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This chapter presents a case study that is aimed to examine the link between the products or experiences provided for tourists, the expectations created in brochures and the markets currently buying day trip tours to the Great Barrier Reef. An audit of marine tourism promotional material was undertaken by conducting a content analysis of brochures available from both within and outside the Far North Queensland region. Marine environments feature in almost 45 percent of the regional covers, while reef-specific locations account for 22 percent of the images presented on the front pages of regional brochures. The first step in the analysis of the visitors survey data was to examine the actual experience of reef visitors. The results showed that the majority of respondents travelled as couples. Travel parties ranged in size from single travellers to parties of 53 with 83 percent of respondents travelling in groups of 5 or fewer. Responses to the question about enjoyment indicated that only five people did not enjoy their trip at all, while 39 percent rated their enjoyment as 10 out of 10 and 87 percent of respondents ranked their level of enjoyment as an 8 or higher. The mean level of enjoyment was 8.8 indicating a high level of satisfaction.