Everyone in Bermuda needs to take pride in the role they play in the tourism industry.

That is the message Tourism Minister Renee Webb hopes to get out as she unveiled a new on-Island tourism campaign yesterday.

"The aim of our on-Island campaign is to encourage the local community to exhibit outwardly the pride they feel about living in Bermuda and to communicate that pride and friendliness to our visitors," Ms Webb said during a press conference at the House of Assembly.

"While off-Island marketing is a key plank in out tourism advertising strategy, another integral portion is our on-Island communications initiatives.

"It is a truism to say that Bermudians' reputation as gracious hosts to our many visitors is known the world over ..."

The campaign features a wide spectrum of Bermudians who not only work in the local tourism industry, but support it as well, Ms Webb said.

With the tag line of "I do it because I'm Bermudian", the ads feature persons such as Hamilton Town Crier Ed Christopher, well-known chef Herbert Bascome and Customs officer Kelly Trott.

While Ms Webb said the development of the ads was not prompted by any beliefs that Bermudians seemed less friendlier than in the past, she emphasised that members of the community needed to comprehend the importance of tourism to the Island's economy.

"They need to understand that everybody is important to tourism," Ms Webb said.

Tourism Board chairman Delaey Robinson said the ads were a continuation of the Government's commitment to instilling self-pride in Bermudians.

"The importance of our people to the tourism industry was recognised by the Government before we became the Government," he said. "This is an ongoing part of this ... a new thrust to ensure Bermudians are involved."

Hospitality management student Kijean Dill, one of the people featured in the new campaign, said he hoped to pursue a career in the travel and tourism industry.

"I love working with people," he said. "That's what drives me to be a part of the tourism industry."

Horse and carriage driver Yola Teixeira said she was happy be chosen for the campaign.

"It was an honour to do my duty for Bermuda. I enjoy doing that."