Course Description

“It is imperative that we rebuild the tourism sector. But it must be in a way that is safe, equitable and climate friendly…Supporting the millions of livelihoods that depend on tourism means building a sustainable and responsible travel experience that is safe for host communities, workers and travellers.” - UN Secretary-General Antonio Guterres 

Bold, brave and caring leadership is required to rebuild the tourism sector in a way that is safe, equitable and climate friendly. Business leaders have an imperative and opportunity to build sustainable and responsible travel experiences that catalyse the environmental, economic and social regeneration of their communities. 

In this dynamic and fun masterclass you will be inspired and empowered with the latest recovery framework, research, and best practices. This will help you to lead the development and operations of a more impactful, purposeful and resilient business.


  • Outcome #1

    Develop a recovery plan that is relevant, impactful and achievable for the short and medium-term.

  • Outcome #2

    Collect and use data to ensure your plan is evidence based, and that success is measurable.

  • Outcome #3

    Align marketing and promotional strategies to accelerate recovery and resilience.

Teaching Methodology

This interactive, and collaborative masterclass is designed for supply chain and destination leaders who are tasked with rebuilding their tourism and events business.

It offers participants the opportunity to benefit from the combined added value offered by this partnership between the Travel Foundation and the GDS Movement. The two organisations will combine a wealth of experience in their respective areas of expertise (leisure and business tourism) to empower destinations to define a way forward post COVID-19. Rich online and offline content comprising case studies, videos, research, reading material, discussion and practical exercises demonstrate the theory for application in your destination.

Schedule and Time Commitment

In-house Masterclasses are scheduled based on the client wishes and availability of the faculty members. We recommend covering one Module per week.

Live sessions are 2 hours. Allow 1 hour pre-reading and another 1-2 hours for homework, reading and reviewing after each module. 

You will have access to the course content on the learning management system for 2 months after finishing this course.

Pricing

This in-house masterclass is available upon request.

Head of Strategic Partnerships, Travel Foundation

Graeme Jackson

Graeme is responsible for developing and managing partnerships for the Travel Foundation. A trained journalist, Graeme joined the Travel Foundation team in 2011, following a decade in the fields of Public Relations and marketing where he represented and consulted for the private, public and third-sector in a range of sectors including; business finance, wines & spirits, sustainability and energy.

Director of Programmes, Travel Foundation

Wendy Moore

Wendy Moore is the Director of Programs for TTF. She has more than 25 years’ experience in tourism, including working with international tour operators, research institutions, destination governments and tourism enterprises supporting better understanding of tourism impacts, strengthening and resilience of value chains and new product development (including setting up and running an award-winning community tourism enterprise in Thailand).

Head of Strategic Communications, Travel Foundation

Ben Lynam

Ben has more than 20 years’ experience of working in marketing and communications for the private sector, governments and NGOs, with more than seven years in tourism marketing and communications. Ben was heavily involved in the development and promotion of TTF’s 2019 report, Destinations at Risk: The Invisible Burden of Tourism, securing global visibility and engagement within the international tourism community, including industry dialogue and speaking engagements.

Programmes Manager, Travel Foundation

Terry Brown

With outbound tour operating and international development comprising most of his professional and academic experience, Terry joined TTF in 2014 and now manages the Destinations Programme team, overseeing the delivery, monitoring and impact evaluation of the TF’s portfolio of in-destination programmes. Terry’s recent experience includes overseeing TTF’s signature program in Jamaica, in partnership with the TUI Care Foundation, titled ‘Big Up Small Business’. The program seeks to equip 150 small-business entrepreneurs in Jamaica with the knowledge and know-how to benefit from tourism.

Senior Changemaker

Rebecca Johnson

Rebecca’s passion for process and results driven sustainability strategies in tourism and events organisations has led her on a fast and furious journey in recent years, fine tuning her sustainability knowledge and experiences to become an expert in her field. With a full bundle of qualifications under her belt (ISO 20121, ISO 14001, GSTC, Travelife Auditor, GRI, Biosphere, Sustainable Event Alliance accreditation) and experience in providing sustainability trainings, Rebecca is well equipped to guide the full range of destination stakeholders in their mission to develop and implement a sustainability strategy.

Chief Changemaker

Guy Bigwood

For the last 15 years, Guy has been delivering award-winning consulting services focused on helping cities, governments, corporations and associations step up, scale up and speed up their sustainability programmes and regenerative practices. Guy’s pioneering work has been recognised with 22 sustainability awards including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment.

Guest Speakers

Over 20 guest speakers from destination management organisations around the world!
  • 1

    Introduction to Planning for Recovery and Resilience Masterclass

    • Planning for Recovery and Resilience Masterclass. Description

    • Planning for Recovery and Resilience Masterclass. Learning Outcomes

    • Planning for Recovery and Resilience Masterclass. Teaching Methodology and Tools

  • 2

    Module 1 - Recovery and Resilience

    • Module 1 - Preparations and pre-module activities

    • Module 1 - Class & recordings

    • Module 1 - Presentation slides

    • Module 1 - Homework activities

  • 3

    Module 2 - Optimising New Trends

    • Module 2 - Preparations and pre-module activities

    • Module 2 - Class & recordings

    • Module 2 - Presentation slides

    • Module 2 - Homework activities

  • 4

    Module 3 - Marketing and Communications

    • Module 3 - Preparations and pre-module activities

    • Module 3 - Class & recordings

    • Module 3 - Presentation slides

    • Module 3 - Homework activities

  • 5

    Module 4 - Planning Sense and Checking

    • Module 4 - Preparations and pre-module activities

    • Module 4 - Class & recordings

    • Module 4 - Presentation slides

    • Module 4 - Individual team work

    • Module 4 - Learnings and feedback