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The Gruets expend much effort getting their wines into Santa Fe restaurants, figuring on word-of-mouth tourist advertising.
FORBES: Magazine Article
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They would have to pay to register with the Northern Ireland Tourist Board, and for advertising.
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"A code of conduct exists in relation to the promotion and advertising of all tourist accommodation, " it said.
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But the drop was not as bad as the British Tourist Authority had feared, and it believes advertising campaigns in key markets abroad are starting to pay dividends.
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The Hong Kong Tourist Association, for instance, focuses some of its advertising on local people, stressing the economic benefits of making visitors feel welcome.
CNN: WHY VISIT THIS YEAR?
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Sir George says that a tourist getting on a train at King's Cross will see large posters advertising the beauties of Scotland, but nothing on the attractions of the north-east.
ECONOMIST: Britain is not attracting as many tourists as it should