Here, the notion of 'endemic resources' such as food and culture deepen the experience and link to sustainability atrategies at the destination by building on the core appeal and adding value at each stage of the experience. it is the delivery and dimentions of authenticity that will be central to the maturing of the experience economy at the destination level and will begin to influence the buying decision. Each of thes elements has been factored into Tourism Tasmania's 'experience product srtategy' which is detailed here as a case study.