Department of Tourism officials took another step toward better tourism figures with the announcement of a joint three-year promotional partnership with American Express Travel Related Services.

Bermuda has become Amex's latest partner, after Caribbean islands have for years taken advantage of the association.

One easily recognisable benefit is the fact that Amex will send out literature promoting Bermuda to a quarter of a million people in the Island's target market in the US northeast.

Under the scheme, the Tourism Department and Amex will each contribute $100,000 per year along with marketing resources to a pool that promotes tourism and enhances the quality of the visitor's experience.

Begun 11 years ago with other destinations, Bermuda had refrained from participation, even though the Island was sought out by Amex, said Gonzalo Ruiz Jr., vice president and general manager of American Express Latin America and Caribbean.

The Official Card Programme has been very successful in encouraging tourism in 18 Caribbean countries.

The programme consists of a variety of marketing and tourism programmes, such as advertising in the US, direct marketing to Amex card members, training programmes and sponsorship of key tourism programmes in Bermuda.

As part of the scheme this spring, the two partners created a direct marketing arrangement to ensure more travel to Bermuda.

About 250,000 promotional pieces were mailed in Bermuda's top ten US feeder cities to targeted Amex card holders.

And for the first time, Amex is using the Internet to feature a single destination. Mr. Ruiz said the special promotion for Bermuda was featured on America Online and Express Net, which allows Amex cardmembers access to services such as on-line billing information, travel information and reservation booking.

American Express will also be sponsoring the Bermuda Jazz Festival on the Island in October. Travel & Leisure, a magazine in the American Express Publishing group, has created a four-page advertising section in its August edition for the festival.

The advertising programme created by Travel & Leisure also include direct mail and a page on America Online. It is sponsored by American Express, the Department of Tourism, USAir and the Elbow Beach Hotel.