debate over tourism, saying it's time to stop playing political football with the Island's most important industry.

"We've got to stop fighting each other and get together to find a solution for the good of Berumuda; it's time to stop using tourism to score political points,'' former Cabinet Minister Michael Winfield told The Royal Gazette .

The former United Bermuda Party Senate leader and ex-president of the Bermuda Financial Centre Ltd. -- in a letter to the Editor of The Royal Gazette -- took aim at those expecting instant results from recent Tourism initiatives.

"We have forgotten that any new market and any new advertising approach needs time. We have to make that investment. Europe is a prime example of this,'' he said. "We have seen healthy growth out of Europe, new visitors of the right kind, but already we are hearing doubts on this market.

"Any new market needs a sustained approach and a building of momentum. You can't go in one year and expect to see huge numbers the next.'' The issues confronting the Island's tourism industry transcend political parties and personalities added Mr. Winfield, who said Tourism Minister David Dodwell had been unfairly singled out and treated by those sniping from the sidelines.

"We are given a new Minister of Tourism; a professional in the industry who has been successful with tourism products,'' writes Mr. Winfield.

"A man who has put his own private life so far behind in his list of priorities that I am amazed his wife still recognises him.

"He has hardly been in the position a year... Yet we want results immediately.'' Winfield calls for tourism changes The problems confronting Bermuda are far more complex than that, Mr. Winfield said.

"For years we led the industry worldwide and, in doing so, we grew arrogant, insensitive to the market and intransigent in recognising the need for change.'' Bermuda, he says, is a classic example of an "ageing destination'' that charges "five-star prices'' but delivers only a "three or four-star services and facilities''.

Bermudians need to identify and understand what their product is, he said. Do we go after mass numbers or the more upscale crowd, he asked. "Are we interested in cruise ships or cottage colonies?'' And Bermuda has forgotten its traditional customer, he writes, "the high net-worth sophisticated traveller''.

"Our shops have changed dramatically. They now cater in large numbers to the T-shirt trade. As the standards and variety of our merchandise had declined, so have we turned away from those high net-worth individuals who can afford to pay our rates.'' Mr. Winfield, however, applauded a recent rescue mission by industry players and Bank of Bermuda officers to meet with Boston-based Monitor Company.

"Sure it's the same old people, but they're the ones who've got to make it happen,'' he said.

"Not everyone can be at (Monitor's) table, but all Bermudians are part of the solution, eh said, adding that it takes a lot of effort and a long time to build an image, but just a few seconds -- one criminal act -- to destroy it for everyone.