THE Bermuda Ministry of Tourism is literally blazing a trail in the world by creating the first cross-boundaries co-operative campaign to target black tourists.

Its new African Diaspora Trail project not only seeks to highlight sites in Bermuda relevant to black history, but also to encourage other countries to do the same and adopt the Ministry's own trail logo.

"The Minister, David Allen, wanted to find a project that would help Bermuda build relations with the Caribbean," said Michelle Burrows, manager of special projects at the Ministry of Tourism. "This also builds relations with the African Travel Association, African nations and parts of the United States that have a strong African history."

The Ministry decided to develop this trail to identify, conserve and promote historic sites linked with the development and progress of people of African descent in Bermuda, and market tourism activities related to these sites in the international marketplace.

The trail in Bermuda highlights at least 13 sites and more are being considered. Some locations on the local trail include St. John A.M.E. church in Bailey's Bay, The Royal Naval Dockyard, Barbers Alley and the slave cemetery at St. Peter's Church in St. George's among other places.

To highlight the need for world collaboration, the Ministry of Tourism is organising an African Heritage Diaspora Trail Conference to be held in May.

Speakers from all over the world will lecture at the conference including Jemadari Kamara, Professor of the Africana Studies Department from the University of Massachusetts; Louis D'Amore, founder and president of the International Institute for Peace through Tourism; professor Hilary Beckles from the University of the West Indies and Donna Howell, senior partner at Ebony Associates among others. The conference will be opened by the Anglican Archbishop of South Africa, Revd Njongonkulu Ndungane.

Ms Burrows said Bermuda is breaking new ground with the project because there has never before been a cross-borders co-operative effort to target tourists of African heritage.

"Before, everyone did their own thing," said Ms Burrows. "This was a way to build relations between us and other countries."

The African Diaspora Heritage Trail idea was conceived in Bermuda. Now sites all over the world are adopting the Ministry of Tourism's trail logo.

"Bermuda is considered the meeting place for the marketing for it," said Ms Burrows.

The trail is actually part of a worldwide tourism trend to tap into the African American market.

"For some years now, it has been generally recognised that there is a growing interest among persons of African descent in tracing their ancestry, or `roots'," said Tourism Minister David Allen. "Indeed, the phenomenal success of author Alex Haley's novel, Roots was directly attributed to this.

"This has also led to growing interest in visiting countries from whence these roots had first sprung, notably those in West Africa. It is also a fact that many African Americans have had an interest in visiting Bermuda and the Caribbean because of cultural and ethnic affinity.

"However, the African Diaspora Heritage Trail will intrigue potential visitors of any ethnic background, and assist conversion of that interest into actual travel bookings."

The Minister said Bermuda is "maximising the yield" from tourism by targeting "discerning visitors looking for more enriching travel experiences".

"Many are particularly interested in cultural experiences which familiarise them with the history, heritage and people of the country they are visiting," said Mr. Allen. "It is important that we offer these visitors unique and high quality experiences that go far beyond the usual `sun, surf and sand' experience.

"Historic or cultural "trails" which link common historical or cultural experiences have enjoyed great success as tourism marketing vehicles elsewhere in the world. "Experience has shown that many visitors will go out of their way to visit sites so designated and particularly those that form part of an overall theme or trail.

Such trails serve to focus attention on specific sites and a unified culture, history or heritage."

The African Heritage Trail Diaspora Conference is from May 25 to 28. Tickets are $100 and include a range of activities. For further information contact Michelle Burrows at 297-7981.