Although tourism has achieved a high degree of development in our part of the world, structures in many destinations are still inefficient. Desperate efforts are made to create profiles for far too many brands in order to survive in a keenly competitive environment. In so doing, people overlook the fact that guests are not very interested in structures, which have grown up over the years. What they are looking for is a comprehensive, well-coordinated service package. Consequently, joint regional and interest-focused tourism ventures or even mergers should be encouraged. Individual places and tourism associations should be persuaded to combine as destinations proper in the sense of strategic business areas.