executive'', during the peak months The Royal Gazette has learned.

And they will be also be aimed at women, with advertisements in such publications as Tennis magazine and Martha Stewart's Living.

Recently completed research conducted by an American marketing team, and presented to hoteliers at the Hamilton Princess earlier this week, revealed 93 percent of the 300 first-time visitors surveyed, said "rest and relaxation'' was their number one reason for travelling.

Also high on their list were beach beauty and cleanliness, personal safety and the lack of hassle in their chosen destinations.

Although the first-time visitors surveyed were wealthier than the general American population, their main complaint was that Bermuda was an expensive destination. Many felt that they did not get the value they expected for the money they spent.

A second complaint was that they did not find Bermuda a good place to bring children.

However, 93 percent of those who visited said they found the Island to be very safe. No other competing destination ranked that high.

A survey of some 60 travel agents situated in Boston, Atlanta, and New York, showed that they did not recommend Bermuda as a possible destination when approached by people who expressed an interest in a warm, sunny overseas vacations.

Agents were only able to mention typical things about the Island such as its beauty and cleanliness but not anything specific.

Ms Abigail Hirschhorn, who presented this portion of the research, said it was important to educate travel agents about the Island, emphasising Bermuda's uniqueness.

In addition to the surveys conducted with the first-time visitor and travel agents, the marketing team explored the perceptions of African Americans who fit the income and corporate profile of a typical Bermuda visitor.

Overall, those African Americans surveyed saw Bermuda as an expensive place that attracts the wealthy. Those who had visited, wanted more nightlife and shopping.

Mr. Peter Smith, assistant director of marketing for the Department of Tourism, expressed some surprise at the high value North American visitors placed on the beach.

"We have been trying to emphasise what makes us different from our competitors,'' Smith said. "We've tried to downplay the role of the beach and instead emphasise the way Bermudians are.

"It looks like we will have to rethink our approach given this research and move into something different since our campaign has been copied by some of our competitors.

"It's time to move on. We will develop a new campaign next year -- it probably won't come out until the spring of 1995. We are taking our time. It's not like what we are doing right now is wrong, but things have moved and we have to move right along with them.''