Course Outline

• Tourism marketing essentials | fundamentals
  By the end of this lesson, you’ll understand the key elements of modern tourism marketing and how they differ from traditional methods. You’ll be able to assess your current marketing setup, identify gaps using a health check, and take practical steps to improve it by choosing the right tools, channels, and priorities to boost your online performance.
• Tourism marketing essentials | strategy
  This lesson will teach you how to build a sales-led marketing strategy for your tourism business. You’ll define your unique selling proposition, identify your ideal customers, set clear objectives, choose the right platforms, and structure your content around themes that drive bookings and visibility in AI search.
• Tourism marketing essentials | tactics
  Create a simple and effective calendar with Tourism Marketing Mate, our custom GPT.
• Online Distribution and Reservation Technology | fundamentals
  In this lesson you'll learn what an online booking system actually is and why it's a vital piece of technology for any tourism business today. We’ll cover the essential functions these systems perform, the benefits they bring to your business, and the expectations of today’s travellers when it comes to booking online.
• Online Distribution and Reservation Technology | strategy
  This section helps you make informed choices about which booking system is right for your business. We’ll guide you through assessing your needs, researching the best-fit tools, and understanding pricing models and integrations. You’ll also learn how to prepare the right questions to ask during software demos. The goal here is to avoid overwhelm and ensure the system you choose will support your specific goals and growth.
• Online Distribution and Reservation Technology | tactics
  Now it’s time to put your booking system to work. This lesson focuses on setting up your system for real-world use, integrating it with your website, and ensuring it provides a seamless experience for your guests. We also introduce channel managers to help distribute your availability across multiple platforms.
• Live chat | fundamentals
  This lesson introduces the difference between live chat and messaging, and how each can support your tourism business. You’ll learn how these tools boost bookings, improve customer experience, and fit around your schedule — even if you’re not at your desk. Plus, we bust common myths that stop small operators from getting started.
• Live chat | strategy
  This lesson helps you define a clear purpose for live chat — whether it’s boosting bookings, improving satisfaction, or reducing repetitive questions. You’ll learn how to choose the right platform, connect it to your existing systems, and measure results so your chat strategy supports both your guests and your goals.
• Live chat | tactics
  This lesson shows you how to use live chat tools to boost engagement and streamline customer service. Learn to set proactive messages, use shortcuts, integrate bookings, and explore AI tools like Tidio and Chat2. With the right setup, live chat becomes a time-saving, booking-boosting asset — even when you’re off the clock.
• Email marketing automation | fundamentals
  Discover how email marketing automation can save you time and grow your tourism business by delivering the right messages at the right time—automatically. You'll learn the basics of how it works, why it’s powerful, and how even small tourism operators can use it to improve engagement and bookings. With practical examples and easy-to-follow guidance, this lesson will help you take your email marketing to the next level.
• Email marketing automation | strategy
  Learn how to use email automation to guide customers from first contact to loyal fan using the value ladder. This lesson covers tagging, nurture sequences, behaviour-based triggers, and lead scoring — all designed to boost engagement and bookings while saving you time.
• Email marketing automation | tactics
  This lesson will guide you through choosing a platform, setting up your account, organising your contacts, and building your first opt-in pop-up — all with a tourism business lens.
• Meta ads | fundamentals
  This lesson gives you the essentials to start using Facebook and Instagram ads confidently, even if you’re new or out of practice. You’ll learn how campaigns work, what tools you need, and how to get the best results without blowing your budget. Whether you manage ads yourself or work with an agency, knowing the basics puts you in control.
• Meta Ads | strategy
  Before launching any ads, it’s crucial to get clear on your goals, audience, and message. This lesson walks you through the essential strategy steps—like setting objectives, defining your ideal customer, and planning your budget and creative. With a solid strategy in place, you’ll be better prepared to create ads that perform and deliver real results.
• Meta ads | tactics
  With your strategy in place, this lesson guides you through setting up and running effective Meta Ads step by step. You’ll learn how to use Meta’s tools, create ads that resonate, and refine your targeting for better results. It’s all about launching with confidence and learning as you go to maximise your impact.
• Google Analytics | fundamentals
  This fundamental lesson about Google Analytics will ensure you have everything set up properly in order to start tracking data accurately. It is important that you complete the set-up in one go for data integrity purposes.
• Google Analytics | strategy
  Most tourism businesses track the wrong metrics without understanding which ones actually lead to bookings. A solid GA4 strategy starts by clearly defining your business goals, website objectives, and the KPIs that measure real outcomes, not vanity stats. Setting measurable, time-bound targets for these KPIs ensures you can make informed marketing decisions that actually grow your business.
• Google Analytics | tactics
  Once your goals and KPIs are set, it’s time to put GA4 to work by tracking the right actions — like brochure downloads, enquiry submissions, and booking starts. Set up conversion events and nd use UTM tracking to properly attribute email and social traffic. These tactical steps turn your data into insight, helping you see which marketing efforts drive real bookings not just clicks.