In the wake of a consistent decline in air arrivals and larger cruise ships that carry more passengers, the Minister of Tourism has undertaken a review of current marketing and cruise ship policy.

The focus of the "fresh, exciting'' advertising campaign, is the first time visitor who will be targeted more than ever before.

At a morning press conference at Global House yesterday, the Hon. David Dodwell outlined the first two phases of a plan that he hopes will halt the downward spiral in air arrivals.

The Department of Tourism's North American Marketing and public relations programme will be reexamined over the next couple of weeks.

"Just recently I have ordered and asked for a full review of the North American Marketing plan,'' said Mr. Dodwell. "That includes both the marketing plan and the public relations plan in preparation for 1996.'' Mr. Dodwell said his Ministry has examined the various marketing schemes to see what they have produced.

"As Minister I have to look at the results. I think that everybody in the community will understand and share with me the fact that the numbers are down and we are disappointed as a result of that.

"As the new Minister I see that we have two directions to go. One is to produce some short-term goals and the other is to produce long-term goals.'' In the short term, Mr. Dodwell said his Ministry was intent on getting numbers up in 1996.

To accomplish this he met with the Department's advertising agency in New York and challenged them to make significant changes that would result in improved air arrivals.

"We want a fresh approach,'' he added. "We want them to try to create something that has an impact and that can energise people -- to make that reservation and get them to come to us.

"One of the most important things about this advertising review is that it must change significantly to be able to have that call to action that we desperately need at this point. The research shows that it can be done.'' The Minister said the moves currently underway must not be seen as the only resolution to the soft air arrivals over the past 15 years.

He said it would be unfair to blame that decline on advertising and marketing alone.

A fairer assessment he said would look at advertising, the Island's tourist product, the facilities Bermuda has to offer and services.

Moreover, the Minister said the review aims to rebuild an emotional attachment to tourism in every Bermudian's mind.

"Whilst the advertising is important,'' he said. "Once people get here it is equally as important to be able to deliver what they are expecting.'' The review he said has already started and will continue over the next five to six weeks with a draft outline prepared by late November or early December.

Ultimately he said the improved Tourism advertising campaign will be ready by February 1996.

Meanwhile, the Minister said the current cruise ship policy was also being reassessed because many ships have surpassed the 45,000 ton mark. This means that the average number of passengers will increase from 1250 to nearly 2,000.

Such dramatic modifications Mr. Dodwell said have resulted in a need to step back to see where changes needed to be made. He has appointed Mr. Terry West to head the committee.