Bermuda could regain its place as a tourism industry leader within the next three years, according to veteran hotelier Mike Winfield.But the single most important factor for a successful rebirth is everyone working together.Mr Winfield, who retires as President of Cambridge Beaches today, spoke to The Royal Gazette about his hopes for the future of Bermuda tourism and his disappointments.The tourism board member praised the new Bermuda tourism plan as a road map that can lead to a tourism renaissance.“But it is going to require enormous investments, time and most importantly everybody working together to achieve what needs to be done,” Mr Winfield said.“In the past we’ve had plans where some have signed on and some haven’t. Now the momentum has to be maintained and it’s all hands on deck.”Asked how long it will take for Bermuda to regain its stature as a leading destination, he said:“It’s subject to so many ifs. But I think if we could all focus, a period of two or three years should see us emerging again dominantly.”But he noted that the latest tourism plan called for infrastructural development which requires substantial financing.As to his hopes for Bermuda’s new brand, to be unveiled this evening, Mr Winfield said he was looking for a “sharp, defined image that separates Bermuda from the rest and clearly defines Bermuda’s unique selling points.”He said: “It’s important that we are not just another beach in a picture.”With almost 40 years in the hospitality business — the last 30 of which were spent at Cambridge Beaches — Mr Winfield has had a front row view of the industry’s peak and decline.He counts the industrial climate of the 1990s as among the most disappointing days. “It was a very difficult situation between labour and management which set us back enormously.”And he also laments that Bermuda neglected the industry with the advent of the international business sector.“The switch from tourism to international business has had long-standing implications,” Mr Winfield said.Tourism had long been Bermuda’s mainstay and “a lot of attention and focus was put on it,” he said. Until, that is, international business became the “sexy new business” for Bermuda.“Bermuda is probably one of the most challenging jurisdictions to run a hotel in,” Mr Winfield continued.“And we needed constant help. We needed to be in partnership constantly. And there were times when we haven’t been. We’ve been at odds with governments.”The September 11, 2001 attacks on the United States and a hurricane that followed consolidated the industry’s woes.But, ultimately, Mr Winfield says, Bermuda failed to be consistent in its branding.“The hotel industry is as guilty as everyone. The hotel industry failed to invest at levels needed to stay competitive. Now after three or four years of desperately trying to compete in this shark infested period of competition it has been even more difficult.”The challenge for resorts today is evolving to keep up with clients’ preferences, he added.“The aspirations of today’s client are different from the aspirations of yesterday’s clients. And if you don’t, as a resort, change to meet those aspirations, you die.”Cambridge Beaches made it through the difficult years under Mr Winfield’s stewardship. He credits the “team of excellence who has shared my passion and vision.”“I know they will continue to serve the resort well,” he said in the release announcing his retirement.“It is also a sense of real pride to me that the majority of our team are Bermudians; Cambridge is truly the Bermudian resort, manned, managed and owned, predominantly by Bermudians.”The press statement announcing his departure made a point of mentioning that he will remain a shareholder of the resort.Mr Winfield has no plans to ride off into the sunset, never to be heard from again. He remains an active member of the Tourism Board and wants to contribute to Bermuda in other capacities. Just what role he will play is as yet uncertain.“I hope to spend a few months considering my options, talking to many wise friends and looking for opportunities that will bring challenge and excitement. I shall of course remain in touch, with and be available to, my associates at Cambridge,” he said.He ruled out a return to the political fray — he was a Cabinet Minister and Senator under the United Bermuda Party, when asked.“If I even mention the word politics to my wife, I think I would find myself living somewhere else,” he said.“That does not mean I have lost interest in Bermuda. I want to be focused on non-partisan work in the best interests of Bermuda as a whole.”That should come as no surprise to fellow hotelier David Dodwell who noted last night that Mr Winfield “always put Bermuda on the same level as Cambridge Beaches when it came to marketing. He made sure that he promoted the destination equally as forcefully as his hotel.”John Harvey, President of the Bermuda Hotel Association noted that Mr Winfield is a former Chairman and President of the BHA.“During the last four decades there have been very few hoteliers who have been passionate and attentive to the needs of our fragile industry and Bermuda especially when there has been a need to focus on branding, selling and promoting our island home.“He has been unselfish in his many contributions and his knowledge and professionalism is unmatched. He is a valuable asset to Bermuda’s Tourism and it is my hope that he will continue to give his guidance.”