ABSTRACT
Despite being touted as one of the largest ‘industries’ in the world, accounting for millions of jobs, 9.3 per cent of global GDP, and 5 per cent of world exports (World Travel and Tourism Council 2013), it is credible to ask the question whether there is anything more to tourism than mere puffery (exaggerated or false claims in advertising). That tourism exists is undisputable. Yet as an industry it is almost completely dependent on marketing, and marketing communications specifi cally. Tourism relies on natural or otherwise extant resources in a locality (transport links, attractions, accommodation and hospitality). As an intangible experience, tourism is a confected value proposition, co-created and shared by tourists, without whose complicity in suspending disbelief (in everyday reality) the experience value would surely collapse. Being a tourist is perhaps little more than a state of mind.
