MIAMI (AP) _ Headlines about tourists getting shot give image-makers in the city of ''Miami Vice'' sweaty palms.

When a British couple became the latest victims, the tourist industry didn't merely wait for the publicity to die down. It offered a $10,000 reward, flew in the victims' relatives and mounted a campaign to fight such crimes in the city that gained a reputation in the 1980s for drug dealing and gunplay.

''After 'Miami Vice,' it's all been an uphill battle for us,'' said Kent Jurney of the Greater Miami Chamber of Commerce.

''Somebody can be a victim of crime in Peoria, but I doubt the people in Peoria can respond any better,'' he said. ''The message we want to get out is that we do have problems, but we are a city that cares.''

Jurney said about 8,000 crimes were committed against tourists in Dade County last year, including 1,400 violent crimes.

Police would not confirm those figures, saying they do not have a separate category for crimes against tourists. But a police spokesman said crimes against tourists had become the ''in thing'' in Miami in recent months.

John and Rose Hayward of Oxfordshire, England, were robbed and shot Aug. 29 after they got lost in a high-crime part of town and asked for directions.

Mrs. Hayward, 59, was shot in the chest and remains hospitalized. Her husband, 63, suffered graze wounds. The shots were fired through the window of their rental car.

Two men were arrested and charged with attempted murder, armed robbery and burglary.

The Chamber of Commerce, the Greater Miami Visitors and Convention Bureau, airlines, hotels and restaurants came up with the reward and arranged free flights and accommodations for the Haywards' relatives.

The anti-crime campaign - led by law enforcment authorities and the tourist industry - includes:

- Printing 500,000 pamphlets listing safety tips and emergency phone numbers. They will be distributed by rental car companies, travel agencies and airlines.

- Creating a fund to pay for tourists to return to testify against their attackers.

- Improving cooperation between police and prosecutors to ensure suspects face the most serious charge possible.

- Encouraging rental car companies to remove bumper stickers that mark the tourists as easy prey.

Hertz, Budget and Avis agreed to remove identifying stickers and plates from their thousands of cars. Larry Hawkins, a Miami city commissioner, sponsored a bill that would outlaw anything that would mark a rental car as such.

''We've got rolling billboards that are advertising a crime opportunity and we need to stop that,'' he said.

Police also formed the special task force Operation STAR, for Safeguarding Tourists Against Robbery.

Visitors are favored targets because they're easy to spot in rental cars. Criminals also know that they carry cash and other valuables and that they are unfamiliar with the area and unlikely to return to testify, police said.

''What has happened in the last several months, the word has gotten around between the robbers that this is a lucrative crime. It's the in thing now,'' said police spokesman Angelo Bitsis.

In the typical smash-and-grab robbery, a rock is thrown through a car window and the culprit grabs whatever is on the seat. Some tourists are tricked into pulling over by robbers who tell the motorists their engine is on fire or that they have a flat tire.

Marcos Iglesias, a visitor from California, said of Miami crime, ''It's worse in L.A.''

Domingo Garcia, a Venezuelan visiting Miami with his family, also was more concerned about crime at home.

''In my country, it's very dangerous. ... You never know when you're going to become a victim,'' he said while strolling through a downtown shopping plaza. ''Here it's very quiet and pleasurable.''

Still, it's a good idea to warn tourists about dangerous areas, he said.

''If you have a bad experience,'' he said, ''you're certainly not going to have anything good to say about the place.''