Tourism is a service no traveller can see, touch or try before buying it, which is exactly why the story a country tells about itself through the media often matters as much as the destination itself.

Arab British Fellowship Training Academy built this training course around that reality, giving media, public relations and tourism professionals a practical grounding in planning and running Tourism Media Campaigns – from shaping a country's international image to correcting misconceptions and keeping visitor numbers growing through every stage of the tourist's journey, before, during and after the visit.

Who Should Attend?

• Journalists, broadcasters and radio/TV professionals covering tourism.
• Owners and directors of travel agencies, airlines and maritime transport companies.
• Media studies students planning a career in the tourism sector.

Course Objectives:

By the end of the course, participants will be able to:

• Launch promotional campaigns that showcase a country's tourist attractions and local features.
• Position tourism products and services strategically through the media.
• Build and sustain an attractive national tourism image to grow visitor numbers.
• Present an authentic picture of local society and correct misconceptions about it.
• Set short-term and long-term objectives for campaign execution, and weigh the media's role in tourism development and the national economy.
• Balance media coverage across tourism sectors according to local characteristics, and adapt to competitive international market demands.
• Recognise and avoid the pitfalls of negative tourism media while keeping campaigns transparent.

• Module 1: Why Tourism Media Matters
  • Defining tourism media and its core concepts and objectives.
  • How tourism itself is defined and understood within media work.
  • The media's impact on the tourism industry and the national economy.
• Module 2: Functions, Types and Techniques of Tourism Media
  • Major activities and functions performed by tourism media.
  • Different types of tourism media and when each is used.
  • Technical methods and techniques applied in tourism media work.
• Module 3: Managing Risk in Tourism Media
  • Potential risks of tourism media and the problems they can cause.
  • Avoiding the negative effects of adverse tourism media.
  • Maintaining transparency and credibility throughout a campaign.
• Module 4: Tourism Marketing and Promotion Foundations
  • Core concepts of tourism marketing and promotion.
  • Linking media strategy to broader promotional objectives.