This is a concern, as the tourism industry is highly dynamic and responsive to changing trends and markets. Tourism is the sum or final product of many highly co-ordinated products and services which include transport, accommodation and restaurants. Most of those products and services are not purchased at the destination, even though they are all consumed there, so there is a need for effective flows of information and highly co-ordinated action across a complex network that comprises producers, suppliers, purchasers and consumers to ensure that the ‘unseen’ product or service meets expectations.