This chapter explores some of the key issues and principles of tourism and hospitality marketing. The terms “tourism” and “hospitality” are defined and then the concepts of marketing and tourism marketing are examined. The chapter discusses how marketing applies to the field of tourism and hospitality. It also described the core principles of marketing. These include information gathering, the marketing mix, marketing planning, and customer relationship management. Further, this chapter presents some of the reasons for studying tourism and hospitality marketing. Finally, the chapter’s in-depth case study examines the concept of marketing orientation and its application to Warner Bros Studio Tour, London: The Making of Harry Potter.