The pull effect of a destination can be positively influenced by the introduction and reinforcement of pro-tourism policies that make a destination more accessible. ① Governments, for example, can and often do employ awareness campaigns among the resident population to promote a welcoming attitude towards visitors, in order to foster a positive market image. ② However, because such campaigns depend on widespread social engineering, and because their effects can be counteracted by random acts of violence, positive outcomes cannot be guaranteed. ③ Most governments in developing countries encourage international tourism because tourists from wealthy countries usually spend more. ④ Furthermore, it is the behaviour of some tourists, and the structure and development of tourism itself, that often generate negative attitudes within the host community. ⑤ This implies that major structural changes to tourism itself, rather than awareness campaigns, may be required to foster a welcoming attitude.