The Bermuda Hotel Association and Bermuda Alliance for Tourism has hired Erin Smith as its new manager of sales, marketing and research.Ms Smith said she hoped to play a key role in helping to revitalise tourism.“We need to create a solid identity for Bermuda as a destination for both pleasure and business and be open to new approaches,” Ms Smith said.“Bermuda, as a product, needs to have a concrete brand and we need to re-focus on what target market that brand should be directed to.”Ms Smith takes over the sales and marketing role at the BHA/BAT at what CEO John Harvey described as an “erratic” time for tourism.“There’s no calm in tourism right now. People are not planning and booking vacations like they used to,” Mr. Harvey said.The BHA represents 35 hotels in Bermuda, from small B&Bs to resorts.Ms Smith will be in charge of marketing initiatives for the BHA as well as serving as head of marketing and sales for BAT, the collaborative effort between the private sector and the Tourism Ministry.She came to Bermuda from the US where she worked for market research company TNS Global. She has worked for local agencies emedia and AdVantage.“Bermuda is at a prime point in its history to revitalise our tourism industry,” Ms Smith added.“I am excited to be a part of the team that is making that happen. Now that the private sector and the Department of Tourism have pooled resources, we can take it to the next level by coordinating our marketing strategies and efforts.”Mr Harvey said: “The BHA is fortunate and delighted to have secured Erin as our manager of sales and marketing particularly at a time when our member hotels and indeed Bermuda is facing fierce global competition in the Tourism business. “She will help us to develop and achieve our various sales and marketing initiatives.”