C1: Government Tourism Strategies & Policies

The tourism industry is a complex and constantly evolving sector, driven by technological advances and shifting consumer expectations. From the rise of new technologies to the integration of artificial intelligence, the tourism sector is in constant transformation. New trends, such as experiential and alternative tourism, are redefining the way destinations are promoted and how travelers experience them. So, key layers in the tourism sector need to keep track of these trends, as they will help them adapt their strategies, take advantage of innovative tools and meet the expectations of travelers.

This curriculum, designed for policy-makers, offers a general exploration of the main topics in the tourism sector. It is structured into four main modules:

• Module 1: Introduction to the Tourism Industry, provides an overview of the tourism industry, including basic concepts such as the classification and the types of tourism, as well as the products and services in the tourism industry. The impacts of tourism are also explored. It also covers market segmentation, tourist motivations and the principles of ethical and sustainable tourism.

• Module 2: AI in Tourism-Transforming the Experience, focuses on the role of artificial intelligence and explores how AI is transforming the tourism industry. The impacts of AI on customer experiences, operational efficiency and marketing strategies are also discussed, as well as its challenges and its ethical considerations.

• Module 3: New Trends in the Tourism Industry, tackles the latest trends influencing tourism, including experiential and alternative tourism. The module highlights upcoming challenges and opportunities, as well as the innovations shaping the industry and the sustainability and ESG (environment, social and governance) practices.

• Module 4: Building Blocks of Country Strategy, explores tourism strategies and policies, as well as governance structures. Business travel, which has received increased attention in recent years, is also covered. The module also includes destination management and competitive assessments which provides a framework for the development and implementation of successful national strategies.

These modules will provide policy-makers with the knowledge and tools they need to develop effective tourism strategies and adapt to the new dynamics of the tourism industry.