weaknesses in Bermuda. The Royal Gazette will be looking at what can be done to boost the Island's main industry.

*** While the declining air arrivals are a source of unending concern for Tourism Minister the Hon. C.V. (Jim) Woolridge, crime, especially that aimed at visitors, has caused him many a sleepless night.

Whether it involves fielding a call at his home from a visitor who has just been robbed or interceding with a hotel manager for few complimentary extra days to ease the pain, Mr. Woolridge works overtime to ensure that visitors who have been robbed or assaulted, leave Bermuda with the best impression.

But the spiralling crime continues unabated and Mr. Woolridge is uneasy.

"Every one must recognise that when people come on vacation, the last thing they think about is being robbed or violated,'' he said. "When this happens they will leave here and never return.'' Although crime, and attempts to address it, has certainly been a central plank in his scheme to improve Bermuda's tourism product, the declining air arrivals are as unsettling, if not more so.

In fact, recent figures suggest a disturbing trend. So far 156,140 air arrivals had come by June 11, which represents a fall of more than 10,000 people when compared to the same period in 1994.

Some 203,539 visitors have come to Bermuda since January 1, a drop of 7,770 visitors or 3.6 per cent when set against the 1994 figure.

Do these figures spell doom for the industry? Mr. Woolridge says an adamant and resounding `no'.

And it appears he may have a point. Although arrivals are down, visitors spent $64 million during the first quarter of the year making it one of the best ever.

"It's fair to say all destinations have experienced some degree of concern this year,'' he explained. "The Caribbean has had a very disappointing time, so has Switzerland.'' An example of this trend, is that air arrivals to Barbados from the United States were down almost eight percent in January and February -- the destination's busiest months.

In Hawaii arrivals fell by over five percent in February and by almost two percent in March. And travel to Europe according to the New York Times is also down because of the weak dollar.

"Even the United States, from whom we get some 84 percent of our visitors, is going through tough times,'' he added. "Both Boeing and IBM have laid off 1,200 and 4,500 people. New England has been hit by a recession.'' As a consequence of these untoward events, Mr. Woolridge said there is currently a campaign to get Americans to have their vacations at home instead of going overseas. Similar polices existed in Canada and Spain.

"We will never be able to substitute the European visitor for the American,'' he continued. "With our proximity to the eastern seaboard that will always be the case.

"But the long-haul European visitor needs considerable disposable income and we can't generate those kinds of numbers.

"In the last 10-15 years a lot of the smaller destinations have opened up with new physical plants and more competitive prices. The airlines are also offering cut-rate prices so they have been able to get off the ground.'' This summer, American Airlines has already slashed ticket prices to the Caribbean by 35 percent for travel between June to October.

Mr. Woolridge said although Bermuda does offer quality vacations to visitors, some just want to experience other places.

In spite of that Bermuda still has a high -- 46 percent -- repeat factor which must not be forgotten.

Mr. Woolridge said the thrust of the Ministry's advertising campaign has been to clarify the type of destination Bermuda is.

"We must also be cognizant of the fact that Bermuda has no monopoly on fine golf courses or marvellous beaches. Just look at a place like Florida.'' Americans are also competing for the lucrative convention business, Mr.

Woolridge continued, with Boston, New York and Atlanta all building large hotels and convention facilities to encourage executives from top companies to stay at home.

And with the host of domestic carriers and feeder hubs in the United States, Americans can go anywhere very easily.

Still, Bermuda must, he said, emphasise those features that make it unique and this will continue to lure visitors.

"Bermuda is unique and it gives people the feeling they are in a foreign land. They are amazed by our architecture and the warmness and friendliness of our people.

"It's absolutely essential that we don't lose that. Bermuda still has an appeal and identity all its own whether it is our, Bermuda shorts and long socks, our clean countryside, lack of billboards, neon signs and lack of clutter.'' Mr. Woolridge said the Ministry's $12 million marketing budget, had produced $546 million for Bermuda, most of that coming from air arrivals because cruise ship visitors only spent $41 million last year.

"With all the capital projects we have had to assume this year, like the Airport, we've had to trim our lamps. My budget ($29 million) is the same as it was in 1989. As a result, we've all had to cut back on magazine ads and television exposure as we've tried to do more with less.

"We will never be able to duplicate the 1980 levels. We had 10,500 then we have 8,551 now.

"I am deeply concerned with the state of our physical plants. They all need an infusion of capital to be competitive with the other destinations.