A huge push is to be mounted by Bermuda's newest attraction to pull in more visitors.

The Bermuda Underwater Exploration Institute has had a disappointing, but not unexpected, number of customers during its first year of operation and is about to go on the offensive to get more people through the doors.

And top of the hit list are the 170,000 cruise ship passengers who pour into the Island during the spring, summer and autumn months.

The $22 million institute has been disappointed with the number of sea-borne visitors to its exhibition and Board of Trustees chairman Lt. Col. Brendan Hollis said a strategy is set to focus on getting them to the centre.

Around 300 a day have been recorded through the doors and in the first six months 18,000 people visited. Initially it had been thought up to 120,000 people would be needed to make the centre a success.

Trustee/consultant Wendy Tucker said they expected to hit their first year target of around 60,000, and thereafter slowly build up numbers.

A number of major changes to the exhibition rooms are also planned -- based on lessons learnt during the first year and visitor feedback.

Making the exhibits more attractive and interesting to children is a major thrust, as is the provision of refreshments and alterations to the much-hyped "dive''.

More is to be made of Bermuda's diving achievements and an innovative live video link-up to the wreck of the Pollockshields is planned.

Lt. Col. Hollis said a lot had been learned from the first year and it was expected it would take at least two years before the BUEI became an established local attraction.

Visitor feedback was positive and particularly encouraging from overseas customers, he said.

"Overall we are very pleased,'' he said. "An area where we are down is visitor numbers but numbers are down on the Island overall, so that is not unexpected.

"It would have been nice to be surprised. We know that the first two years are probably going to be when we develop and fine tune everything.

"It is a big project and there is a lot to learn.'' In addition to the exhibitions, the non-profit making organisation has also set up a summer camp for children and has aided ocean research. And it has gained international status through the work of its consultants.

Its initial start-up cost was around the $10 million mark but Lt. Col. Hollis said the figure rose to $22 million after plans were formulated and changed to include new designs and features.

Touring the BUEI: Page 2 Underwater institute putting more focus on families The success of auditorium, meeting rooms and gift shops have all made valuable contributions to the balance sheet, but Lt. Col. Hollis said they were also looking at other ways of bringing in revenue.

"With something like this, we have got to be able to cover our expenses. We will be looking at ways to generate more income.

"We have got these other functions which contribute to the maintenance of the centre. We have got to have these; there are very few museums that can get by on admissions alone.

The first year had been a learning curve for all involved the project, said Lt. Col. Hollis, and there were many things that had come from those 12 months.

In particular, he said, it was evident that certain displays had to be improved and changed, and more had to be done to make the exhibition attractive to youngsters.

The emphasis was on education, but there would be a push to make it more child-friendly.

"It is not terribly exciting for younger children. You can't beat the Aquarium for that. It is superb and we wouldn't to try and match it.

"The problem is trying to do something entertaining for them while trying to keep the educational aspect.'' Other improvements planned include an enlarged Bathysphere display, new videos and changes to the "dive'' elevator.

The exciting live video link with a shipwreck is being funded by donations, and although its cost not yet known, it is expected the BUEI will have to contribute a few thousand dollars.

There could also be changes at the top, as the board of trustees take steps to replace executive director Nancy Brennan, who left in December.

At present the BUEI is being run by deputy chairman Michael Collier and consultant/trustee Wendy Tucker but Lt. Col Hollis said there are plans to find a new director to take the helm.

Treasurer is Terrence Richards, the other deputy chairman is Michael Butt and secretary is Rachel Hutchings. Former deputy chairman Jack Lightbourn has left the board of trustees to become a life trustee and John Casling has become a trustee.