The course Tourism Marketing guides students on an engaging journey of learning and exploration into the various aspects of marketing within the tourism industry. Throughout the course, students are oriented to and gain a solid understanding of key concepts, practical applications, ways of identifying market opportunities, accumulated marketing know-how, and documented success cases in the art of tourism marketing on a global scale. Marketing is both an art and a science. Students will recognize this as they are introduced to the role of marketing in the business activities of enterprises and communities, and as they explore the tools and techniques used to develop marketing strategies. The course places particular emphasis on the impact of a multicultural environment, the importance of the elements of the marketing mix, contemporary issues in marketing, and methods for analyzing marketing opportunities in the tourism sector.