Globally tourism has been a dynamic and key economic growth sector over the past two decades, and Scotland’s visitor economy has mirrored this growth. Scottish tourism has however always been subject to significant global macro-economic influences and challenges, none more so than from the recent Covid-19 Coronavirus global pandemic.  The resulting unprecedented economic, social, and cultural impacts, overlaid with growing consumer awareness and policy directives on balanced tourism development, present new challenges for destination leaders, and opportunities to ‘build back better’ going forward.

During this short 3-day course, you will:

  • Develop skills, knowledge and insights to enhance Destination Leadership and Development.
  • Enhance individual, business, and destination leadership confidence and capabilities.  
  • Improve understanding of individual leadership behaviour through the creation and implementation of a Personal Action Plan.  
  • Share a common model for influencing and raising awareness about leadership choices.
  • Create an understanding of strategic drivers of successful tourism destinations.
Destination Leadership 
  • Review different approaches and models of destination leadership and development
  • Explore governance, management and business strategy 
  • Explore vision and innovation contextualised to you and your local organisation/destination
Leadership Approaches and Styles 
  • Examine strategy and vision, communication and negotiation styles

  • Identify organisational barriers

  • Explore how to become a resilient leader

Destination Development

  • The strategic context of globalisation and post coronavirus business reset
  • Resilience and recovery scenario planning
  • The digital economy and data driven innovation
  • Responding to trends in consumer behaviours, 
  • Development of experiential tourism based on experience design engineering

Entry requirements

Students will usually have an undergraduate degree, but lesser qualifications and/or relevant work experience will be considered on an individual basis. 

The course is aimed at individuals working within the various areas of the Scottish Tourism sector.

Applicants must be a Scottish resident to be eligible for this funded intake, with full funding provided by the Scottish Funding Council.

2024 Course dates: Applications Closed

May 22nd  & 23rd and June 12th

How you'll be taught and assessed
You’ll be taught by industry, leadership and destination experts drawing on case studies over 3 days through an online platform. You’ll complete two pieces of assessment – a Leadership Development Personal Action Plan, and on day 3 you’ll deliver a 20-minute group presentation on ‘Destination Development and Leadership’. A total of 100 hrs study is required – based on 24 hours of contact time and the remainder reading, planning and preparing for the presentation. The course is designed as a standalone, but the assessments are worth 10 credits, which could potentially contribute towards one of Edinburgh Napier University masters’ programmes.
Download Application Guidance Notes

Participating in the programme was an immersive virtual experience! Content rich, the course managed to cleverly blend the latest academic research into the future of destination leadership.

Aileen Crawford

Head of Tourism and Conventions, Glasgow Convention Bureau, Glasgow Life

If you have any enquiries, please get in touch with our student recruitment team

Frequently Asked Questions