An Opposition Senator yesterday threw support behind the Monitor Company's efforts in Bermuda during the Upper House debate of the Tourism Ministry's Budget.

But Senator Terry Lister also questioned if the Island was focussing too much on its traditional visitor base in its bid to revitalise its one-time top industry.

Sen. Lister said: "I am pleased about what I see happening with Monitor. I think it is a good idea and I think it will help.'' And the consultancy firm's work must be supported, he stressed.

He said he was concerned about mumblings he had heard which suggested that Monitor was not going to receive private sector funding for Phase Three of its plan.

The Progressive Labour Party felt the partnership Monitor had helped develop between the private and public sectors needed to be continued.

If the funding did not come through from the private sector then Government should put the money up and hold the private sector accountable, he said.

However Sen. Lister also noted that the Island had been fishing in the northeastern US for visitors for a long time.

He asked if the Island should continue doing this and try to get their efforts right this time or perhaps it should cast a wider net and go after other markets more aggressively.

The PLP's view was that the Island should try and expand its visitor base, he said.

If Monitor was able to get it right and attract visitors from the traditional base then the same efforts it used should be extended to this wider area, he continued.

And this included non-US markets which only contributed some 20 percent of the Island's total visitors, noted Sen. Lister.

Something had to be done to attract more visitors from these other countries and the PLP felt the way to do this was by establishing direct air routes or charter services.

This principle of direct, convenient air service had to be extended to the US markets Bermuda was not servicing at the moment, he continued, while carefully monitoring it so as not to negatively affect the airline partners the Island already had.

Earlier Government Senate Leader E.T. (Bob) Richards presented the Tourism's Budget for the upcoming fiscal year and highlighted that $1 million will go toward financing Monitor's continued efforts.

Monitor had identified several key factors which had led to the decline including: increased competition; a more demanding customer; an unwillingness to change; continual season demand; deterioration of service in comparison to competition; mediocre consumer value; and no major product development.

For Bermuda to re-establish itself as a successful upscale destination, the public and private sectors had to become partners with ownership and interest in the tourism product, said Sen. Richards.

And the Island would continue to go after potential visitors in the northeastern States, he added, but would "use better bait'',.

This new product was Bermuda as a Total Island Resort and all of the Tourism Ministry's $33,237,000 Budget was going to be put toward fulfilling that goal.

The theme emphasised Bermuda's numerous qualities that were attractive to potential visitors but other competing destinations could not offer in combination with one another, explained Sen. Richards.

These included its beauty, friendly people, solid infrastructure, golf courses and beaches as well as the fact that it was civilised, sophisticated and safe.

The customer the Island will pursue will be sophisticated, discerning, upscale travellers who are looking for escape from their stressful lifestyles.

He told the Upper House: "Research has told us that the Total Island Resort concept is extremely motivating for customers. If we deliver it, we will be delivering something no one else can.'' But to deliver the concept, continued Sen. Richards, three imperatives had to be followed up.

Bermuda had to renew tourism ownership, passion and trust; improve its product and develop a more effective year round marketing programme.

This work was underway through the Monitor Group's work to improve the product, the Freeman Group effort to improve service and the Visitor Industry Partnership's drive to build on-Island passion.

Numerous task forces were also looking into finding ways to improve specific parts of the product including entertainment and retail while a more specific marketing programme using direct mail to target potential visitors would be used to encourage a rise in visitor arrival figures both in and out of season.

And Sen. Richards noted that the Bermuda Tourism Authority would bring all the various factors of partnership together by having all of tourism's stake holders on board.

Each would have a part to play, a voice and a commitment to improve the product because they would have something to lose if they did not get involved.