Focus on the consumer experience: The principal products offered to vacationers are
experiences and hospitality. The experience is made up of a number of components including:
transportation, accommodation, dining, shopping, entertainment, touring, and events. Albeit
important to the overall tourism experience, the product itself (e.g., a hotel) is generally not the
primary reason for the visit to a destination. As such, it is imperative to work cooperatively to
promote your destination or region as a total package or experience.