Digital Tourism

Presented by:

Marijo Irastorza and Valentina Chanina


This project aims to develop a new qualification for tourism, one of the fastest growing sectors in both Europe and the world. This new qualification aims to blend tourism and IT skills and meet new trends in consumer demand. The course will be delivered mainly online and students’ work assessed by peer review. It targets young people between the ages of 15 and 19 and will prepare them to work with both traditional and new business models. Traditional models include Destination Management Companies (DMCs), Destination Management Organizations (DMOs), Global Distribution Services (GDSs), Hotels, Travel Agencies, Companies providing recreational activity leaders and national, regional and local tourist bureaus. New models include companies operating online or using cloud computing services and the digital travel market. This includes meta-search engines, fare aggregators, online travel agencies (OTAs) or traditional travel agencies that wish to develop or expand their online sales. The course will cover all kinds of tourist products including Sun and Sand, Business, MICE (meetings, incentives, conferencing and exhibitions), city breaks, golfing getaways, wilderness trips, cultural excursions, gastronomy holidays etc.

They will be conducting both B2B and B2C transactions according to their job profile which may be the creation, development, promotion or sale of tangible or non tangible products online at public or private organizations of all sizes. They will use a range of skills and draw on different areas of knowledge from marketing to geography, psychology, IT, arts, history; photography, video and language skills.

The project will provide students with professional knowledge and skills focused on IT-based promotional and marketing strategies (travel technology or e-tourism). Digitalization promotes company growth.