the Island under a new scheme announced yesterday.

With 48 percent of existing visitors having already been to Bermuda, Tourism officials are keen to tap into the resource and see the scheme as ensuring their future loyalty.

Final details of the Bermuda Frequent Visitor Programme were not released but the scheme is expected to offer improved accommodation, gourmet meals or cheaper rounds of golf for example.

The scheme is due to start with the upcoming "Fall into Spring'' promotion and will reach existing vacationers by the Internet or direct mail.

Tourism Minister David Allen announced the move earlier this week and said the plan would not offer cash rewards but extras to "increase the value of the on-Island visitor experience''.

"We anticipate this as being very successful,'' he said. "Our repeat business is one of the highest in the world. Travel agents like to have satisfied customers, then they have repeat customers. We want to celebrate those people.

"Repeat visitors will be rewarded with value-added aspects of their vacation, commiserate with the number of visits they have made from the original base point.

"If they make "x'' number of visits they will get something.'' The scheme is being backed by the Government and the private sector, with both parties hoping it will inspire the same kind of loyalty as airline frequent flier schemes.

The Minister also announced an updating of the Department of Tourism's websites, with a new section aimed at attracting potential new investors to the hospitality industry.

In addition it will have a "news'' section featuring daily updates on consumer and trade related items.

The website is currently being redesigned and relaunched by US direct marketing agency Bran Blau.

Mr. Allen hit back at suggestions that his efforts were concentrating too much on existing clientele, when he should be going after new business.

"We are concentrating on new visitors, that's why we have new airlines, that is why we are advertising on the west coast. We are going after new markets,'' he said.

The Minister highlighted an increase in visitors from Canada and Europe, and a new charter air service from Chicago to Philadelphia and Bermuda, in conjunction with Apple Vacations.