Destination Marketing is an area of growing importance as tourism regions compete to provide unique experiences and exceptional value to visitors. This field trip provides a hands‐ on opportunity to critically explore destination branding in Europe, and to consider the range of marketing strategies employed by regional governments, Destination Marketing Organizations (DMOs), local businesses and communities in achieving an effective competitive place marketing strategy. Participants will explore the role of tourist attractions: natural, cultural, contemporary and commercial in tourism marketing at the local and regional levels and will learn how to establish stronger regional brand identity. Practical insights into heritage related to place, community, ethnicity and identity, as well as the stakeholders in the local and regional tourism industry will be explored. Students will develop practical skills in developing and marketing diverse European tourist destinations and sites.

This course may include a field trip to Bolzano.

*Course content subject to change