Escalating gun violence is the biggest threat to tourism Bermuda has faced in 30 years, according to a top hotelier.

Michael Winfield, chairman of the Bermuda Alliance for Tourism, said international media coverage of the four "shocking murders" on the Island since December 5 created "yet another serious and significant challenge to our tourism industry".

The Cambridge Beaches president and CEO told The Royal Gazette: "For us to be receiving attention as an island with gang-related crime is extremely damaging.

"One of Bermuda's strongest selling points has, traditionally, been its safety and friendliness and for that main plank of our profile to now be threatened is alarming; this at a time when projections are already very poor. We need everything going for us, not these shock reports being covered in the international media."

Mr. Winfield said: "In my three decades in this industry I have never seen our industry so threatened.

"This is not just one more blip in the tourism picture, this is a sustained and hugely significant set of circumstances that is eroding our numbers.

"This is a time when we must pull together. We must demonstrate, as a people, that we can emerge from this sad period in our history and recapture the spirit of friendliness and safety that has made our Island the destination of choice for so many."

Mr. Winfield said threats to tourism "attack the security of so many of our people who are employed either directly, or indirectly in the industry".

"Perhaps understanding how so many of our people are now being directly impacted by these horrendous actions will encourage more people to come forward with the needed information," he added.

"Remaining silent only encourages further action by the criminal element. As long as they feel protected, they will carry on and who knows who will be next. We can no longer hide in our own homes, hoping this will all go away and that we will not be affected. The reality is that whether we drive taxis, work in shops, in hotels or any other business that needs visitors, we are now being impacted."

Premier and Tourism Minister Ewart Brown issued a statement this week insisting: "Bermuda is still as safe as always for our visitors."

Dr. Brown said: "As dreadful as this recent spate of violence is, there is no evidence that any of the violence is aimed at visitors to the Island."

But Shadow Tourism Minister Michael Dunkley agreed with Mr. Winfield that there was always the potential for the violence to lessen the Island's attractiveness as a holiday destination.

"That is why two things need to happen," said Senator Dunkley. "[We need to] get on top of our current issues and also get into the key markets and promote the Island in a tasteful way as we head into the spring."

Craig Cannonier, from Bermuda Democratic Alliance, said the rising number of murders was of concern to locals, guest workers and visitors alike.

"It is foolish to believe that this violence does not effect the economy," he said. "The very fabric of our society is under threat and statistics like these harm us even more."