Travel and tourism is one of the world's largest industry, and by improving their marketing, many tourism businesses would be able to claim a much bigger share of this lucrative but fragmented industry. is designed for anyone seeking to promote a tourism product or service, whether it is a destination, visitor attraction, hotel or tour operation. Rather than concentrating solely on marketing principles, the book considers the many markets for tourism products, how to target the markets you wish to reach, and illustrates the theory behind it through a range of exciting case studies. Now in its second edition, also offers practical advice and information on promotional activities including print material, direct mail, public relations, advertising, selling and exhibitions. It considers domestic and overseas markets for tourism products and covers both the travel trade and independent travelers. This book will equip any marketer with a thorough and practical grounding in tourism and the essentials and peculiarities of marketing in this field.