There are a number of opportunities relating to information and knowledge acquisition where relevant destination authorities and industry organizations can enhance industry competitiveness. Once they are better placed to identify the grower category, support organizations will be able to spend more time with proprietors who have the greatest interest in acquiring knowledge. Given the limited resources that support organizations have at their disposal, it is important that they target their resources effectively. An active engagement with growers will also be a prerequisite for building co-operation within tourism and for enhancing competitiveness. Engaging with the lifestylers on the other hand offers the prospect of building a more service-oriented industry.