tourism officials reward them with free entry to attractions and free entertainment.

Those are just two ideas used to encourage Hawaiians to welcome tourists, spellbound experts at a tourism conference were told this week.

Mrs. Lynn Cook, head of the state's visitor industry education council, told how everybody from kindergarten kids to businessmen gets the message that tourism matters.

Experts at the second Island Tourism International Forum at Bermuda College, gave her one of the loudest ovations of the conference.

Mrs. Cook shows school students videos which use humour and rap music to get across the message that tourism careers are worth following. Colouring books for younger children tell them that visitors keep the economy going.

She told how hotels are encouraged to adopt schools, giving students visits, summer jobs and talks from employee "role models''.

She described bumper stickers that read "I'm a VIP -- Visitor Industry Professional'', and publicity spots on TV that describe how tourist dollars benefit the whole population.

Every month, her council organises free entry to attractions for locals, and it helps run an annual tourism week to say "thank you'' to residents for supporting the industry. Free entertainment is laid on.

"We have a special feeling on islands that you don't find in other places,'' she said. "It's our culture, our music and our food.

"We're constantly reminding our people why visitors come to Hawaii and why it can work for them.'' Residents have to enjoy tourism if visitors are to enjoy it, Mrs. Cook added.

"We're all in the visitor industry in an island.'' Senate leader the Hon. Mike Winfield, general manager of Cambridge Beaches, told the conference of the challenges facing luxury tourism.

Personalised marketing was an important part of his property's success, but it also had to continually exceed visitors expectations, especially in quality of service.

"We either evolve with our market or die,'' he said. "Our job is not only to satisfy not just the physical needs of our clients, but also to provide an environment where the very spirit itself can be recharged and rejuvenated.'' Marketing expert Dr. Maree Forbes, of Virginia, told the conference today's visitors are increasingly customising vacations for their own needs and turning away from mass sea-and-sun tourism.

"Islands are beginning to suffer from the changing traveller,'' she said. A blend of education and entertainment would be increasingly important, and visitors would demand special-interest holidays with many options.