Bermuda has to develop as many high-skilled, high-motivated employees as it can if it wants to succeed in the international tourism market place.

The message came from Monitor Group spokesman Randall Kempner during a open house presentation at the Chamber of Commerce.

"To serve demanding customers and create unique tourism experiences, it is critical for the industry to invest in upgrading its human capital -- to provide the training and job opportunities necessary to develop a core of highly skilled, highly motivated tourism employees.'' Mr. Kempner pointed out that Monitor had identified the need for Bermuda to decide what type of customer it wanted, what the customer required and how the Island could meet these needs.

"Bermuda can no longer compete based on its sun, sand and its brand name. It must compete by offering tailored, unique tourism experiences to value-driven customers.

"It needs to differentiate itself by focusing on its unique people and culture, as well as its unique products and services.'' For Bermuda to succeed, people had to be attracted to the industry and then be trained, motivated and excited to deliver these products and services.

Mr. Kempner pointed to a study the Monitor Group did where some 600 visitors were interviewed in a bid to identify their needs.

A lot of these needs were related to human capital such as exceptional service, interaction with local people who could provide information and local entertainment.

To meet this demand, Monitor felt that the roles of employees within organisations had to be expanded in order to make each employee responsible for meeting any guest's requirement.

This required training systems and opportunities for employees to advance in their careers which would help them become motivated and committed to what they were doing.

As Mr. Kempner said: "They should not just be able to do the job but should like what they do and see it as important.

"The training and skills the employee has will be one of the things which distinguish Bermuda from other destinations.'' BUSINESS BUC