International business and tourism must work together in order to keep Bermuda competitive, according to a leading local business group.

And if Bermudians want to maintain their high standards of living, both international business and tourism will have to be developed hand in hand.

This is the message behind "One Island -- A World of Opportunity'', a week-long charm initiative organised by Bermuda International Business Association (BIBA) which begins today.

The programme hopes to encourage Bermudians to join the sector and understand it.

The launch will see four minute infomercials broadcast on television featuring individuals involved in international business. These are aimed at will put a humanising the industry and explain what it is in lay terms.

"There is a feeling that Bermuda can survive on international business alone, but it cannot grow with this single pillar. For us to maintain our lifestyle both tourism and business have to grow hand-in-hand,'' said BIBA marketing committee chairman Duene Dill.

"The message needs to be driven home that international business cannot stand alone and neither can tourism. Both of these industries must work together in order to keep Bermuda competitive.'' Mr. Dill admitted that the industry suffered from an image problem locally and some locals resented the influx of foreigners on to the island taking jobs, rented property and school places.

Mr. Dill said: "It is a perception we are trying to turn around. We want people to know that they benefit from international business -- the Island's economy is inter-linked.'' Research uncovered high levels of friction between some Bermudians and the sector and the aim of the week is to raise awareness of how the fortunes of many locals depended on international business.

BIBA has already highlighted the profile of the sector in the community through the first International Business Week which was held last year. This year the week is being dedicated to helping locals get more information about international business.

A supplement is also being produced in today's The Royal Gazette to help inform the general public.

Other events include community outreach presentations in St. Georges Town and Springfield as well as sponsoring Harbour Nights.

BIBA are also sponsoring a Classic Car and Bike display and a youth debate on the theme of international business.

Mr. Dill added: "We are hoping to have a fun week of activities, but also make a very important statement to the community. The success of international business is important to all of us. Even if you do not work directly in international business, you are probably indirectly linked -- for example, taxi drivers, hospitality workers, courier services and retailers.

"All events are free and we encourage all to attend and learn more about a very important sector of Bermuda's economy.''