Tourism officials are hoping the initiative currently underway in the United States will see immediate benefits in air passengers.

As representatives of the industry tour east coast cities with Premier Jennifer Smith and Tourism Minister David Allen, they are aiming for instant results.

It is anticipated the lavish roadshow -- which is taking Bermuda directly to Boston, New York, Atlanta and Philadelphia -- will help bring an 8.5 percent increase in 1999.

In 1998 289,980 air visitors came to the Island, 303,248 in 1997 -- but it is hoped this summer will top the 325,000 mark.

Last night, the tourism spectacular got underway with a grand show with Gombey dancers and part of the Bermuda Regiment Band heralding the re-birth of Bermuda tourism.

Premier Jennifer Smith told the audience she was proud to be a part of the initiative and that it showed that Bermuda meant business about its product.

Tourism Minister David Allen said the Island's rebirth was long overdue and it was time for Barbados, Bahamas and Jamaica to ''move over because Bermuda is back and here to stay''.

Earlier during the day, Gombey dancers performed for the crowds in Copley Square.

Northeast regional sales manager Thomas MacDonald predicted the rise in business after seeing travel and tour operators innundate his Boston office for tickets to the tourism roadshow at the city's Copley Hotel.

Big players from the Massachusetts area were shown what the Island has to offer now, and along with major travel writers from the Boston dailies, it is anticipated they will see a surge in interest in Bermuda in the coming weeks.

"These people are extremely important to Bermuda,'' said Mr. MacDonald.

"They are agents who bring hundreds and thousands of air visitors to the Island.'' The New England area, which covers states such as Maine, Vermont, New Hampshire and Massachusetts, accounts for 28 percent of overall air business and it was seen as vitally important to get the message across that Bermuda was back in business as a destination.

Tour and travel companies, such as TNT, American Express, AAA and Garber Travel were among those seeing at first hand just what the Island has to offer now.

Delaey Robinson, on the trip as representative of the chairman of the Board of Tourism, said the whole idea was to explain the new ground that was being broken in tourism terms.

He said developments such as the Daniels Head eco resort, Camberley in St.

George's and investment at Elbow Beach spoke volumes for the potential.

And, he added, the programme would bid to attract new operators who hadn't sent business to Bermuda before.

Boston Gombey party: Gombey's entertain Bostonians in a park near the Copley Plaza Hotel yesterday.