Reviving the tourism industry is the responsibility of every Bermudian, not just those in the industry, says a former senior Department of Tourism staff member.

Dianna Adams retired two years ago and returned home to Bermuda after working for the department for 18-and-a-half years, first in Atlanta and then in Boston where she was an assistant manager. She says the industry is changing and while Bermuda is still a popular destination, the Island is facing increased competition, not least from the Continental United States which is becoming a good alternative from those American fearful of flying after events of last September.

"The biggest change has come with every state in the United States going into the tourism business, every state is promoting tourism," said Ms Adams who is president of Bons Vivants, a women's social group committed to helping expose young people to the tourism industry.

"Each state is putting lots of money into developing new programmes - we just have so much competition. Every single state in the US is promoting tourism.

"They all have something different to offer. I never thought I would see Las Vegas advertising family packages."

Bons Vivants is aiming to raise funds through a fund-raising event next weekend which will enable to two high school students to study tourism and hospitality at the Bermuda College this fall.

"I asked for support from hotels and yesterday got a call from David Dodwell (of the Reefs) and he offered a dinner for two at the hotel to raffle off at our hat show," Ms. Adams said.

"The reason we asked hotels to contribute is because it benefits them. I just see such a need to educate young people and get them into the industry. We have a great destination here, we need to be proud of it and stop taking it for granted."

High air fares from the US to Bermuda have long been a major concern, some say a main reason for declining numbers.

"My trip last week from Atlanta to Washington, I got a ticket for $142 round trip, and we just can't compete with that," said Ms Adams.

"There is so much to see and do in Washington and the surrounding area. The other problem is in Bermuda - after we get people here, they are not being treated as well as they used to be.

"Attitudes have changed and we will need to make it clear to the people of Bermuda that every citizen is involved in tourism. Every person who walks the street is promoting tourism. Tourism affects every single person on this Island, if the tourists withdraw, the Government makes less money and it affects everybody.

"We look a lot at offshore business, but if Bermuda doesn't have a good balance as far as tourism and international business then those companies wouldn't stay here. Bermuda has to have the tourism to make it an attractive place for these offshore companies to come here."

Ms Adams wondered what had become of her homeland when, even while living in the US, she read reports of locals robbing tourists and subsequently destroying the Island's reputation as a safe destination.

"I feel a lot of pride has gone from the people," she says.

"We used to be proud to stop and ask tourists if they needed help, but I don't see that happening very often these days. We still have some good people out there, but there are so many people who don't seem to care.

"We're not putting enough emphasis on service and it's not just the tourism industry. Service in general has declined in Bermuda."

She recalls watching commercials on television in the Bahamas which reminds the residents how important tourism is to their survival.

Recently the Bermuda Department of Tourism confirmed it would be targeting high income blacks in its advertising campaigns. A good idea, says, Ms Adams, though it should not be just the affluent of any race.

"They do have the right idea of going after the black market but you can't just look at the high income people," she feels.

"I do believe there is a large number of middle income people who will come to Bermuda, we can't just depend on the rich. There are a lot of people who work hard and save their money for their vacation and they will come here, but the main thing is to let the black people know they are welcome.

"I have talked to a lot of black people who travel a lot and they feel the other islands welcome them more than Bermuda does. That's because over the years our brochures have always had white people and they didn't see themselves in Bermuda."

Atlanta is one of the most progressive cities in America for blacks and when she worked there, Ms Adams received many inquiries from black professionals.

"I got inquiries asking if we had black people coming to Bermuda," she recalled.

"All the other islands started promoting to blacks many years ago and we are so far behind. We do have the right idea of going after the black market because they do travel a lot.

"The high income people will go for the big hotels but the middle class people would be happy in a guest house. We have the accommodation for them. They are the ones who will go back and tell everybody what a wonderful time they had here.

"If we don't treat them right they will go back and tell 100 people. My biggest complaint is that the whole Island is not working together."