We have developed a national corporate culture and an awareness of tourism. It is important that each citizen contributes to making it work by ensuring tourists are treated with genuine warmth, friendliness, welcome and hospitality. Corporate awareness is the base on which the industry is built. Tourism will only work for us if we make it happen. If we watch others do it or ask what others have done, we will lose out to our competitors. Our potential clients are increasingly sophisticated and demanding. We need to work hard to keep our share of the market.