Former Tourism Minister David Allen's infectious enthusiasm must live on if the Island is to keep improving the next level of service, the keynote speaker at yesterday's National Tourism Conference said.

In an inspirational presentation which had delegates cheering and participating throughout, Keith Harrell said everyone on the Island had to realise they were connected to tourism.

"We have got to see the Island as special and when we are rebranding it we have to see it like David Allen did, 24/7. He had a 24/7 attitude to tourism," said Mr. Harrell.

Shortly before the two day conference at the Fairmont Southampton began yesterday, there was a short film tribute to Mr. Allen. Premier Jennifer Smith noted Bermuda had recently been voted the best island in the Caribbean, and the challenge now was to make it the best island in the world.

She said the best way for Bermuda to deal with uncertainties surrounding a possible war in Iraq was to ensure the Island's service was the best in the world. "Experience tells us the global economic fall-out could be swift, severe and sustained." she said.

"Therefore we must be prepared to weather whatever challenges may come. We can leave nothing to chance, despite the acknowledged and admirable resilience of Bermuda and Bermudians.

"I submit that an effective pre-emptive measure would be to deliver such high standards of hospitality and customer satisfaction that Bermuda would be unchallenged as a global centre of excellence."

Tourism Minister Renee Webb said while there had been great investment in hotels "what matters most is what our visitors will experience when they come to Bermuda. That depends on everybody in this room, and everyone living and working in the this island".

To back up the new advertising and rebranding campaign "we must make sure that every Bermudian embraces tourism as a vital contributor to the standard of living and the quality of life of our country".

"Only then will we create a major distance between Bermuda and destinations in competition with us."

Mr. Harrell, a motivational speaker based in Seattle, Washington, asked delegates: "How many people are committed to taking the spirit of David Allen and taking it to the next level?

"I believe everyone, from the moment I step off the plane to the moment I go through customs until I go to the taxi and go to the hotel is connected to tourism and it is an attitude that will impact everyone. Attitude is the cornerstone of everything we do, how high we go and how long we stay.

"For us to continue to grow, we are going to have to change. If you don't change, you are in a rut, and the only difference between a rut and a grave is the dimensions.

"If we want to get a hold of the service thing, we have to get the ego out of the way. Ego stands for edging God out. It is a blessing when you serve someone. If you take on the attitude of servitude, you'll leave better prepared to impact someone's life, and it doesn't get any better than that.

"God blessed Bermuda. This is what the world is supposed to be - a paradise where people don't see colour."

"He urged the delegates to be wary of what they heard, read and spoke themselves to ensure they were always being positive. You have got to monitor what comes out of your mouth because the best type of advertising is what comes out of your mouth.

"Attitude is contagious and it starts with you. Certain people will turn up twice a day to steal your joy. When you have joy, you have attitude. and the number one impact you can have on other residents is a smile.

"This (Bermuda) is like no other place, and the people are like no other. They have the attitude to take it to another level.

"Tourism is selling ourselves. A dead battery can't jump a dead battery. You are what you think you are all day long."

Mr. Harrell, a former IBM employee who wrote the book "Attitude is Everything," added: "There is no better place than Bermuda, and God only made one of you and you are blessed with a gift."

He recalled how one Bermudian told him about being the only person on a bus, yet when an elderly person came on, he offered her his seat.

"We have got to go back to the old school of respect and attitude. If you talk about tourism, tourism is linked to business, and business is linked to everything."