trenches in the battle to win back Bermuda's share of the tourism market. In today's story, Henry Adderley interviews Cambridge Beaches managing director Michael Winfield on his impressions of tourism past, present and future and why he feels there are grounds for optimism. Bermuda tourism has slid downhill over the years but recent efforts should see the vicious cycle responsible for the downfall broken. Cambridge Beaches' Michael Winfield said Bermuda as a whole had brought its former number one industry down. "My belief is that Bermuda has compromised its position,'' the Somerset resort's managing director said. "It has done so by reducing the value of its product while maintaining, and in some cases, increasing the price of that product. "It has failed to make the changes that changes in the market demand.'' The tourism market had changed since the heyday of local tourism in the 1970s, he said, but people sat back and did little to adapt. "We have also become a Country of people who seek to blame others when what is needed is to embrace the philosophy that says we are part of the problem and part of the solution,'' said Mr. Winfield. And this was why tourism had slipped. "Why have hotels failed? Because of all of the above. "It is sad to see properties close their doors but the time for change is upon us and this is a manifestation of that.

"They have not reinvested and they have not kept level with the whole issue of value in their facilities, activities, quality of product and quality of service.'' And attempts to boost business were wrongly directed, said Mr.

Winfield, a former Government Senate Leader. "The other thing is that as hotels started to lose business because of the above, they started to go down market in who they were trying to attract. "The result was that the Island's primary market saw Bermuda as a changing and deteriorating product.'' This created the cycle Bermuda recently found itself in. "Meanwhile they either had to lower rates or maintain them and this meant they had less money to invest and they were less able to change. This made them less attractive to their market. "It's a vicious cycle and it continued over and over again. But directing the the blame at Government was wrong, he said. It is important to note, he continued, that Government is a facilitator and filled that role. It should not be asked to cure the problem. "What David Dodwell is doing is exactly what has to be done,'' he said. "Instead of looking for a quick fix, he has looked at restructuring the entire product. "But it will take significant time to bring the product on line. `The work he has initiated will become obvious as it begins paying off and the Island will turn the corner -- as long as everyone involved signs on and says they are part of the solution.'' And there was light at the end of the tunnel, he stressed. A number of hotels, including Elbow Beach and Cambridge Beaches, were saying: "What do we have to do to reinvent ourselves?'' They are analysing what the market needs and are providing it, he said. Meanwhile investment in the Island as a whole -- as seen in proposed developments for the former Club Med site in the East End, Morgan's Point and Par-La-Ville car park -- is exactly what tourism needs. The hotels that were closing their doors had to be replaced with new properties. Asked about smaller properties closing or converting to residential uses, Mr. Winfield said this was merely a case of economics. He pointed out: "The problem in Bermuda is that the value of land exceeds the value of business. "It is often more attractive to sell them than run them as a tourism business. This again is a manifestation of the change that has taken place.'' Mr. Winfield said properties which could compete in today's tourism market needed to be resort hotels offering high quality in all areas, high value and a wide variety of activities. "People are looking for more things to do and it is hard for a small accommodation to provide this so they are less popular now as a result.'' This idea of offering a wide range of activities to guess would continue in the future, noted Mr. Winfield. He added that he believed there would be a drift in Bermuda's visitor market. "The concentration has been on America but the new visitor drive will likely refocus on Europeans.'' Bermuda will also concentrate on what it is and what it has to offer instead of making the changes that caused more harm than good in the past. "Bermuda is not a mass market. It is an upmarket destination that is vibrant and responsive.'' PHOTO Michael Winfield