Tourism Impact: Strategic Industry Marketing & Positioning

Tourism Impact: Strategic Industry Marketing & Positioning

Location

MST 1027

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Pricing & Revenue Management

Technical Focus Area:

Value-Based Pricing & Revenue Management

About the Course

Travel and tourism is one of the most dynamic and competitive industries in the world, shaped by shifting traveler expectations, rapid technological change, and global trends. This course provides a solid foundation in what marketing in travel and tourism really means—clarifying concepts, roles, and key terminology—before guiding participants through the full process of understanding markets, segmenting audiences, and designing tailored strategies. Attendees will explore the nuances of major traveler segments (leisure, business, adventure, cultural, luxury, budget, families, solo, seniors, eco, and wellness) and learn how to match the right products and messages to each.

The program blends strategic thinking with hands-on tools. Participants will practice planning campaigns across digital and traditional channels; learn how to create engaging content for social media, websites, and offline media; and use analytics to measure performance and refine their approach. Emphasis is placed on building strong, differentiated travel brands and integrating campaigns so that online, offline, and on-the-ground experiences reinforce each other. By the end of the course, participants will be equipped to design tourism marketing strategies that are innovative, adaptable, and measurable.

Learning Milestones

By the end of this course, participants will be able to:
- Define travel and tourism marketing and explain its role in destination and business success.
- Develop comprehensive marketing strategies tailored to different traveler segments and personas.
- Analyze consumer behavior and market trends to inform tourism marketing decisions.
- Implement digital marketing techniques (social media, SEO, PPC, email, content) effectively in tourism contexts.
- Utilize traditional marketing tools (print, broadcast, events, trade shows) in an integrated way.
- Create compelling content and promotional materials for diverse audiences and channels.
- Build and enhance brand identity and positioning for destinations, attractions, and travel services.
- Use data analytics to measure and optimize campaign performance and ROI.
- Design strategic campaigns that drive bookings, increase destination visibility, and support long-term growth.

Professional Audience

- Marketing and communications professionals in tourism, hospitality, and travel
- Destination Management Organizations (DMOs), tourism boards, and city marketing teams
- Tour operators, travel agencies, and online travel platforms
- Hotel, resort, attraction, and airline marketing or sales managers
- Entrepreneurs and managers of small and medium tourism businesses looking to strengthen their marketing

Modular Syllabus

Foundations of Travel and Tourism Marketing

- Overview of the travel and tourism industry and value chain
- Importance of effective marketing strategies in a crowded marketplace
- Key concepts and terminology in travel and tourism marketing
- Understanding market dynamics, seasonality, and demand drivers
- Introduction to market segmentation and targeting in tourism
- Overview of major traveler segments (leisure, business, adventure, cultural, luxury, budget, families, solo, seniors, eco, wellness)
- The role and responsibilities of a travel and tourism marketing expert
- Activity/workshop: Define key segments and initial value propositions for your destination or business

Market Research and Consumer Behavior Insights

- Techniques for conducting market research in tourism (surveys, interviews, secondary data, online analytics)
- Analyzing consumer behavior, motivations, and travel preferences
- Identifying and understanding target audiences and building traveler personas
- Using data to drive marketing decisions and reduce guesswork
- Tools for collecting and analyzing market data (tourism stats, digital analytics, feedback)
- Tracking market trends and competitor activity in travel and tourism
- Translating insights into actionable marketing opportunities
- Exercise: Build 2–3 traveler personas and map their decision-making journey

Digital Marketing Strategies for Tourism

- Developing digital marketing plans tailored to tourism products and destinations
- Utilizing social media platforms (e.g., Facebook, Instagram, X, LinkedIn, TikTok) for tourism marketing
- Creating engaging digital content: storytelling, visuals, video, user-generated content
- Search engine optimization (SEO) fundamentals for tourism websites and content
- Pay-per-click (PPC) and online advertising basics for travel campaigns
- Email marketing and automation for nurturing leads and past guests
- Measuring digital campaign effectiveness and ROI using analytics tools
- Group activity: Draft a simple digital campaign plan for a chosen traveler segment

Traditional Marketing and Relationship-Based Promotion

- The continuing role of traditional marketing in travel and tourism
- Crafting compelling print and broadcast advertising for destinations and services
- Utilizing direct mail and email alongside offline campaigns
- Organizing and promoting events, trade shows, and fam trips
- Building relationships with travel agencies, tour operators, and distribution partners
- Leveraging public relations and media outreach (press releases, press trips, influencers)
- Integrating traditional and digital activities into a unified campaign calendar
- Exercise: Design a mini integrated campaign combining one offline and one online channel

Branding, Strategic Campaigns, and Performance Optimization

- Developing a strong brand identity and narrative for travel and tourism offers
- Positioning destinations and products in a competitive landscape
- Crafting and executing strategic marketing campaigns across channels
- Integrating marketing efforts to provide a seamless traveler experience (pre-trip, on-trip, post-trip)
- Measuring and analyzing campaign performance: KPIs, dashboards, and reporting
- Adapting strategies based on market feedback, performance metrics, and new trends
- Building a practical marketing strategy roadmap for your organization or project
- Capstone: Present a Travel and Tourism Marketing Strategy for a chosen destination or product

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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