*1. Course Objective* 

To equip professionals with advanced skills in strategic management, innovation, and sustainability in travel and tourism, fostering leadership to navigate global industry challenges and trends.

*2. Target Audience* 

- Mid-to-senior professionals in tourism, hospitality, or destination marketing. 

- Government tourism officers and travel entrepreneurs. 

- Career advancers seeking executive roles.

*3. Course Structure* 

*10 Modules* (1-2 Weeks Each): 

1. *Introduction to Travel & Tourism* 

   - Global industry overview, economic impact, career pathways.

2. *Strategic Management* 

   - SWOT analysis, competitive strategies, innovation frameworks.

3. *Marketing & Branding* 

   - Digital marketing, CRM, storytelling, and customer experience.

4. *Sustainable Tourism* 

   - Eco-tourism, community-based models, SDGs, and certifications.

5. *Financial Management* 

   - Budgeting, revenue optimization, ROI analysis.

6. *Technology in Tourism* 

   - AI, blockchain, Metaverse, and big data applications.

7. *Crisis & Risk Management* 

   - Risk assessment, post-pandemic recovery, communication strategies.

8. *Global Trends & Cultural Dynamics* 

   - Emerging markets, cultural/health tourism, policy impacts.

9. *Leadership & HR Management* 

   - Team-building, cultural intelligence, conflict resolution.

10. *Capstone Project* 

    - Real-world business plan or consultancy project.

*4. Assessment Methods* 

- *Participation (10%):* Engagement in discussions. 

- *Case Studies (20%):* Analysis of industry scenarios. 

- *Midterm Exam (20%):* Theoretical and applied knowledge. 

- *Group Project (20%):* Collaborative strategy development. 

- *Final Presentation (10%):* Capstone project pitch. 

- *Capstone (20%):* Comprehensive report and implementation plan. 

Pass Requirement: Minimum 70% overall.

*5. Resources* 

- *Textbooks:* 

  - Tourism Management by David Weaver 

  - Strategic Management in Tourism by Luiz Moutinho 

- *Online Tools:* UNWTO reports, Google Analytics, Canva. 

- *Journals:* Annals of Tourism Research, Journal of Sustainable Tourism. 

*6. Instructors* 

- Industry experts with 15+ years in tourism/hospitality. 

- Academics with PhDs in Tourism Management. 

- *Guest Lecturers:* Crisis management specialists, tech innovators.