Content marketing in tourism

Start of recruitment	1 may 2023
Duration	6 semesters
Mode of education	Full-time, part-time, part-time online/hybrid

It appears in brochures, articles, advertising materials and on the Internet. It entertains, intrigues, educates, convinces and inspires. Content is currently the key to attracting customers’ attention, building relationships with them and ultimately leading to a purchase. This is particularly important in the tourism industry, where consumers often make decisions under the influence of content found on the Internet. The quality and relevance of the content is a factor that determines the attractiveness of the offer and makes some companies in the travel industry achieve impressive results, while others find it difficult to stay on the market.

This is especially important in the tourism industry, where consumers often make decisions influenced by content found online.

Their quality and relevance to customer preferences therefore prove to be a factor that often determines the attractiveness of an offer and makes some companies in the tourism sector achieve impressive results, while others struggle to stay in the market.

Why choose a specialization in content marketing in tourism?

Creating content – text, graphics, video content – and skillfully analyzing the indicators of its effectiveness is now an important competence of every specialist in the tourism and recreation sector. Websites, social media posts, press articles, guides, reports, advertising slogans are essential to advertise and sell tourism services. However, research shows that customers are no longer attracted to arbitrary, correct content – they expect inspiration, storytelling and customization of the narrative to fit their own needs and values.

Professionally created content has become an essential element of modern marketing communication and requires the use of many techniques: storytelling, RTM, adapting content to the appropriate communication channel, using lead magnets, analyzing effectiveness indicators, targeting, and content promotion. Content marketing, then, is more than writing, taking photos, or creating videos – it is a strategic tool in marketing communications that requires knowledge and practical competence.

What will a degree in Tourism Content Marketing give you?

Under the guidance of expert practitioners, you will learn to create all types of content that you may need to work in the tourism and recreation industry. You will learn the principles of industry copywriting, advertising photography techniques and editing promotional clips. You will learn how to select the right social media platforms to publish travel industry content, generate organic reach, and build engaged relationships with your audience. You will learn about the forms of paid content promotion, as well as how to analyze the effectiveness indicators in order to better adjust the content to the preferences of your target groups. You will learn to create content marketing strategies in the tourism and recreation sector, as well as to implement complex campaigns.

Course of study

Your studies will begin with a theoretical introduction to help you build a strong foundation of knowledge. Then, under the guidance of practitioners, you will learn to carry out specific tasks and projects:

We will teach you how to write content effectively
We’ll show you how to promote content on forums, in community groups (whisper marketing),
You will learn what are the forms of advertising on portals and blogs and how to use them
You will learn to use search engine tools (ads) and position content
Experts will teach you how to effectively measure activities based on selected metrics

What will the student learn?

The student will:

Use of analytics tools such as Semstorm, Senuto, which are used for content analysis and search engine optimization.
will learn the principles of text preparation and its optimization in the context of SEO,
will gain analytical skills in evaluating the accuracy of content and its distribution.
will learn how social media works in the context of content marketing.
will gain knowledge of storytelling.

All issues will be discussed comprehensively and in relation to other tools: inbound marketing, influencer marketing, real-time marketing, social media marketing or viral marketing. You will be able to create comprehensive strategies to increase the effectiveness of promoting and selling travel services.

Additional benefits for students of Content Marketing in Tourism

All of the courses in the Content Marketing in Tourism specialization will be closely related to the realities and needs of the tourism industry, thanks to which you will acquire the skill of creating specialized content for a given sector, which is highly sought after by employers. It will be possible thanks to cooperation with lecturers who are experts in the field of tourism, recreation, hospitality, tourism marketing, copywriting in the tourism industry, public relations.

What about after studying content marketing in tourism?

In modern times, no hotel, travel agency, event agency or spa & wellness resort can do without content marketing. Competition in the market is very high, so specialists in this area are particularly sought after. After studying Tourism Marketing Content Analyst and Creator you can find employment in marketing departments of all tourist facilities, as well as establish – and promote – your own tourism company.

In addition, the graduate can work:

In marketing and interactive agencies as a content manager – a degree with this specialization will provide general knowledge of the mechanics of web content that can be applied to work in marketing agencies.
For the social media manager position – knowledge of content creation and social media operations will provide a good start to a job as a social media specialist specializing in tourism.
For the position of inluencer marketing manager coordinating travel campaigns – the ability to create catchy messages and knowledge of influencer marketing mechanisms will enable you to start your career as a person managing campaigns with bloggers / vloggers etc.
As a product manager in the tourism industry, responsible for the promotion of the tourist offer on the Internet and traditional communication channels.
In regional tourism organizations – graduates have the knowledge to effectively promote the region through digital (and non-digital) communication channels and manage communications.
In travel agencies – thanks to their knowledge of storytelling, graduates of this specialization will find their place in travel agencies as people responsible for communication and preparation of promotional materials which build emotions in their recipients.
In publishing preparing book and digital publications on tourism.
In the media (press, TV, radio, web portals) dealing with tourism.
As copywriters – despite the tourism focus, the specialization provides a general knowledge of content creation and distribution that will translate into a readiness to work as a copywriter both freelancing and employed by agencies.