effort to attract tourists to the Island.

Mr. Toppy Cowen, of the Pink Beach Club, says that enthusiasm to build a better Bermuda has dwindled to an attitude of "what's in it for me''.

And, in speaking to the Hotel Sales and Marketing Association, he called for a united response to the decrease in visitors which is hitting the whole Island.

Mr. Cowen said: "One of our politicians recently called Bermuda `The Promised Land.' A provoking comment and it depends on where you sit if you accept it.

"If it was all bright and beautiful, we would not hear negativism such as the loss of family values, crime, drug dependency and much more on a constant basis.

"Most of us understand that you must invest if you want to earn interest, but many in the tourism industry fail to see the importance.'' Mr. Cowen pointed out that around 100,000 more people a year visit the Elvis Presley Monument than visit Bermuda.

He said: "Therefore it is extremely important that our Island be more than just another pretty resort. And I'm sure we all agree that we have everything from health interest, culture, sporting events, theatre and more.

"In as much as approximately 90 percent of our visitors come from the East Coast then we are, of course, subject to the whims and fancies of that market.

Hence the constant cry for more European vacationers.

Mr. Cowen said that the key to success was a good product, quoting the old maxim, "If you build a better mousetrap the world will lead a pathway to your door.'' According to Mr. Cowen visitors have complained about the state of hotels, service, prices and attitude, but he pointed out that some prominent people have explained the fall in visitors on the recession.

The Department of Tourism has said that its advertising campaign is enticing people to travel agents but they are not booking for Bermuda for a variety of reasons.

Mr. Cowen said: "If you accept that argument then you are naive, for there are many of the approximate 30,000 agencies in the United States that constantly tell us they only know a little about Bermuda and are vague about our exact location. In the United Kingdom some don't even know we exist!'' He called on the Bermuda Hotel Association to utilise its skills as much as possible and lead the way rather than "be like a flock of sheep that follow''.

And he told the BIU that they were not blameless as far as the present problems go, asking hotels to negotiate their own contract.

Returning to sales and marketing, Mr. Cowen said: "Bermuda is not moving into unmapped territories, as we've been in business seriously for about 50 years.

"Unfortunately we have switched to automatic pilot instead of navigating with skill.'' He praised new cut-price deals aimed at boosting winter tourism including discounts at various hotels and cheaper fares on buses and ferries.

But he said: "Many of us are tired of hearing political hogwash. The country's economy is in a mess and we are only hearing promises of a better tomorrow.

"We beg that Mr. Brock's committee on tourism act as quickly as possible since many Bermudians are just managing to cope.''