representatives are to meet next month to "brainstorm'' ways of waking up Bermudians to the vital role of tourism.

Unions, hotels, tourism, transport and education representatives have been invited to participate in the conference aimed at creating a permanent movement to foster a deeper appreciation of the industry among Bermudians.

The meeting comes amidst growing concern over the 1995 tourism season, with air arrivals falling behind the numbers recorded a year ago.

Chairman of the Tourism Board and Southampton West MP Mr. David Dodwell said a report by the Commission on Competitiveness last year suggested ways on how the industry could be revitalised.

One of these was to reawaken Bermudians of all ages and professions to the importance of tourism.

"We've lost our way,'' Mr. Dodwell said. "As a culture, Bermudians don't appreciate either the psychological and financial benefits of tourism. We want to reawaken them to its benefits.'' To this end internationally acclaimed expert Professor Don Hawkins, the head of the Tourism Studies Department at George Washington University, has been hired to spearhead the discussions to be held at the Bermuda College on June 7.

Participants will put forward ways of making a community effort to disseminate the benefits and value of tourism.

"Over the years we've slipped in terms of Bermudians' attitude toward tourism,'' Mr. Dodwell said.