UK tour operator Prestige Holidays has urged Bermuda to resist the temptation to go after mass tourism markets.

Representatives of the Island's top independent British tour operator said they believed there was a rich seam of potential customers that could provide steady growth in the next five years.

But they added that those holidaymakers and existing clients would be "turned off'' the destination if it started appearing on the shelves of high street travel agents, a move which could possibly flood Bermuda with visitors.

Prestige Holidays deputy managing director John Dixon said his company had seen increases each year and now sold about 1,500 holidays a year.

And these holidays, he claimed, were worth three times as much as their US counterparts because of the length of stay and money spent by the UK visitors.

"It is different than the US. There are never going to be massive leaps from season to season,'' said Mr. Dixon. "If there is enough investment, leaps will be made, but it will take four to five years.'' Forty five travel agents from Prestige, in conjunction with the Department of Tourism and British Airways, have come to Bermuda for a familiarisation trip this week.

Mr. Dixon said these agents operated in niche markets where they knew their customers' needs in a holiday.

And, he added, the temptation of forming a link up with a major UK high street tour operator, promising big bookings and large increases in visitors, should be avoided to stop the risk of killing the things the existing market come for.

"Our advice would be be brave, resist it. You will not be involved in a partnership, you will be subject to a dictatorship,'' he said.

Cheri Dixon, marketing manager for Prestige, said Bermuda's high quality and unspoilt nature was its attraction, adding that parts of the Caribbean had already suffered from the after-affects of mass tourism.

"Some places are starting to pay the price because some of the big tour operators have gone elsewhere,'' she said.

The Dixons are spending the week showing the agents around the Island, meeting hoteliers and running the rule over the tourism product. They also have a gala dinner to be attended by the Premier on Friday.

The upcoming Hotels Concession Act 2000, they said, would provide valuable investment in the infrastructure.

And they added that the UK could provide a steady increase of visitors, particularly families, if guests believed they were being offered value for money.

Even customers paying thousands of pounds want to feel their money is buying quality.

And while the Dixons have commended the Department of Tourism for its support of the British market, they said they did not want to see all the hard work diluted.

Much of their, and their agents', time is spent convincing the British that Bermuda is not part of the Caribbean, has different seasons and is unique, they said.

As their agents spend time getting to know the Island, Bermuda can look forward to an increase in bookings immediately following their familiarisation tour -- the excitement reportedly translates into sales as soon as they touch down.

Travel agents Bridget Wallace and Howard Edgington said the knowledge they took back would reap dividends with their up market clients who relied on their good advice.

Both operate independent agencies offering old fashioned service and high quality holidays, rather than the supermarket-style packages and the high volume of the big name tour operators.

And much of their work involves assessing their clients and then suggesting a Bermuda holiday if it is applicable.

"It is very rare somebody asks for Bermuda. It is up to us to ask if they have ever thought of Bermuda,'' said Mrs. Wallace.

Both said room rate reductions for children would go a long way to making it more attractive to families, families who would think nothing of spending $5,000 on a two week break to the Island.

And with the good local infrastructure and safety of the Island, they said there was no need to offer all-inclusive packages.

An Island promotion: Forty five UK travel agents are currently on a fact-finding tour of the Island, which will enable them to sell more Bermuda vacations. Pictured, from left to right, are John Dixon, deputy managing director of tour operators Prestige Holidays, travel agents Bridget Wallace and Howard Edgington, and Cheri Dixon, marketing director of Prestige Holidays.

TRAVEL TOU