Premier Paula Cox believes that the idea that Bermuda is a tax haven with shady dealings and shell companies still exists and she intends to tackle it head on.After beating the drum for Island business in London yesterday when she addressed almost 300 conference delegates, Ms Cox told The Royal Gazette that Bermuda had to be proactive in combatting misconceptions.In her lunchtime keynote speech at the Bermuda Financial Services Conference, the Premier said reputation was key and that Bermuda insisted on “doing things right”.Governor Sir Richard Gozney, Bermuda Monetary Authority CEO Jeremy Cox and Bermuda Stock Exchange CEO Greg Wojciechowski were among the speakers at the all-day event at the Mandarin Oriental Hotel.Session topics included hedge funds and investments, trusts, insurance, insurance-linked securities, shipping and aircraft registries and Islamic finance. Tourism and hotel development was also featured in the programme, with Business Development and Tourism Minister Patrice Minors on the panel.The widespread criticism of offshore financial centres by several world leaders in the wake of the financial crisis has quietened somewhat but Ms Cox said there was still a perception battle that had to be won.“I don’t think the storm has blown over because there’s always misinformation,” Ms Cox said.“That’s why you need to spend the time lobbying and representing the Island. Some people automatically assume that with small islands you just come in with suitcases of money and you don’t do business there at all. That’s an outmoded Wild West approach. It’s never been Bermuda’s approach.“But you see a lot of misinformation, even from credible news agencies. We are not some fly-by-night jurisdiction and we don’t have shallow, sham companies. We have real people and real companies. That’s why it’s important to have events like this so people can hear what we have to say.”After some “game-changing events” around the world, Bermuda had a great opportunity to boost its business as a stable jurisdiction, she said.The Premier said the high-level presence of the Government, private-sector participants, service providers and the regulator showed the importance of working as “Team Bermuda”.“We have to properly position and be advocates for Bermuda,” she added. “It is heartening to see and hear the calibre of the presentations. Also Bermuda, as I have said before, we are open to and open for business. Despite the effects of the economic disruption and global disasters, Bermuda can be a safe haven.“We are the right place at the right time.”The Island boasted credibility, skilled expertise, accessibility to the insurance market within a one-mile radius and a robust regulatory environment, Ms Cox added.In her speech Ms Cox told a packed dining hall: “Reputation, reputation, reputation. We will be your safe haven, even in these difficult times. That is why we are here.“We’re over here to tell the Bermuda story, a story of marriage between innovation, integrity and expertise. We want you to come to Bermuda.”In a question-and-answer session, Ms Cox said, in an answer to a question about tax threats from overseas: “If they close Bermuda down and they won’t some people seem to think the money will magically go back on shore it won’t. Some people think of all small island financial centres as tax havens. It’s stupidity really.”