The re-invention of Bermuda tourism has reached the "point of no return'' as the entire population is urged to back the industry.

A link-up of the public and private sector is moving into top gear with its sights firmly set on making 2001 the year that the hospitality industry shows green shoots of recovery.

Tourism partners have been cautioned that this is their last chance to join the push and it is now "forward or out'' according to one member of the newly-formed "conduit alliance''.

And the Bermuda public is also being advised that they have a vital part to play in getting tourism back on its feet. They are be to targetted in a massive public relations exercise.

Michael Kaile, a member of the conduit alliance, stressed how vital it was the Bermuda Tourism Private Sector Long Term Strategy -- which contains a number of challenges and solutions for recovery -- had all partners backing it.

"The alliance has got buy-in from the private and public sector, we needed a vehicle to move the industry along so we are cohesive not fragmented,'' he said.

"There are a lot of good people working very hard. People are dedicated to getting the word out, this thing is happening, it is not going on a shelf gathering dust.'' The conduit alliance is the successor to the six member conduit team, which brought the strategy plan to Government. The plan was broadly approved by Tourism Minister David Allen and since then the bid to implement the proposals has moved into overdrive.

Plans include limiting cruise passengers, increasing visitor spending, raising hotel occupancies, adding 1,000 beds and re-focusing marketing efforts to attract affluent visitors through specialised travel agents.

Now there are dozens of private and public sector partners driving the strategy forward via a steering committee, working group and plenary forum.

The different groups are meeting weekly, bi-weekly and monthly as activity intensifies toward next year's lifting off point.

Billy Griffith, president of the Bermuda Hotel Association, commended the hard work so far which had brought the industry together to promote an agreed long term strategy, which could now become a reality through the conduit alliance.

Mr. Kaile added: "This is something that is actually happening, there may have been cynicism before with reports gathering dust.

"Now we are starting to get peoples' attention, there is too much activity...you can't sit on the fence, it is happening, people are dedicated to it. If this doesn't work I don't know what will. We don't have a whole lot of time left to go through other options.'' The Fairmont Hamilton Princess boss said the industry was so far down the road that the plan before them had to go forward, to start getting businesses profitable again.

Tourism alliance appeals to public "I don't think I would be prepared to start all over again,'' he said.

One strand of the campaign will be a public relations exercise to get residents supporting tourism and ensuring the Island is "visitor friendly'' in all aspects.

"All the marketing work could be undone..it just needs a really unfortunate encounter to have a negative effect. That is the one thing we don't want,'' he said.

"Hopefully people can see how hard the tourism industry is trying to get back on its feet. Hopefully the entire population can buy in to make guests feel as welcome as possible.

"It is something the competition has cottoned on to, it is right therefore we have to do it.'' Fellow alliance member Mike Winfield, president of Cambridge Beaches, said it was likely a media campaign using radio, TV, newspapers and possibly direct mail would be used to get the message across.

He said they would use methods to get people to respond to ensure they became part of "team Bermuda''.