ABSTRACT
Tourism is an ever-changing economic sector, and its marketing requires a high level of creativity, innovation and flexibility. Marketing plans are written on paper – or laptops or tablets – but they are not cast in stone. The planning of tourism marketing is not haphazard; it uses a systematic, step-by-step process. Marketing planning has long-term and short-term dimensions. The Greater Miami Convention & Visitors Bureau plan is an example of a one-year marketing plan. Tourism marketing is a long-term and enduring function within all organisations. For marketing planning, there are basically two options available; begin with the present and use the current situation as the basis for guiding future marketing planning or start with the future and shape the marketing planning to reach a desired future situation.
