An accomplished marketing executive with many years of experience in San Jose, California, Daniel (Dan) Fenton served as CEO of Team San Jose before becoming a partner with the Strategic Advisory Group in Duluth, Georgia. In this capacity, Dan Fenton advises clients across the United States and helps them develop effective tourism marketing plans.

At its core, a tourism marketing plan is a road map for tourist activity in a given region. Tourism businesses typically use a marketing plan to highlight various attractions near them and decide how to allocate their budgets. Marketing plans also allow businesses to assess the viability of certain attractions at the end of the tourism season and make the necessary adjustments ahead of the next season. If an attraction fails to meet expectations, for example, a business can adjust its marketing plan to include more advertising or even cut it from marketing materials altogether.

In terms of marketing characteristics, tourism businesses often appeal to emotions and the idea of a memorable experience for families. Because tourism often follows a regional pattern, businesses tend to work closely with other tourism organizations in joint marketing ventures.