A daily, all-year service between Bermuda and Boston could be the next step in JetBlue's commitment to the Island.

And the airline's CEO Dave Barger, making his first visit to the Island, has given a few pointers on how he believes Bermuda can rejuvenate its appeal as a tourist destination.

Smart moves would include focusing tourism marketing dollars on places where the most potential customers are to be found and upgrading L.F. Wade International Airport.

The airline president was surprised to hear about the number of hotel rooms that have been lost on the Island over the years, and the recent decline in passenger numbers at the airport.

"Losing those hotel rooms – that's had an impact. That's a big deal," he said. During his visit he met with hoteliers, together with Tourism Minister Patrice Minors, Transport Minister Terry Lister and airport officials.

However, during his 24-hour stay he spoke glowingly of his initial impressions and surprise that such a desirable destination is only around two hours flight time from New York and Boston, which are main hubs for the low-cost carrier.

"Bermuda has opportunities. There are a lot of people in New York and Boston who don't know there is somewhere so close that they can visit all year around that has good temperatures, has golf, tennis, boating, and has a different culture. That is the number one message," said Mr. Barger.

JetBlue began its service to the Island in May 2006. It flies twice daily to New York's JFK Airport and has daily flights to and from Boston during the summer.

"We are committed to this market. We can do much better than we are doing," said the airline boss.

Chad Meyerson, JetBlue's global sales director, said the company had seen some decline in passenger numbers during the off-season, and this was something he believed could be addressed by increasing awareness in the New York and Boston markets. He added: "There is a healthy flow of passengers in both directions. That balance helps us. Bermudians love to travel, to see family and to shop."

What he, and Mr. Barger, would like to see is a reallocation of Bermuda's tourism marketing budget to primary markets.

"We have seen the effectiveness of advertising spending when it is done well. We see the growth. Likewise, when the advertising is pulled back we see the effect. It is about the allocation of assets to the key markets – picking the ones that are most relevant," said Mr. Meyerson.

Mr. Barger said: "We have always been about how to stimulate more traffic. There is no reason why we, the largest airline in Boston, should not be flying daily from there to Bermuda all year around."

He added: "We will put in the aeroplane if we can see a return on capital. We want to be part of the solution."

Initial plans for the redevelopment for L.F. Wade International Airport were seen by the JetBlue team. Mr. Barger said: "I was delighted to see the master plan for the new terminal. That investment is important."

The airline boss is currently visiting all 62 destinations served by JetBlue in order to meet with staff during the company's tenth anniversary year, gathering feedback on how to make improvements and also to personally thank them for their efforts, which have helped the company to a third-quarter profit of $59m this year.

The company is also preparing to start new services to Alaska, Turks and Caicos and Hartford, Connecticut – the last of those being particularly welcomed by Bermuda's hoteliers, according to Mr. Barger, in view of business links between the Island and the US.

Mr. Barger said the company was continuing to attract customers because of its competitive prices, in-flight service and its mission to put the customer 'above all'. A further attraction is the recently completed JetBlue terminal at JFK Airport, which flows around the landmark, former TWA flight centre.

There is the potential prospect of more access for JetBlue passengers to the original building, which was designed by Eero Saarinen in the 1950s and opened in 1962. Closed since 2001, the building's stunning exterior and interiors are protected and hearken back to a classic era of air travel.

Mr. Barger said: "It's like a movie set. I keep expecting to see Frank Sinatra or Doris Day walking through. And the amount of nicotine that was cleaned off the ceilings in there reflects just how much smoking went on in airport terminals back then."