At its core, the convention tourism marketplace trades in convention destinations. As shown in Chapter 2, a destination covets convention tourism for the direct and indirect benefits it offers its residents and business community. The attractiveness of convention tourism has spurred destinations to proactively pursue the meetings and conventions market. Modern, sophisticated marketing techniques are now used by destinations to serve this segment of the travel and tourism market. The most competitive convention tourism destinations are those that understand the full potential that marketing, as a management function, has to offer the convention and visitors bureaus (CVB) and other organizations involved in attracting and serving the meetings and conventions industry.