C2: Manage Your Small to Medium Business in the Tourism Industry

Effective business management in the tourism industry is essential to navigate the sector’s complexities and remain competitive in a constantly evolving market. New trends, such as experiential and alternative tourism, are redefining the way destinations are promoted. This means that key players in the tourism sector need to monitor these trends to adapt their strategies and take advantage of innovative tools.

This program is designed for SMEs and offers insight into business management in the tourism industry. It is structured into five 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 it encompasses. The module also explores tourism’s impacts, 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 in the tourism industry. It examines how AI transforms customer experiences, operational efficiency, and marketing strategies, alongside the challenges and ethical considerations AI brings to the industry.
• Module 3: Product Design and Management, provides an overview of the development of tourism products. It covers the fundamental concepts of tourism products, market research techniques and product design process.
• Module 4: Tourism Marketing, provides an insight of the most effective marketing strategies and techniques in the tourism industry. It enables participants to familiarize themselves with brand awareness and engagement with target audiences.
• Module 5: Business Management, focuses on key aspects of corporate management. It presents the best practices for developing a solid governance framework and emphasizes the importance of aligning strategies with a company’s vision. It also examines the benefits of technology in business growth.

By the end of this program, you’ll be able to understand the important aspects of your tourism business, from governance and strategic planning to financing, budgeting and digital integration.