Italians will be targeted in a $225,000 bid to bring more visitors to Bermuda, the Tourism Minister announced yesterday.

Through British-based travel consultants, Communications in Business, the Island is marketed across Europe.

But research indicates Italy is a potentially lucrative market that should be tapped.

Yesterday the Hon. David Dodwell announced his department is to invest the cash to employ Ms Annette Calanna, based in Milan, to act as the Bermuda representative.

In addition 30,000 brochures will be produced specifically for the Italian market, a public relations campaign launched and a Bermuda office set up, also in Milan.

"We feel it is entirely appropriate and necessary at this particular time to pursue this market more vigorously,'' said Mr. Dodwell.

Currently only about 700 Italians make the trip to Bermuda, but this could be substantially increased through marketing, the Tourism Department believes, as Italians do not mind travelling long distances for vacations.

It is also a potentially rich market, with large potential for group and incentive travel - where businesses reward successful employees. Italians also spend an average of 12 days on holiday.

"The Italians are very sophisticated travellers, stay for longer times and are big spenders,'' added Mr. Dodwell. "Some of the other Islands have actually set up offices in Italy and we thought the best way would be to appoint someone.

"We have offices in the UK, Sweden and Munich. This will be the fourth office for Bermuda's expanding European market,'' added the Minister.

Italy is now the third largest European market for travel expenditure and seventh in terms of tourism expenditure.

"Many competitive destinations are already well established in Italy and it is vitally important that Bermuda takes full advantage of this strong emerging market and that we have competent representation on the spot.

"We have therefore extended our European effort to include a representative in Milan. We feel that this is the most logical and cost efficient route to take in our efforts to get more Italians coming to Bermuda,'' said the Minister.

Meanwhile, the Director of Tourism, Mr. Gary Phillips, yesterday announced a switch in the person directing British and European marketing of Bermuda. Mr.

Derek Brightwell, a director of Communications in Business which has marketed Bermuda in Britain and Europe since 1985, is relinquishing his Bermuda portfolio to Ms Pippa Grive.

Yesterday, Ms Grive, who will replace Mr. Brightwell as Director of Bermuda Tourism for the UK and Europe, said: "It is going to be very challenging, but a great opportunity for me.

"Britain and Europe is a small market compared with the US, but it is still an important market for Bermuda and I hope to see growing.'' She sees the Island's strengths as its safety and beauty as well as its relatively easy accessibility -- with a seven hour flight from Britain compared to 12 to the Caribbean.

Ms Grive said she hoped to create the "buzz and the beach'' philosophy around Bermuda. "There are many great points about Bermuda and this is what we need to be putting across.''