failed to focus collectively on rebuilding the "crumbling'' tourism industry? First let us say that we do not think the tourism industry needs rebuilding although it certainly requires an overhaul. The basic tourism structure is good and the concept is right for Bermuda. We must not attempt radical change which might drive away the most valuable repeat visitors but we should be working to improve the product. We all know what we need...more reasonably priced vacations with better service and a warmer welcome, better transportation, improved facilities and more entertainment. Improvement on what we have rather than a radical change is not easy to achieve. We should start by asking visitors what they want and giving it to them. Right now we give them what suits us and ask them to pay dearly for it.

What we do not need is any more radical departures from our tourism image as a class act. We have tried that with the "sex and sin'' advertising campaign which failed in its objective to "jump start'' tourism and worked against our good name in the process. That campaign has already set us back a year. You cannot sell Bermuda, certainly not in the long-term, by promoting it as something which it is not.

We entirely agree with Mr. Trimingham when he says that the tourism industry "has the danger of creating an unacceptable contrast between those many Bermudians whose welfare depends upon it, and those involved with the visibly thriving Bermuda financial services industry and their clients''. Far too often those hurt by declining tourism are those Bermudians most in need of jobs.

There are bound to be difficulties in coming to grips with the problems in tourism. This is not a sudden decline but a problem which began in about 1980.

It seems to us that we are trying to revitalise tourism with the same old Civil Service structure, the same erratic advertising agency and the same overseas representatives. All we have added is a new and enthusiastic Minister of Tourism but that could never be enough, no matter how good or how hard working the Minister.

It will take a national effort and an understanding of the realities to revive tourism. Bermuda became too expensive for the quality it provided. If the people involved in hotels and those in other daily contact with visitors are not willing to help, then tourism cannot be changed. Superior accommodation and reasonable prices will not make up for poor attitudes. If we are not all willing to do some extra or to welcome the visitors then Bermuda is in the wrong business. A visitor's experience of Bermuda is delicate. It can be ruined by one unpleasant experience.

Do we need an urgent analysis of Bermuda's tourism, its shortcomings, the causes and some recommendations as Mr. Trimingham suggests? What happened to the Commission on Competitiveness and its report? It went in the dead file with most other reports. This time we need action.