Bermuda?s hoteliers are hopeful that additional flights to Bermuda from Europe and the United Kingdom, as well as future branding of the Island in North America will pay off in 2006.

So much so, that many hotels are investing heavily in their physical infrastructure.

President of the Bermuda Hotel Association, Michael Winfield said: ?They do so having declared to Government the very real need to increase arrivals to Bermuda, decrease costs and to finally start to see some return.?

Mr. Winfield said 2006 has the potential of being a very good year and while the first quarters projections are not, as of yet, particularly encouraging, it was still very early and many of the plans discussed were not yet in place.

He felt the United Kingdom and Europe represented areas of real hope for Bermuda?s tourism in 2006 with the advent of daily flights from London with British Airways in March and the weekly service from Munich over the summer.

Mr. Winfield said the new Bermuda Tourism office in London, which is focusing on the United Kingdom, Germany and Italian markets, all bode well.

He said hotels are also very excited about the potential of Jet Blue servicing Bermuda, adding that USA 3000 has done well for the Island and while he hoped to see their frequency and gateways expanding in 2006, he saw Jet Blue as having the potential of redefining and reinvigorating tourism to the Island.

?The cost of seats to Bermuda, has, without question, been a major impediment working against our recovery,? he said.

Meanwhile a great deal of work is underway between the Bermuda Department of Tourism and the Bermuda Hotel Association. Mr. Winfield said together they would do whatever it takes to make 2006 a successful year.

?The Government Hotel Owners Meeting in December has led the hotel side of the community to dare to hope for a revitalised relationship with Government and a shared commitment to address the challenges that stand between us and a successful industry.?

?We are now identifying those challenges specifically and hope to work with Government representatives between now and our next meeting, which we hope will be in March, with a view to collectively agreeing solutions and methods whereby we can begin a real recovery,? Mr. Winfield said.

The Hotel Association also hopes to see a new branding, new imaging and a new focus in Bermuda?s marketing in North America in 2006.

?We continue to believe that Bermuda?s awareness as a close, safe and attractive vacation destination has dropped to levels we have not seen before,? he said. ?We need to get out there, market to people that can afford Bermuda and who will appreciate our very special attributes.?