This chapter explains the destination marketing planning process as a systematic approach for accomplishing the destination management organization's (DMO) marketing and promotion role. It examines the key destination marketing professional principles. The chapter describes the different levels of goals and objectives in the destination marketing planning process. It aims to differentiate between a vision and a mission. The chapter explores the components of the PRICE model. It provides an explanation of the steps in the destination marketing system. The chapter discusses the contents of a destination marketing plan. It focuses on the evaluation of DMO marketing performance. An environmental scan pinpoints trends and the potential challenges, opportunities and threats in the marketing environment. The product life cycle is another widely accepted principle of marketing. R. W. Butler described a tourism area life cycle with seven stages, consisting of exploration, involvement, development, consolidation, stagnation, decline and rejuvenation.