Hoteliers should have access to a marketing fund in order to better advertise the Island, according to the Shadow Minister of Tourism.

Senator Michael Dunkley said he believed Government should pool its occupancy tax revenues and form a cooperative fund that can be used to bolster Bermuda's market presence.

"The key to this plan is that hoteliers have a direct say in the fund's spending decisions," he said. "They know where their markets are and can be tapped for the most effective placement of advertising dollars.

"What has become clear in recent months is that the awareness of Bermuda in the marketplace continues to be very low while competing destinations are highly active and doing better.

"'We are being outgunned', one hotelier told us this week."

Mr. Dunkley said he believed an advertising fund run by hoteliers and industry stakeholders is what hotels on the Island wanted and needed.

"Right now, there is little sense within the industry of where Bermuda's advertising dollars are going," Mr. Dunkley said.

"A cooperative marketing fund that draws on the expertise of professionals who will directly benefit from the right decisions appears to be one way to improve the performance of Bermuda tourism generally and our hotels specifically."

He added that the Opposition supported the Government's decision in January to grant payroll tax relief until January 31, 2010.

" We support this step because it improves hotel cash flows and the pocketbooks of their employees," he said.