With respect to PATA’s paramount ultimate objectives of tourism and hospitality business, strategic and business planning remains as an essential component in pursuit of success in any business regardless of the size or industry. Tourism business would need to be able to come up with the plan of effectiveness and to become responsive toward all kinds of potential changing conditions over time in order to compete in the increasingly sophisticated and competitive market. Sales and marketing as mentioned earlier function as the natural partner to work together significantly. Simply stated, marketing feeds sales and draws the leads and shows potential customers with the organization’s solution offered to better their own business in tourism industry. Meanwhile, marketing takes the long-term view of customer relationship that pave the way for future sales and revenues.