"Attracting high-value tourists is an easy claim for destinations, but building a customised high-yield tourism strategy is complex and challenging." In recent months, we've noticed that the terms High-Yield and High-Value Tourism are being used interchangeably. We believe this a mistake. On this week's podcast, Gary and Jens discuss how the travel industry’s language shapes its direction, and that the distinction between high-value and high-yield tourism is about much more than semantics. Identifying and measuring the multiple sources of yield in tourism moves the debate inexorably away from competing on visitor arrivals and tourism expenditure. These are one-dimensional metrics that deliver flawed destination marketing and management and neglect the importance of community engagement. But it requires more than a mindset shift. Tourism planners need to delve beneath the top-line, and conceptualise what their destination could become by harnessing the myriad resources that are often relegated in the short-term race for tourism dollars.