In this section, we observe new tendencies in destination-marketing. There is an opinion that the way destinations market themselves could become irrelevant, particularly in the face of new websites such as the social networking portals where consumers “tell the truth” about places and experiences. How can tourist boards adapt to the changing landscape? We analyze a case study of a convention bureau, which managed to successfully promote the destination via their web-site. Practical decisions on what to translate, how to refresh the content, how many clicks away from a surfer the information shall be placed – are disclosed. As we all know, hotel and vacation destination-marketers compete not only with each other, but also with online-booking giants. We show here how the Hard Rock Hotel & Casino's Internet Marketing created a sophisticated and successful policy designed to keep customers within their own booking “reach”. As destinations become more sophisticated in their marketing practices, existing theories of marketing strategy can become very useful. How the sports portfolio can contribute to destination marketing is also discussed in this section.