The Destination Marketing Plan should consider and reflect the marketing direction of higher or complementary entities. This may involve integration with the regional tourism plan, the product region development plan, Tourism Victoria’s strategic plans, as well as, perhaps, plans of adjoining regions and special interest groups, such as vignerons associations and gourmet food groups. It should always be remembered that visitors do not recognise boundaries. They will travel through other areas to get to and from your destination, so collaborating with other towns and regions will not only acknowledge consumer behaviour, but can also be very cost-effective.