Quick, finish this statement: "What happens in Las Vegas . . . ." Or this one: "Virginia is for . . . ." Those are two of the classic travel slogans of modern times, advertising tag lines that have insinuated themselves into the lexicon and, not incidentally, colored how you and I think of a particular destination.

Most of us don't consider it, but destinations and travel companies spend hundreds of hours and lots of money—$205 million the first quarter of this year, according to media tracking service TNS Media Intelligence—thinking up catchy slogans meant to capture both the essence of a place and your travel dollars.

But not every hit is a home run. For example, I think Philadelphia—a city I adore—blew it when some marketing types decided to shed “The City of Brotherly Love” for “The City That Loves You Back.”

Now, what the heck is a city that loves you back mean? Sure, the brotherly love thing goes way back, but sometimes you stick with a winner. My bet is unless you’re from Philadelphia, you’ve never heard the loves-you-back slogan.

There’s a long list of slogans I’d call fairly average and uninspiring. Canada this year unveiled “Locals Know” as part of a big print, television and Internet ad campaign. In 2005, Alaska trotted out “Alaska B4UDie.” I didn’t think that was particularly inspiring. Florida’s new “Share a Little Sunshine” is so-so in my book, as is “Value Arizona.” I’d put the latter right up there with Alabama’s 2003 new catchphrase: “The year of Alabama.”

Aruba last year came up with “90,000 friends you haven’t met yet," which isn’t too bad unless you don’t especially want to make 90,000—or even nine—new friends on your vacation. I thought New Zealand’s “100% Pure” was very appropriate for that lovely, mostly pristine little country. I thought “Pure Michigan,” however, was less appealing when it was introduced three years ago. India spent millions on its “Incredible India” campaign, and although the phrase isn’t that inspired, the photos and execution of the campaign were so stunning, it was a hit. And even though it was introduced in 1984, Australia’s campaign starring actor Paul Hogan telling the world to come visit and “We’ll put another shrimp on the Barbie” still resonates. And “shrimp on the Barbie” is a fairly common expression in the U.S.

Earlier this year, Forbes.com asked a panel of judges, including me, to choose the best marketing slogans for a destination. Number three was New Zealand’s “100% Pure,” runner up was “Incredible India,” and the winner was—not surprisingly—Vegas.

So when you are next welcomed by a billboard to a new vacation spot, notice how marketers think you should think of the place. And be your own judge.