A famous London landmark will be "turned pink" this Wednesday as the Department of Tourism heads to the UK to lure more visitors to the Island.

Premier and Tourism Minister Ewart Brown will lead a delegation of 20 representatives from the department, the Bermuda Hotel Association and some of the Island's hotels, for a UK road show.

As part of the road show Bermuda will host 300 guests at the Café de Paris Wednesday evening.

According to a tourism spokesman: "The Grade II listed building will be turned pink for the evening complete with beach and golf scenes representing Bermuda's two distinct holiday seasons 'Beach & Sizzle' from May to September and 'Golf & Spa' from October to April."

Café de Paris is located in the centre of London's Piccadilly and has been an opulent, high society venue since it opened its fabled doors in 1924.

Included in the 300 guests are 120 journalists.

Director of Tourism, William Griffith, said: "The road show will let us spread some Bermuda sunshine across the UK giving the Bermuda Department of Tourism and our valued hotel partners a chance to speak one-on-one with the tour operators, sales managers and reservations teams who are so imperative to our success in growing business from the UK market.

"The hoteliers must be congratulated in leading, as well as being very proactive, with this initiative.

"I am looking forward to seeing the productive and meaningful results that come from discussions in each of the city stops.

"Tourism is a top priority for Bermuda, and we look forward to attracting more UK holidaymakers to our beautiful Island."

The road show will also travel through Chester, Manchester, Birmingham and Winchester.

Other highlights include trade evenings at Harvey Nichols in Manchester on Tuesday and London's Aura Mayfair on Thursday.