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Dubai 5 October 2026
Training Programme

Training Course in Building Powerful Tourism Media Campaigns

1Summary

A single well-timed photo or short video shared on the right platform can put a destination on travellers' radars faster than any brochure ever could — and that shift toward digital, visual, fast-moving media is exactly what this Training Course in Building Powerful Tourism Media Campaigns, offered by the Arab British Fellowship Training Academy, prepares participants to work with.

The programme covers the tools and platforms that have transformed how tourism messages reach audiences, alongside the fundamentals every tourism communicator still needs: understanding the field and its evolution, planning messages, coordinating with tourism authorities, producing written, visual, and video content, running campaigns, reaching international press, handling crises, and measuring what actually works.

By the end of the course, participants are equipped to plan tourism media campaigns end-to-end, produce and distribute content across channels, and read the data that shows whether a campaign is truly engaging its audience.

2Objectives and target group

Who Should Attend?

  • Journalists, reporters, and editors working in tourism and media institutions.
  • Marketing and public relations officers in tourism ministries and authorities.
  • Employees in travel and tourism companies seeking to strengthen their media presence.
  • Content creators and individuals interested in developing skills in digital tourism media.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

  • Understand the theoretical and practical foundations of tourism media and its role in tourism development.
  • Acquire skills in preparing and editing media materials targeted at the tourism sector.
  • Use digital media and interactive platforms in modern tourism promotion.
  • Develop tourism promotional campaigns based on effective media messaging.
  • Analyse tourism media performance and measure its audience impact.

3Course Content

  • The Power of Social Media in Tourism Promotion

    • Using Facebook, Instagram, and YouTube in tourism promotion.
    • Engaging with audiences and building digital relationships.
    • Leveraging influencers in tourism campaigns.

  • Understanding Tourism Media and Its Evolution

    • Definition of tourism media and its role in promoting destinations.
    • Key historical milestones and recent transformations in the industry.
    • Characteristics of tourism media discourse.

  • Planning Effective Media Messages

    • Identifying the target audience in tourism.
    • Crafting promotional messages and building a media strategy.

  • Partnering with Tourism Authorities and Institutions

    • The role of tourism ministries and authorities in supporting content.
    • Partnerships with cultural and heritage institutions.

  • Writing and Editing Tourism Content

    • Differences between news texts and promotional texts.
    • Using descriptive writing, and linguistic and rhetorical technique.

  • Formats of Tourism Media Content

    • Tourism reports, articles, brochures, and newsletters.
    • Stories and visual tourism experiences.

  • Digital Platforms Driving Tourism Promotion

    • Influential digital platforms and online publishing methods.
    • Targeting new markets via the internet.

  • Tourism Photography and Video Production

    • Elements of attractive tourism imagery and professional shooting techniques.
    • Producing short promotional videos.

  • Graphic Design for Tourism Campaigns

    • Designing digital publications aligned with tourism identity.
    • Using colours and cultural symbols effectively.

  • Connecting Media Work with Tourism Marketing

    • Media as a direct and indirect marketing tool.
    • Building a tourism brand through media, and seasonal campaigns.

  • Understanding and Targeting Tourism Audiences

    • Studying tourist behaviour and media expectations.
    • Adapting messages for different cultures and measuring acceptance.

  • Producing Field Reports and Event Coverage

    • Covering festivals and tourism conferences.
    • Storytelling from events and reinforcing reputation.

  • Running Direct Media Campaigns

    • Identifying suitable coverage channels and coordinating with organisers.
    • Leading the field media team.

  • Reaching International Audiences and Foreign Press

    • Reaching international press outlets and adapting to global editorial standards.
    • Hosting international journalists and preparing professional press releases.

  • Crisis Communication in Tourism Media

    • Handling negative news and maintaining a positive image during crises.
    • Building a crisis media plan and coordinating with relevant authorities.

  • Measuring and Analysing Media Impact

    • Followers, views, engagement metrics, and content analysis.
    • Using digital analysis tools to evaluate and improve messages.

  • Building a Complete, Future-Ready Media Plan

    • Defining timelines, target audiences, and scheduling annual content.
    • Keeping up with new trends, including interactive media and artificial intelligence.

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Training Course in Building Powerful Tourism Media Campaigns