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  5. Tourism Marketing Strategies in World Heritage Cities
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Tourism Marketing Strategies in World Heritage Cities

University of Castilla-La Mancha

Course Description

The course will take place from 10 to 15 November 2025 on the Cuenca and Toledo Campuses (1 day), at the Faculty of Social Sciences (Cuenca Campus) and the Faculty of Legal and Social Sciences (Toledo Campus).

 

Academic Programme

SEMINAR 1: Tourism marketing strategies in World Heritage Cities
SEMINAR 2: Experiential marketing applied to cultural and heritage tourism
SEMINAR 3: World Heritage Cities: a model of tourism management
SEMINAR 4: Tourism entrepreneurship in World Heritage Cities
SEMINAR 5: Language tourism: Spanish and its strategic value
SEMINAR 6: Historical evolution of tourism in Spain
SEMINAR 7: Tourism marketing and artificial intelligence

 

Cultural Programme

  • Technical tourism routes in Toledo
  • Cultural visit to the University Heritage Complex (San Pedro Mártir – Madre de Dios Building)
  • Technical visit to the Abadía de Jábaga Group
  • Technical visit to the National Parador of Cuenca