Marketing is never easy, especially when we are selling a non-tangible and often considered superficial or non-essential product. Many consider tourism such a product. It is the job of the tourism marketer to convince the public that a vacation is more than a mere want; that it is also a need. In 2013 the Board of Directors of the American Marketing Association approved the following definition for marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013).