get back to the boom days the industry enjoyed in the 1980s.

The warning was sounded by a US tourism expert at the Chamber of Commerce's annual general meeting at the Princess Hotel yesterday.

Maryland-based Mr. Bert Winterbottom outlined some harsh realities facing Bermuda.

And he conceded he differed with the Tourism Minister the Hon. C.V. (Jim) Woolridge on what was needed to "get profitable and get the numbers back up''.

The cost of a Bermuda vacation had doubled since 1980, Mr. Winterbottom said.

But its product had not changed much.

Bed nights were down 23 percent from 1987, he noted, with the cost per room growing more rapidly than sales per occupied room.

Hotel visitors "drive Bermuda's economy''. But Bermuda had been losing that primary market "due to its own actions or oversights''.

Bermuda's tourism problems will not fix themselves, he said.

A better product was required and more competitive cost structure, he believed.

Mr. Winterbottom's company LDR International provides strategies for tourism development to travel destinations world-wide. He also gave input into the Bermuda Tourism Strategic Plan.

Giving the overall picture of Tourism Department statistics, he noted that from 1987 to 1992, tourism was down.

Last year it started going back up, but the results were "not nearly as good as 1987'' -- or the "great year of 1980'', and bed nights were still down, he said.

People were travelling to the Caribbean and Mexico, "but you were losing'', he said.

"Bermuda has suffered more than many other nation in the recession of the last five years.'' But Mr. Winterbottom said there was no reason Bermuda should be "losing'', because the basic infrastructure was there.

It had all but about two of the five characteristics a world class resort ought to have in his opinion.

It had great and unbeatable location and accessibility being two hours from United States.

It offered a quality product (hotels, environment, amenities, staff) and quality community (friendly, clean, safe, service).

But it "began to have a problem'' when it came to positive price value perception and superior service -- "no strikes ever''.

"Bermudians need to recognise the importance (of tourism) for their own welfare,'' he said. "Investors must be confident that investment equity will return profits justifying the effort.'' Mr. Winterbottom had several suggestions for improving some of the Island's tourist attractions: The use of other parts of the West End (he spoke highly of improvements at Dockyard), including Boaz Island, to provide a unique eco-tourism experience for visitors with walks through wooded areas at no cost.

A general upgrading of the streets of downtown Hamilton with more landscaping and open spaces, backed up by a major re-merchandising and imaging campaign.

Views and walks along Hamilton's "precious'' waterfront were spoiled by the presence of parking lots on Front Street.

Turning part of the US Naval Annex into "a championship golf course'' -- the PGA was interested in the idea.

Environmental upgrading, re-merchandising and image enhancement could make Bermuda's "under-utilised treasure'', St. George's, "another product that can be on par with Dockyard in the eyes of the visitor''.

He said the "incredible heritage'' of St. George's needed to be "played out for the visitors''.

In 1994, travel and tourism would generate an estimated $3.4 trillion in revenue world-wide, he said. And it would provide jobs for 204 million people.

But, he proclaimed, "No tourism destination in the world can rest on its laurels, without change, and expect to be in business a decade from now.'' Bermuda was competing with not only other island resort destinations but such far flung places as Edinburgh in Scotland, Sydney in Australia and a wide array of quality destinations being developed in the United States.

The competition was complex and increasingly sophisticated, he said.

In concluding his address, Mr. Winterbottom said Bermuda's three goals to reach its full potential should be: Make a real and sustained commitment to change.

Improve its tourism product, enrich the visitor experience and create a more positive price/value relationship.

Demonstrate the value of tourism to Bermudians and improve the profitability of tourism for investors.

Mr. Bert Winterbottom