These are the four classic “p”s of marketing (product, price, place and promotion), an interpretive model created at the end of the sixties. I fear that it is still unknown to certain national players in the tourism industry. Some countries attract tons of tourists with unbeatable prices. In the Competitive Price Index, which compares tourist attractions and tour packages in 144 countries, Mexico ranks 55th, Spain 105th and Italy 133rd. Italy has high labor costs, but declaring a price war on Mexico and Spain to compete with them is not a realistic option. Furthermore, a low-cost mass tourism model is not entirely compatible with our territory. Well, apart from the price war, there are three levers left. Let's start with the location - that is, both the place where one learns about and purchases the travel product and the place where one can go to "consume" the product.