British Airways received 1,800 bookings the first week a $600 discount on Bermuda hotel rooms was offered to UK residents.

And travel agents who produce 24 room nights of business between now and October 24 will qualify for a trip to Bermuda, with air and hotel accommodation paid for.

The offers are two of several implemented recently as part of an overall plan to draw more UK visitors to the Island.

On Wednesday the Premier hosted an event at one of London's historic high society restaurants, Café de Paris. Tour operators and media representatives were invited to showcase the Island in advance of the summer season.

Waiters wearing pink shorts served the popular Dark 'n' Stormy and Rum Swizzle, while guests were told about what Bermuda has to offer.

Premier Ewart Brown gave six interviews to UK media at the event and promoted various outdoor activities to do on the Island. He also highlighted Tucker's Point Club, the PGA Grand Slam tournament, the Bermuda Music Festival, Dockyard and Harbour Nights.

Dr. Brown told guests: "With all that Bermuda has to offer we are still the North Atlantic's best kept secret. Driving awareness of Bermuda is crucial. At the same time it is vital that we educate our distribution partners so that they are armed with the knowledge to sell Bermuda to their clients.

"Bermuda is serious about this market and will be investing significantly in both trade and consumer activity.

"In a market saturated with offers, bargains and sales we believe that by being innovative Bermuda will stand head and shoulders above the competition. An example of this innovative thinking is our wedding promotion, [where UK residents who marry here] can fly to Bermuda for free between May and October of this year. Innovative thinking and a world-class product; that's Bermuda!"

And he added that Bermuda's relationship with British Airways was as strong as ever.

"While the recent strikes caused concern, our service out of Gatwick was not interrupted and caused little impact on our visitors," he said. "In fact during the first week of our Island sun promotion British Airways saw 1,800 bookings.

"Bermuda's tourism product is changing and improving — with expanded and revitalised hotel product, new events and activities for our visitors and a continued commitment from our partners, making Bermuda the best destination it can possibly be. We are making great strides in strengthening our tourism product, and we are optimistic of its continued growth.

"We are less than six hours away, safe and friendly."

Chairman of the Bermuda Alliance for Tourism's European Marketing Committee Mike Winfield said the event was a big success.

Repositioning the Island so that it wasn't thought of as a long-haul destination was an important part of the trip, he said.

"It is the same distance from London to Dubai as Bermuda," he said. "It is important that we correct the misconception that we are a long-haul destination.

"Bermuda's hoteliers are dedicated to increasing the number of holidaymakers from the UK. We believe there is significant potential in this market and are working in close partnership with the Bermuda Department of Tourism to ensure that UK visitors receive the best offers and are fully aware of the unique and varied accommodation product available on the Island."