Digital Tourism: job opportunities for this market

The term “tourism” refers to all activities or services of a multi-purpose nature that relate to the temporary transfer of people from their place of habitual residence to another location for the purposes of leisure, rest, culture, curiosity, care, sport, etc.

With the advent of digital, this sector has also completely changed its face. Today, operators in the tourism sector must innovate by acquiring digital skills, which is why I suggest you do so with a tourism web marketing course.

In fact, we speak of digital tourism, i.e. a way of doing tourism that has placed the user at the center, giving him more and more authority and power, has changed the way products and services are delivered and has given rise, as we shall see later, to new and important professional figures.

But what is Digital Tourism?

We can define “Digital Tourism” as all the activities that take place online with the ultimate aim of delivering and promoting the products and services of a tourism enterprise.

These activities are undertaken not only by those who run a tourism business but also, above all, by those who use those services, through the use of social channels, through sites that compare prices, through sites that review products and services, through booking platforms foster the communication of those services.

We can say that digital tourism is the new frontier that allows tourists to be attracted to a given location through the use of digital tools aimed at promoting, attracting, and above all aimed at making the user interact, making him or her an active part of the process itself.

The aim is not only to emphasize the scenic, cultural, and artistic value of a place but also to attract and involve people.

The digital tourist discovers new places through social networks, analyses and compares prices online, and reads reviews on locations. With the web, he not only has more tools to evaluate his stay but also changes the way he buys his holiday.

A digital tourist is increasingly a person who avoids intermediation with classic travel agencies in the area, booking in person through online travel agencies, i.e. specialized sites for comparing hotels and flights such as Expedia, Trivago, Volagratis,, etc.

digital tourism platform

Stages and Benefits of Digital Tourism

In the age of online sharing where people are increasingly connected thanks to the Internet and social media, tourism operators need to be present on all communication channels.

If you want to attract new customers, you have to appeal to the growing desire of the consumer, capturing the dreams and expectations of the tourist and turning them into a product.

Compared to the past, the stages of the customer journey, i.e. the path that influences the customer to the purchase of his or her holiday, have changed.

The pre-booking phase

This phase takes place before booking the holiday and is a period of time when the consumer compares hotels and locations online, also being inspired by photos on Instagram and Pinterest.

For the hotelier, being able to anticipate and convey these behaviors is crucial as he has a greater chance of being noticed using his social profiles and thus being able to promote his business.

pre booking phase

The living room phase

The traveler, during his stay, becomes an active part of the promotion process, as he not only enjoys the experience but at the same time shares selfies on social media, photos of the places he visits, stories on Instagram, tags the restaurant, and the hotel.

It is of fundamental importance for a tourist activity:

  • Appearing on Google Maps;
  • Having the site well positioned for search engines;
  • Taking care of social profiles.
  • Clearly show what is on offer and the benefits.

These aspects are important because, with geolocalised photos and tags, and shares, the tourist promotes the activity for free, making it known to new possible customers.

Nowadays we trust the opinions of other travelers a lot and often these reviews are decisive for the choice of holiday. This explains the success of the review site TripAdvisor.

Incorporating TripAdvisor marketing techniques can further amplify this organic promotion, leveraging reviews and user-generated content to attract a broader audience and enhance credibility.

The post-travel phase

Digital tourists have much more time to select their own photos to share on social networks. They create photo albums of their holiday, and write reviews on the places they visit, in forums and travel sites, thus increasing the visibility of the hotel even more.

In this way, the traveler triggers a new circle of useful information for new potential customers who may notice and choose the same destination in the future.

Job opportunities in Digital Tourism

Currently, the digital tourism market is growing twice as fast as other markets with a progression that is estimated to be unstoppable for the next 20 years considering that tourism alone has a current value of around € 93 billion.

This data allows us to understand that for tourism businesses, the communication channel to reach their customers will be increasingly digital and mobile.

As a result, with the transformation of the tourism sector, the demand for digital professionals is increasing dramatically.

The Social Media Manager

This professional figure is very well suited to the tourism sector, especially as a freelancer.

The social media manager is responsible for maintaining the social profiles of hotel chains and restaurants in order to create more visibility and sales for the establishment.

social media figures

These professional figures are able, through their work, to:

  • Drafting editorial plans;
  • Creating advertising campaigns;
  • Curating photos and images on social media;
  • Manage follower comments;
  • Hiring influencers for collaborations.


By downloading the free Mini Guide, you will understand what and how to do Social Media Marketing

guide on social media marketing

The SEO Specialist

The SEO Specialist is a very useful professional for hotels because he or she takes care of the site for good search engine positioning, managing to bring in more traffic and thus increasing bookings. This figure is also able to make the hotel visible on google maps with local SEO strategies through the use of google my business.

The Web Content Writer

This professional proposes himself to facilities by enriching the company blog with valuable content. The web content writer is therefore able to write interesting and functional content for the hotel’s potential customers from an SEO perspective to make it more visible through search engines.

This figure must be able to study the target audience to understand their needs and lead the reader to a call to action that can be:

  • The request for an estimate;
  • Subscribing to the newsletter;
  • Reservation of the stay.

Other people who can be useful for writing articles are travel bloggers. They have their own blog with high visibility and are involved in writing positive reviews about the hotel they visited or including it in one of their articles.

Tourism 4.0 as a new business model

With the transformation of the tourism sector, new business models could be developed, bringing about change in entrepreneurship also in this sector, where there is an increasing need to disintermediate to achieve direct sales.

Thus was born the figure of the digital entrepreneur, a future-oriented who uses digital channels and tools to sell online.

When an entrepreneur creates a new business model, it is called a start-up, i.e. an enterprise that experiments through trial and error with its business scheme to arrive at a scalable and repeatable model.

In the digital tourism market there is ample room for the development of digital start-ups.

Some examples of digital start-ups in the travel sector:

  • Curioseety is an online platform that connects curious travelers with expert chefs, winemakers, and local professional guides offering experiences off the conventional tourist track. The itineraries are categorized according to the traveller’s interests and passions with a special focus on food and wine. Users can also share their experiences with other travelers with the advantage of making new friends and saving money.
  • NearlT is a start-up that has created a contextual mobile engagement web platform, which can be integrated into any mobile app, enabling enhanced functionality through communication profiled according to users’ interests, contextual to their geographic location, and close to a point of interest.

In addition, the platform allows you to monitor the performance of your campaigns in real time by collecting useful data on user behavior and activity. This platform is very useful for Travel & Hospitality operators because it allows them to diversify not only their offers but also the experience of their guests.

campaigns in real time

It is thus possible to experience information in a new way from departure to arrival at the destination, winning their trust right from the start.

  • Utopic is a social network that can be integrated into an app that guides tourists through the streets to discover unusual destinations of our country’s artistic heritage by revealing stories, anecdotes, and curiosities.

By registering and participating in the community, users can follow itineraries proposed by other users and create new ones themselves. Utopic geo-localizes each point of historical, artistic, and cultural interest on a map where practical information, history, curiosities, audio guides, and in-depth information are linked.

Furthermore, this social network exploits gamification mechanisms, such as treasure hunts, which turn effective storytelling into engaging story-doing.

  • Spotty Wifi is an application for hotels, restaurants, and resorts to create marketing strategies and monitor brand reputation.

This app takes advantage of the hotels’ wifi to send useful information, customer satisfaction questionnaires, additional cross-selling activities, and e-mail marketing activities to customers who log on. In addition, this app can monitor the hotel’s online reputation by alerting the hotelier on the progress of reviews.

In the coming years, this sector will continue to grow and become more and more digitized. I hope this article has been helpful to you in discovering the opportunities in this evolving market.

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