Marketing & Communication

Destination and Tourism Marketing

Destinations compete globally for visitors, events and investment. This course covers destination and tourism marketing: destination branding, visitor segmentation, digital marketing and content, working with travel trade and airlines, events and MICE marketing, stakeholder partnerships and measuring tourism performance.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Destinations succeed when stakeholders market a coherent story. You will learn to plan destination marketing that attracts the right visitors.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Destination case studies, branding workshops, campaign planning and stakeholder exercises.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Develop destination brand and positioning
Segment and target visitor markets
Plan digital and content marketing
Work with travel trade and partners
Market events and MICE
Measure destination marketing results

Target audience

Who should attend.

This course is suitable for:

Tourism board and destination marketing staff
Hotel and hospitality marketers
Event and MICE professionals
Travel trade managers
Local government economic development staff

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Destination branding
Visitor segmentation
Digital marketing
Partnership management
Performance measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Destination Marketing

09:00–10:08Tourism trends
10:08–11:00Destination competitiveness
11:00–11:30Coffee break
11:30–11:45Destination competitiveness (continued)
11:45–12:53Stakeholders
12:53–14:00Exercise

Day 2Branding

09:00–10:08Destination identity
10:08–11:00Positioning
11:00–11:30Coffee break
11:30–11:45Positioning (continued)
11:45–12:53Brand story
12:53–14:00Workshop

Day 3Markets and Channels

09:00–10:08Visitor segments
10:08–11:00Digital channels
11:00–11:30Coffee break
11:30–11:45Digital channels (continued)
11:45–12:53Content
12:53–14:00Exercise

Day 4Partners and Events

09:00–10:08Travel trade and airlines
10:08–11:00Events and MICE
11:00–11:30Coffee break
11:30–11:45Events and MICE (continued)
11:45–12:53Joint campaigns
12:53–14:00Case study

Day 5Measurement

09:00–10:08Tourism indicators
10:08–11:00Campaign evaluation
11:00–11:30Coffee break
11:30–11:45Campaign evaluation (continued)
11:45–12:53Strategy
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.