She stressed the importance of developing a strong identity and collaborating with neighboring communities to get the spin-off from their tourists. Your marketing materials must reflect reality or visitors will be disappointed. An example of a strong identity for the destination were two adjacent towns with different, but complementary identifications. They can co-exist because they have strong identities. She emphasized the importance of good maps, especially for such things as farm tours.
People come for the imaginary farm experience.
You can accommodate their fantasies and at the same time educate them about reality. You must also know who your market is, and target them. When Stratford Theatre began, she said, there were no good hotels or restaurants in the town. You can't invite people to your area if you can't feed and accommodate them to their expectations. She noted the importance of staff training.