guarantee by Bermuda's hotels. There had been some very early indication that the guarantee has not resulted in better visitor figures but, as we see it, the scheme is still in its infancy.

The good news is that the temperature guarantee has won over American Airlines, which last year threatened to drop its winter service to Bermuda.

Indications from an American Airlines executive are that the results of the scheme are favourable for them.

"The improvements have been very substantial and we are pleased with the response of the community,'' Mr. Horace Hord, American's marketing director for the Atlanta/Caribbean region, said.

"There were some other things we were asking to see an improvement in also, such as stronger advertising campaigns and some special Island-wide or certainly Island-represented promotion to carry through November, December and January.'' Mr. Hord's statement was made during a week when hotel bookings for the winter months remained at or below 1992 levels when the recession was at its worst.

The guarantee scheme offers visitors at participating hotels a 20 percent discount on their room rate for the day if the temperature fails to reach 68 degrees and also offers discounts at 40 stores throughout the Island.

Reactions to the guarantee indicate to us that if visitors get a bit of a break they will respond favourably to Bermuda. This is a highly competitive tourism world and as a result of the recession, the buyer is looking for value for money. The temperature campaign says to visitors and to potential visitors that Bermuda's hotels and stores guarantee Bermuda's value or give you a break. Everybody likes guaranteed value.

It may be that the early figures have not shown the marked improvement people might have hoped for but it is important to remember that we are still in the first month of the first year of the offer. These are early days. It takes time and promotion for any scheme of this kind to become known and generally accepted. We have to give the idea a chance to prove itself and to catch on with the public. We also have to look for other areas where we can convince visitors that Bermuda cares. For too long Bermuda dealt in "take it or leave it'' until too many people decided to leave it. We must demonstrate to visitors that we care about their comfort and their welfare and want to help them have a good visit.

So far this January the weather itself has been kind. The temperature has been above the guarantee every day except one. That's good news for shops and hotels but it is also good news for the visitors who came here despite the generally accepted idea that Bermuda weather is not good in the winter. We think that word-of-mouth spread by visitors when they return home will be a great promotion for Bermuda and for the guarantee.

Bermuda can provide a perfectly acceptable winter holiday with temperatures much more attractive than those to the north. The solution is to make it clear that there is a good deal to do in Bermuda in weather northerners consider springlike. But the mistake would be to suggest sun and surf to people who might be angry when Bermuda does not produce.