Another ingredient, the key to the successful development of tourism, is the quality and levels of service that the industry has to offer. It makes little sense to invest millions of euro in building state-of-the-art facilities unless the necessary steps are taken to ensure the quality and level of service are in accordance with what the customer wants and consistent with what that customer has been led to expect, or, to put it another way, excellence in the physical design and quality of tourism products and good investment planning must be matched with equally good operational planning and delivery of services. If operational standards do not match the physical quality of facilities, the market potential of these facilities, from both overseas and domestic markets, may not be realised.