NEW COURSE SHOWS HOW CONTENT MARKETING ATTRACTS VISITORS

16.04.2025
Business School

Focus more on your own strengths in content marketing. Get started now with the new university course in Content Marketing Manager Tourism & Hospitality.

Content that works: With the new university course Content Marketing Manager Tourism & Hospitality at the University of Applied Sciences Kufstein Tirol, participants will learn how to address guests in a targeted manner and increase their visibility. Prof. Dr. Bert Neumeister reveals in an interview what is important in this context.

This fall, the University of Applied Sciences Kufstein Tirol is launching a new university course for Content Marketing Managers in Tourism & Hospitality. The course provides practical insights into how strengths can be strategically developed and brands sustainably promoted. In this interview, Prof. Dr. Bert Neumeister, scientific director, explains why content marketing is becoming a key factor in tourism.

WHAT MADE YOU AND YOUR TEAM DECIDE TO CREATE THIS TRAINING COURSE?

Prof. Dr. Bert Neumeister: The tourism industry is facing major challenges, especially in digital communication. Travelers today look for authentic, inspiring and targeted content before making their decisions. We have found that many players in the tourism industry – from small hotel businesses to large destinations – often lack the necessary know-how to use content marketing strategically and effectively. Our goal was to provide compact and practical training that would fill this gap.

WHAT ARE THE KEY TOPICS OF THE COURSE?

Neumeister: The course covers all the essential aspects of content marketing, tailored to the needs of the tourism and hospitality industries. We cover topics such as target group analysis, storytelling, SEO in a tourism context, social media strategies, video and blog formats, and campaign success measurement. A particular focus is on how to tell emotional and authentic stories that really appeal to travelers. We place a strong emphasis on practical projects and tools that can be used immediately in your professional life. The course takes place online over three weekends in October and November. This allows participants to learn flexibly and independently of location, without having to interrupt their careers – this was particularly important to us.

WHO IS THE COURSE AIMED AT AND WHAT REQUIREMENTS SHOULD INTERESTED PARTIES BRING WITH THEM?

Neumeister: The course is aimed at professionals in the tourism and hospitality industry, such as marketing managers, employees of hotels, restaurants and leisure facilities, or self-employed people in the field of tourism marketing. However, career changers with an interest in digital marketing and tourism are also very welcome. Previous knowledge of marketing is helpful, but not a mandatory requirement. Above all, an affinity for digital communication and a willingness to learn new things are important.

WHAT SKILLS DO PARTICIPANTS ACQUIRE DURING THE COURSE?

Neumeister: Participants not only learn the theoretical basics, but also put them into practice in real-world projects. They develop their own content marketing strategies for tourism products, create content for various platforms, and analyze their impact. By the end of the course, they have a comprehensive portfolio of examples and tools that they can apply directly in their day-to-day work. The exchange with our industry experts and other participants is also particularly valuable.

WHY IS CONTENT MARKETING SO IMPORTANT IN THE TOURISM INDUSTRY IN PARTICULAR?

Neumeister: Tourism is about evoking emotions and inspiring people. Content marketing does just that: it creates connections between travelers and destinations through stories, images, and videos. At the same time, it helps companies to gain visibility online and stand out from the competition. In an age when travelers are increasingly making their decisions based on digital content, content marketing is an indispensable tool for success in the industry.

WHAT DO YOU PERSONALLY HOPE TO GAIN FROM THE FIRST ROUND OF THE COURSE?

Neumeister: My colleagues and I are very much looking forward to exchanging ideas with the participants. Our goal is to produce true professionals who create content with added value for travelers. When our graduates later help shape innovative campaigns or implement their own projects, we know that the course has had an impact.