaign is trying to reach, the solutions are obvious and not that difficult to implement.'' Ms Kondylis said: "I think younger folks want a nice beach, good food, reasonable prices and something to do at night.'' Another visitor, Julia Gillespie, told Mr. Shriver: "Bermuda already has everything you want for sort of a quiet getaway. It's not sexy, but it certainly is romantic. It is expensive, and the food is astronomical and not all that good. But go for the beach and the quiet.'' USA Today From Page 1 However most hoteliers agreed the wake up call given by the new ad campaign was needed for the industry, continued the article.

It noted that, in the past, Bermuda had a large pool of visitors which returned to the Island year after year and so the Island stopped selling itself.

However that pool began to dry up, younger visitors began heading for other destinations and Bermuda found itself in trouble.

Tourism officials were then faced with the dilemma of attracting young visitors and reversing the decline which led to "Let Yourself Go''.

As Mr. Shriver wrote: "How do you recast a proper image as hip without going overboard? For starters, you turn up the heat.''