year -- and improve its quality of service.

The gauntlet was thrown down by Canadian tourism expert Ms Susan Dowler on Monday.

She told how she had put a fresh gloss on tourism in Alberta and Ontario with a special programme.

And the emphasis had been on boosting the quality of service to visitors, and opening schoolchildren's eyes to a career in tourism.

It was this which pulled repeat visitors to a resort, not so much the standard of hotels and facilities.

"If they are not treated well they will never forgive you,'' she warned.

"The service element becomes even more important in the global competition.

Quality is what makes service.'' Ms Dowler said visitors passed on their holiday experience to friends and relatives.

If they were treated well they will be "yours for life'', she added.

Ms Dowler, the executive director of the Ontario Tourism Education Council, was speaking to the Chamber of Commerce.

Her tourism programmes brought together Government departments, the tourism industry, and teachers, to boost the needs of tourism.

Ms Dowler said she had headed a group designed to better Alberta's tourism product. Although the province was blessed with the Rockies, and had staged the Olympics, something had been missing.

One of the problems was the quality of employees in the industry, she claimed.

Up to 80 percent had not been trained, and 70 percent received no on-the-job instruction.

There was a tendency to downgrade the tourism industry, and not see it as a worthwhile career.

Youngsters wanted to become lawyers, doctors, accountants, and teachers instead.

Ms Dowler said her group set out to boost awareness of a career in tourism, from the kindergarten right through the school system.

Youngsters were introduced to tourism through videos, featuring prominent people in the industry.

"I am sure there are people in Bermuda who could be used as role models,'' she said. It was essential, too, for the community to work together for common goals.

These included improving the tourism image, and the quality and quantity of the workforce.

Ms Dowler, stressing how impressed she was with Bermuda, said the Island had all the ingredients to repeat her success.

And she challenged Bermuda to make headway over the next year, before she returns.