June 4, 2009

Dear Sir,

There is much chatter about the decision on whether gambling should be allowed on docked cruise ships after hours. Most of this chatter revolves around gambling being a cure-all to our tourism problems.

It is clear to me, and hopefully any other open-minded citizen or resident, that gambling is not the answer.

Recently, there have been two initiatives made by the hotels which have found success. First was the $99 Fairmont sale, then the most recent joint venture between the hotels and the Tourism Ministry. Both of these promotions were successful without gambling being introduced into the equation.

What does this tell us? I believe that it speaks to the fact that gambling is unnecessary. Whether some consider it right or wrong is not the issue. If our prices are competitive, our promotions reach the correct target market, and our service measures up to our promises, we will have a good tourist industry. We may never again see the industry of the past because things have changed worldwide. The current economic situation will also preclude some from travelling as smart people are holding onto their disposable cash.

However, reviving the industry is possible without gambling, whether on board cruise ships, or on our shores.

To counter/balance the purported income generated through gambling, one suggestion is that instead of wasting millions of dollars on advertising, use the same money to subsidise travel and directly offset the cost to potential visitors. If each visitor receives a voucher to apply to some Bermuda-based tourism attraction, restaurant, shop, reduced airfare or accommodation, that money would be much better spent rather than blasting ads into unproven markets. That could create a win-win situation for all in the industry and be a much better use of tax-payer money.

JEAN-ANNE TUCKER

Southampton