N THE ATLANTIC
And how are you today?' 'Have a
nice day!' Anyone visiting Ber
muda will hear these words
many times each day. They're not just
the obligatory polite phrases, but
genuine expressions of warm interest.
Bermudians are sociable people who
easily make contacts with strangers. A
characteristic that stands them in good
stead in the tourist industry where hos
pitality is so essential. The island's sixty
thousand inhabitants welcome almost
six hundred thousand tourists every
year. By far the majority of these vis
itors carry an American passport, as
many as 85%. The Canadians come sec
ond in the rankings with 7%, followed
by the British (6%) and the rest of
Europe (3%).
In Bermuda tourism started at the
end of the nineteenth century. Locally
the belief is that the first cautious steps
along this road were taken after the
'Heineken products are available
in one hundred and fifty countries
throughout the world', we read in
the new Heineken brochure. Obvi
ously, the countries we first think
of are the United States and most
of the countries in Europe. But
Heineken products are obtainable
in a surprisingly wide variety of
countries in all corners of the
globe. Bermuda is one such coun
try. With scarcely sixty thousand
inhabitants and with an economy
based largely on tourism. But if you
thought that the island's beer con
sumption w ould depend entirely on
the tourists, you'd be on the wrong
track. The Bermudian is committed
to beer and specifically to the Euro
pean beers, like Heineken and
Amstel, which together have the
majority share of Bermuda's beer
market.
THE WORLD OF HEINEKEN
