28 January 2015 at 16:00 CET

Please note that live viewing of this event may not be available in all countries, due to licensing agreements. The recording of this event will be available shortly after the webinar.

Attracting new customers can be a daunting task. The players in the tourist industry are complex - businesses and their customers differ widely, from individuals passionate about a certain type of destination to guesthouses providing a unique experience. There is no 'one size fits all' approach and there is no benchmark for the tourism industry. An extra challenge is that customers vary in culture, nationality and habit and are thus all, unique.

The unique aspects of every business and every customer mean that no book, website or course can tell you how to successfully market your tourism business. However, there are commonalities between the visitor psyche and business models within the industry. The key to succeeding as a tourism business is understanding these common factors and using them to inform the right decisions.

This seminar will explain the ‘visitor buying cycle’, with a particular focus on digital media and how technology is shaping and informing travel decisions. It will explain how a visitor comes to discover a place in the initial ‘dreaming’ phase, to deciding, booking, experiencing and sharing their experience with peers. This strategic approach shows the many opportunities at each stage and importantly, how businesses should harness knowledge of their business and customers to succeed.