Based on the fact that touristic products are service packages and, furthermore that they are provided for strangers, tourism, especially with respect to its structure, is characterized as an international business. Being subject to the conditions of globalization, chances to source components of the touristic product cost-effectively anywhere in the world are given. The risk of globalization is seen in the standardization. Standardization erases the characteristics of a destination and therewith destroys competitive advantages. A transnational marketing strategy is regarded as a solution: Using global advantages with a simultaneous preservation of local anchorage.