|Start of recruitment
|1 may 2023
|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.
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.
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.
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:
The student will:
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.
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: