The experience must meet the promise.

ABSTRACT Tourism departments spend millions of dollars on marketing campaigns with heavy branding and advertising focuses in hopes of drawing vacationers to their destinations. It is imperative that they are not only able to brand and sell their destinations, but also deliver on the promises made within their advertising campaigns; ultimately meeting visitors' expectations. Delivery on the advertising promises is often a secondary consideration and destinations rarely develop budgets and plans to train associates on the brand image. The actual process of establishing a quality and associate branding process lies within ten simple steps. However, destinations must overcome a variety of obstacles prior to implementing the actual process.