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Tourism Destination Management and Branding

Intensive 5-day course · English, Arabic & European languages

Tourism managers, supervisors and destination administrators examine how management and branding influence destination competitiveness. A five-day sequence covers governance, public-private cooperation and benchmarking before moving to brand identity and destination operations. Delegates consider sustainable plans, carrying capacity and mass tourism, with visitor information and quality control forming part of the work on satisfaction and trust.

Classroom

Public courses in our cities

  • 19–23 Oct 2026London£3,360 + VAT
  • 19–23 Oct 2026Abu Dhabi£4,200 + VAT
  • 2–6 Nov 2026Frankfurt£2,600 + VAT
  • 16–20 Nov 2026Jeddah£4,200 + VAT
  • 7–11 Dec 2026Muscat£3,080 + VAT
  • 21–25 Dec 2026Barcelona£3,080 + VAT
Show 24 more dates
  • 4–8 Jan 2027Milan£3,400 + VAT
  • 18–22 Jan 2027Kuala Lumpur£1,800 + VAT
  • 1–5 Feb 2027Malaga£3,080 + VAT
  • 15–19 Feb 2027Barcelona£3,080 + VAT
  • 1–5 Mar 2027Sarajevo£3,400 + VAT
  • 15–19 Mar 2027London£3,360 + VAT
  • 5–9 Apr 2027Frankfurt£2,600 + VAT
  • 19–23 Apr 2027Dubai£4,200 + VAT
  • 3–7 May 2027Riyadh£4,200 + VAT
  • 17–21 May 2027Barcelona£3,080 + VAT
  • 7–11 Jun 2027Doha£4,200 + VAT
  • 21–25 Jun 2027Kuala Lumpur£1,800 + VAT
  • 5–9 Jul 2027Geneva£4,200 + VAT
  • 19–23 Jul 2027Barcelona£3,080 + VAT
  • 2–6 Aug 2027Abu Dhabi£4,200 + VAT
  • 16–20 Aug 2027London£3,360 + VAT
  • 6–10 Sep 2027Frankfurt£2,600 + VAT
  • 20–24 Sep 2027Cairo£2,280 + VAT
  • 4–8 Oct 2027Jeddah£4,200 + VAT
  • 18–22 Oct 2027Barcelona£3,080 + VAT
  • 1–5 Nov 2027Singapore£4,200 + VAT
  • 15–19 Nov 2027Kuala Lumpur£1,800 + VAT
  • 6–10 Dec 2027Muscat£3,080 + VAT
  • 20–24 Dec 2027Barcelona£3,080 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

Can't make these dates? We can run this course for your team on dates that suit you. Ask for custom dates · In-house options

Online (live)

With a trainer, on dates to suit your team

This course can be taught live online by a trainer, in English, Arabic or any European language, for one person or a whole team.

£1,850 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

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Tourism Destination Management and Branding

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Course overview

Managing a destination involves attractions, visitor experience and the organisations responsible for governance. The course examines governing bodies' duties and those of Destination Management Organisations (DMOs), including cooperation between public and private sectors. Attraction factors matter. Delegates consider the structure of destination management and how policies and performance standards support competitiveness in global tourism.

Assessment sessions examine what influences destination choice and how competitiveness can be evaluated, compared and benchmarked. Branding follows: identifying target markets, working through brand building and developing a distinctive identity and position. The programme connects those choices with product design, marketing and development, then examines carrying capacity and the operation of destinations and sites.

Sustainable management of attractions and destinations includes measures to reduce the negative effects of mass tourism. The visitor-management sessions consider different perspectives and actions, visitor information and quality control, together with approaches to improving satisfaction and trust. Theory and practical learning are combined through lectures, cases, group discussion and collaborative exercises.

Course objectives

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

  1. Explain destination management strategies and the role of private-public sector cooperation
  2. Evaluate destination competitiveness and compare performance
  3. Establish a favourable destination image through branding and positioning
  4. Formulate sustainable management plans for destinations and attractions
  5. Apply methods to increase visitor satisfaction and trust

Target competencies

  • Tourism functions and key players
  • Destination management scope
  • Destination competitiveness assessment
  • Distinctive destination branding
  • Tourism offering development
  • Visitor satisfaction and experience

Who should attend

This course suits:

  • Managers directly or indirectly involved in tourism management
  • Supervisors in tourism management
  • Destination administrators

Training methodology

  • Theoretical and practical learning use an interactive teaching approach.
  • Lectures, cases from actual practice, group discussions and collaborative exercises support the course work.

Daily agenda

  1. Day 1

    Destination management structures and responsibilities

    • Basic components of a tourist destination
    • Pillars of destination management
    • Responsibilities of Destination Management Organisations (DMOs)
    • Public-Private Partnerships (PPPs) in tourism
    • Benefits of destination management policies
    • Factors making a destination attractive
  2. Day 2

    Assessing and comparing competitiveness

    • Factors contributing to competitiveness
    • Destination choice and competitiveness
    • Assessing destination competitiveness
    • Benchmarking competitiveness
    • Managing the findings of benchmarking
  3. Day 3

    Developing destination brands

    • Challenges of branding tourism destinations
    • Benefits of effective branding
    • Identifying target markets
    • The process of building a brand
    • Creating a brand identity
  4. Day 4

    Strategies for destination operations

    • Designing tourism products
    • Marketing and developing products
    • Determining carrying capacity
    • Governance and tourism management stakeholders
    • Operating destinations and sites
  5. Day 5

    Quality control and visitor management

    • An introduction to visitor management
    • Challenges associated with mass tourism
    • Main perspectives on visitor management
    • Actions for managing visitors
    • Managing visitor information

Certificate

Every delegate who completes the course receives an ARUK Training Certificate of Attendance.

Frequently asked questions

How do I register?

Choose a date and city in the schedule and press Register, or send us an enquiry. Our team confirms your place and sends an invoice.

Are fees shown with VAT?

Fees are shown per delegate and exclude VAT, which is added to the invoice where applicable.

Can this course be delivered for our team only?

Yes. Any ARUK course can be delivered in-house at your premises, in a meeting room we book for you, or 1-to-1.

Is this course available online?

Yes. We run it live online with a trainer, on dates that suit your team, for £1,850 + VAT per delegate.

Is there a group discount?

Yes. 20% for 2 delegates, 35% for 3 delegates and 50% for 5 or more delegates on the same course.

Can the course be delivered in Arabic or another language?

Yes. Our courses can be delivered in English, Arabic or any European language, by a trainer who teaches in that language. Mention your preferred language when you register or enquire.

What certificate will I receive?

An ARUK Training Certificate of Attendance.

Related courses

Register

Tourism Destination Management and Branding

Key booking terms (read before you register)
  • The full fee is paid in advance, before the course starts.
  • Cancel in writing 30 or more days before the start date (45 for in-house) for a refund. Later than that, the full fee is payable.
  • No refund for non-attendance or partial attendance.
  • Places are for the named delegate only; another person cannot attend instead.
  • Moving to another date or city is only possible if ARUK agrees in writing.
  • Travel, accommodation and visas are your responsibility. A refused visa does not change the cancellation terms.

booking terms and conditions

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Tourism Destination Management and Branding