must heed the ringing calls for change.

It must open schoolchidren's eyes to careers in tourism through a national programme.

And it must hold down prices and spread its tourism wings -- boosting convention business and cultural activities.

Other steps forward include sidewalk cafes, revitalising the Hamilton dockside, and setting up a festival market place.

These are some of the findings following May's international "price value'' forum at Bermuda College.

Scores of delegates from the world's tourism hot spots flocked to the four-day conference.

And yesterday a package of recommendations for Bermuda was unwrapped by the forum's co-directors.

Dr. Don Hawkins, a professor of the international institute of tourism studies at George Washington University, urged Bermuda to brighten up its tourism product.

He was backed by Mr. Michael Conlin, dean of Bermuda College's faculty of hotel and business administration.

But there was belief Bermuda was beginning to shape a national tourism strategy. The new Commission of Competiveness was a good sign.

"I am extremely optimistic Bermuda can solve its problems,'' said Dr.

Hawkins. "It took five or six years for it to reach its present stage -- the recovery will take as long.

"There is no quick-fix or panacea. Bermuda has to adopt a national strategy, and I believe it is at its early stages of formation.'' The recommendations from the forum follow three meetings -- one this Wednesday -- between Bermuda's delegates.

Dr. Hawkins ruled out lack of resources for not implementing the recommendations.

"I'm not sure it's a matter of resources. I believe there are plenty of resources when there is political will. And I think on this matter there is political will,'' he said.'' Dr. Hawkins added some of the suggested improvements -- such as sidewalk cafes, and festival market places -- could be implemented cheaply.

"These are very basic, fundamental ideas, but they could have a very dramatic effect.'' One of the key recommendations is a "national tourism career awareness'' programme.

This would expose elementary and secondary schoolchildren to the possibility of tourism careers.

Other suggestions include: A data system for Bermuda to keep abreast of world tourism trends; Consider joining tourism bodies, such as the Caribbean Tourism Organisation, and taking part in research sponsored by the World Tourism Organisation; Improve links between tourism and international business; Launch more off-season pricing strategies; and Evaluate impact of increasing economic returns from cruise tourism, such as on-board promotions.

The report calls for the revitalisation of the Hamilton dock area, including creating pedestrian malls, alternative parking, and redirecting traffic.

Dr. Hawkins also picked out the need to identify "special market niches.'' Crowd-pulling events, such as festivals, were often effective in boosting tourism during peak and valley seasons.

"Perhaps some of the off-season discounts could be carried over to the peak season,'' he said. "Bermuda is also the ideal location for convention business, and this particular area could be expanded.'' He added: "Change is the watchword for the 1990s. There is no question Bermuda could be one of the most successful tourism destinations again this decade.'' Both Dr. Hawkins and Mr. Conlin hailed the first conference a great success.

They said another conference for 1993 -- headed "Competitiveness in Island Destinations in the 1990s'' -- was already planned.

It would expand on the issues brought up in this year's forum.