Improving service to visitors is the theme of this year's Bermuda National Tourism conference as the Island strives to compete with the best in the world.

Tourism Minister Renee Webb said Bermuda still had some way to go to reach the service levels needed.

The keynote address at the three day conference, which starts at the Fairmont Southampton on Thursday - with a school event on Wednesday at Sonesta Beach Hotel - is from one of America's leading motivational speakers, Keith Harrell of Harrell Performance Systems. Mr. Harrell, from Seattle, has addressed corporations across the United States on the theme of “attitude is everything”.

Ms Webb told The Royal Gazette yesterday that registration was going “extremely well” and she was hoping attendance at this year's third conference would exceed the 350 people of last year.

“In terms of product, Bermuda sells itself in terms of beauty etc., but when people come here, we have to ensure the visit is enhanced through first class service,” she said.

“We are working towards that. Bermuda still has quite a way to go with respect to the delivery of first class service with everyone onboard committed to the tourism industry.

“The friendliness and hospitality that Bermudians are renowned for can be put back into the industry. The message is quality of service. We have got to get the message over of how important this is for everyone in the industry and to give value for money with respect to delivery of service.

Ms Webb added: “We have a number of keynote speakers whose addresses will be significant. We also have industry partners presenting from the hoteliers through to Bermuda Industrial Union, at all levels.”

Shadow Tourism Minister David Dodwell, whose hotel The Reefs was recently voted the best in Bermuda, Bahamas and the Caribbean by Travel and Leisure magazine, will speak on maintaining service in an international award-winning hotel.

Other speakers include government backbencher Dale Butler, the director of training for restaurateurs MEF, Jack Ward, the head of Bermuda Aquarium and Museum Zoo, James Howes, the general manager of Bermuda International Airport, Victor Teye of Arizona State University, Christine Williams of the University of Central England Lancashire, England, Dr Andrew Lockwood of the University of Surrey, England, Barry Brown, the sales and development manager of Travel and Leisure magazine, and John Pell, the head of business operations at Unicorn Tourism.

The Wednesday session for schoolchildren at Sonesta will concentrate on the three A's of “attitude, aptitude, and application,” and is designed to encouraged young Bermudians into the hospitality industry.