Glossary
| ATB | Area tourist board |
| BHAG | Big hairy audacious goal |
| CAM | Commercial accommodation monitor |
| CVB | Convention and visitors bureau |
| DMO | Destination marketing organisation |
| EAV | Equivalent advertising value |
| IMC | Integrated marketing communication |
| LTA | Local tourism administration or Local tourism association |
| Marcom | Marketing communication |
| NTA | National tourism administration |
| NTO | National tourism office |
| PPP | Public-private partnership |
| ROI | Return on investment |
| RTB | Regional tourist board |
| RTO | Regional tourism organisation |
| ToMA | Top of mind awareness |
| TTRA | Travel and Tourism Research Association |
| VIC | Visitor information centre |
| VFR | Visiting friends and/or relatives |
| VMP | Visiting media programme |
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