Tourism is not finished, contrary to former Premier Sir John Swan's assessment, according to the Bermuda Alliance for Tourism.

Chairman Michael Winfield said taking the politics out of tourism and refocusing on service were imperative to ensure the second pillar of Bermuda's economy grows.

Earlier this week Sir John, a developer, told a Corporation of Hamilton meeting on the waterfront development plan that citizens needed to come up with the components of a "new Bermuda" since "tourism, as we have known it, is finished".

"Tourism has failed," he added. "It's completely failed. It's gone to Dockyard and [cruise] ships."

He continued: "We have tourism at the moment by cruise ships. We don't have tourism by way of hotels and guesthouses. But what we do have a chance to do is look at our city and say what's going to make our city attractive enough."

He suggested Bermuda ought to be listening to the Bahamas, with its Atlantis resort, to learn how to bring visitors back to the Island.

But yesterday Mr. Winfield said: "Contrary to remarks from a previous Government leader, Bermuda tourism is not dead but it needs his and other leadership engagement in solutions, a common purpose that all can share.

And he added it would be beneficial to deregulate the industry.

"We must aspire to being, again, a world leader in tourism and we must find the collective sense of purpose that engages all concerned," he said. "We must seek ways to ease the current barriers to new investment, we must be open to ideas, look for ways to break down the road blocks, we must welcome entrepreneurs both from abroad and within and encourage them.

"We must make running a hotel easier, less subject to endless challenges from the various authorities understanding that Bermudians and Bermuda must be seen to gain from a successful tourism industry.

"We must disengage politics and the whims of individuals from the decision making process, adopt a professional long term approach to branding, to the delivery of our message and we must run the course, understanding the constant change in distribution systems, encouraging those who have access to our target market, listening to them, responding to them and, always, pleasing their clients."

Mr. Winfield said Bermuda would do well to take a look at what is currently working, and what is not in order to create effective changes.

"We can be the ideal resort destination, but we need to commit to the provision of all the levels of service, all the leadership, all of the investment and all of the facilities that are needed."