Overview of Course

The tourism industry is a prime example of the experience economy, instead of a tangible product, you are selling an experience of place in all the aspects it has to offer. You are competing with the entire world every time you promote tourism in a given destination, and this high level of competition demands a creative and unique approach. This course will provide students with an understanding of marketing processes, promotional concepts and techniques related to the global tourism industry. Basic concepts and issues in tourism promotion in the digital era will be examined through problems and characteristics specific to the industry in the SAS countries visited. Challenges in destination marketing and branding will be explored using various SAS countries as case studies.