Strategic Approach Needed To Capitalize On Tourism Growth Says Tourism Dean
For immediate release – Dec. 20, 2007
Victoria, B.C. – As worldwide tourism continues to grow by leaps and bounds in the coming years, opportunities will increase for destinations and attractions to put themselves on the map - but so will global competition. Tourism companies and organizations will have to become increasingly strategic in branding and marketing their destination, says Dr. Nancy Arsenault, and that will require new skills, knowledge, and expertise.
“Most cities and regions, even those with great tourism products and unique reasons to visit, have the potential to increase their tourism revenue,” says Arsenault. “There are exciting places, beautiful natural attractions, and engaging cultural experiences all over the world. Today’s traveler is looking for unique, authentic experiences. That means communities and tourism businesses must be strategic in determining how to showcase their attributes, tell their stories, and invite visitors.”
Royal Roads University’s Faculty of Tourism and Hotel Management is set to launch a program that will help tourism professionals do just that. Beginning January 21, 2008, the university will offer a six-month graduate certificate in Destination Development for professionals working within the tourism and hospitality sector as well as urban planners, government employees, and community development agencies with tourism responsibilities.
The program will use a case study approach to examine how to transform communities into sustainable tourism destinations, how to target niche markets, and how to create successful tourism partnerships with local governments, businesses, First Nations groups and other stakeholders.
The certificate is made up of three courses: Transforming Destinations, Product and Market Innovations, and Strategic Tourism Marketing. The program includes a 10-day residency at Royal Roads University’s campus in Victoria, B.C. and the remaining course work is completed online over a six month period. Students who successfully complete the program and decide to continue on to the Master of Arts in Tourism Management, in the fall of 2008, will have all three courses credited towards the degree.
Some seats are still available in the January program. For more information, go to www.royalroads.ca/tourism or call 1-877-778-6227.
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For media queries, contact:
Communications Officer, Phil Saunders
phil.saunders@royalroads.ca (250) 391-2526, cel (250) 812-5065 or,
Community Relations Director, Stephanie Slater
stephanie.slater@royalroads.ca (250) 391-2712, cel (250) 361-5020
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