Embrace upcoming technologies to engage tourism customers. This minor equips you with the skills, strategies and mindset to thrive as a marketing professional in a fast-changing industry that urgently needs experts in cutting-edge tools.

The tourism industry is undergoing an unprecedented transformation as artificial intelligence reshapes the way travellers research, plan and book experiences. AI-powered chatbots, personalised recommendations and predictive analytics are fundamentally altering the way tourists make decisions. This minor will teach you to recognise these changes and apply agile, market-oriented, tech-savvy solutions. You will also be challenged to design a game that will attract tourists to destinations and create engaging experiences.

By working alongside industry experts in areas such as social media, conversion optimisation, UX, analytics, games, and AI implementation, you will gain hands-on experience in online strategy, website development, and marketing channels such as Ads, email marketing, and social media. You will also explore the latest trends, such as generative AI for content creation, and understand their impact on businesses and travellers.

Why choose this minor?

• Bridge the gap between marketing and technology. You will develop the rare ability to translate creative marketing strategies into technical implementation, making you invaluable to employers.
• Gain hands-on experience working directly with industry experts from leading companies in social media, conversion optimisation, UX design and analytics, building real-world competencies as you go.
• You will master AI-driven marketing tools and learn how artificial intelligence is revolutionising tourist behaviour and decision-making. You will also gain practical skills to leverage these technologies for business impact.
• You will understand the urgent industry demand for professionals who can navigate the intersection of tourism, marketing, and technology, and you will be ready to start your career immediately.

What’s in it for me?
A lot of attention has already been paid in your studies to creating and managing customer experiences in leisure, tourism and hospitality. In this minor, you will learn how to market these experiences in today’s technology-driven world. Upon completion, you will be able to bridge the gap between marketing communication and technology – a vital skill in today’s tourism industry!

By the end of this minor, you will have developed a professional perspective on commercial and digital marketing in the tourism sector.

• You will be able to develop substantiated digital marketing campaigns using the latest tools and platforms.
• You can create and optimise a website using principles of usability and conversion rate optimisation.
• You can apply social media and data research techniques, including the relevant ethics.
• You will understand the fundamentals of data, how to visualise it, and how to provide advice based on the insights gained from it.
• You will research a tourism challenge, design a game-based intervention to address it and develop a playable prototype to demonstrate your solution.
• You have expanded your professional network through our expert guest speakers.
• You have developed an inquisitive mindset towards lifelong learning in the field of digital marketing.

• Propaedeutic certificate obtained

We use a lot of online professional and some academic sources. The main book that is used:

• Digital Marketing Fundamentals (3rd ed) by Visser& Berry

You will experience a variety of teaching methods: SCRUM project, workshops, (guest) lectures, consultations and self-guided learning.

• Business Intelligence (5 EC, group + individual assignment)
• Social Media Research (5 EC, group + individual assignment)
• Digital Marketing Project (5 EC group presentation +10 EC individual oral exam)
• Designing Games for Tourism Innovation (5 EC group presentation)

Language of instruction
Blended: two classes (one in English and one in Dutch).
If this is not suitable, we will proceed as follows based on the application numbers: Combi EN/NL (the course will be taught in English, but students will have the option of submitting their assignments/work in Dutch).

Topics and Structure of the minor
Topics
-       Website development, SEO, online advertising and influencer and affiliate marketing.
-       Usability and conversion rate optimisation.
-       Social media marketing and research.

>         Online strategy, data analytics and business intelligence
>         Website development, SEO, online advertising and influencer and affiliate marketing
>         Content, visual communication and persuasion techniques
>         Usability and conversion rate optimisation
>         Social media marketing and research
>         Game-based innovation for a tourism destination
>         Connecting to the industry

Structure
You will follow three 5 EC modules: Business Intelligence, Social Media Research and Designing Games in Tourism.

The remaining 12 weeks of the minor consist of a digital marketing project, for which you will work in a team to develop your own website and marketing communication tools.

You will receive continuous feedback on your deliverables and progress.

Additional costs
You will be invited to join the field trip, which involves visiting an international trade fair. In 2025, we went to Sevilla. Depending on the destination and duration, the estimated cost will be between 150-300 euros.