Certified Tourism Industry Professional
Tourism Industry Professional Certificate
The Lloyd D. Levenson Institute of Gaming, Hospitality & Tourism, Stockton University School of Business (LIGHT) and Office of Continuing Studies & Adult Education at Stockton University (OCS) are partnering with New Jersey Tourism Industry Association (NJTIA) to bring a professional designation to those making a career in the leisure and hospitality sector.
Professionals in tourism, hospitality, marketing, government engagement, membership organizations, public relations, and emerging leaders can advance their careers and acquire in-demand industry specific skills through this dedicated training program.
The Tourism Industry Professional Certificate prepares individuals to pursue leadership roles across multiple related industries.
See a few examples:
Destination Marketing Director
Community Outreach Team Member
Special Event Coordinator
Government Relations Admin
Public or Policy Affairs Strategist
Economic Development/Planning Specialists
Crisis Communication Manager
Held in an asynchronous online format, learning modules are available wherever and whenever you are. Courses, taught by industry experts and professional educators, are grounded in real-world examples designed to have you applying what you learn right away.
Courses may be taken in any order and at your own pace. Content is designed to be completed within 8-12 months.
Foundational knowledge and established best practices for emerging leaders and industry professionals.
- Marketing and Brand Identity
- Economic Policy and Sustainability
- Strategic Planning and Assessment
- Tourism Leadership Landscape
Courses exploring emerging trends and innovative solutions to real-time challenges and opportunities.
- Experiential Tourism
- Wellness Tourism
- Leadership and Team Building Through Active Learning
Certified Tourism Industry Professionals receive recognition on our program website and network with fellow Tourism Industry Professionals!
Start Date: Anytime
Commitment: 8 months
Program Format: Asynchronous online
This program is offered in partnership with:
With this course, participants will gain a sound marketing foundation necessary to attract and retain visitors to tourism destinations and their constituents. Students will experience three discrete modules, each providing a unique mix of academic principles complemented with real life applications in the form of narrated lectures, expert interviews, guided exercises, assigned readings, business case study reviews, skill assessments and more:
Destination Marketing and Branding - Apply basic principles of branding to develop and enhance a destination’s identity. Learn how to uncover competitive differentiators with SWOT analysis. Develop and measure effective marketing plans and campaigns. Learn key strategies for digital and traditional marketing channels.
Attracting Business & Travel Tourism - Attract business and travel tourism to your destination by implementing marketing strategies based on market research and creating synergies between your organization and the community. Advocate for your destination to local stakeholders and market to a segmented customer base and target markets.
Identifying Niche Markets: Define niche tourism and uncover how to incorporate niche tourism into a destination's overall marketing plan to grow visitation.
Donna Albano, Ed. D.
This course will provide a comprehensive overview of the Tourism Leadership Landscape. While special focus will be given to the operation of New Jersey based organizations, foundational concepts will be applicable to all destination markets.
Course modules will focus on destination management in context with national and local structures, identification of stakeholders, the organization and function of non-profits, advocacy and public policy, and foundational principles of leadership and the development of organizational culture.
- Building Blocks of Tourism/Destination Management
- Role of Non-Profit Organizations
- Advocacy, Public Policy and Politics
- Principles of Leadership
With this course, participants will gain a foundation in economic policy and sustainability necessary to navigate, collaborate, and influence tourism destinations practices. Students will experience four discrete modules, each providing a unique mix of tourism research, principles and documented best practices that are complemented with real life applications in the form of narrated lectures, expert interviews, guided exercises, assigned readings, business case study reviews, skill assessments and more:
Tourism Economics and Policy—tourism demand, supply, supply chain management and private and public infrastructure.
Sustainable Tourism Development—types of sustainability indicators, methods of measurement, and the relationship of tourism development in environmental quality.
Community Advocacy/Relations—destination organization and stakeholder participation, sustainable and conventional tourism, the community benefit funding model, and the destination as a community asset.
Community Advocacy/Relations—engagement and role of government and international agencies for sustainable development, overarching development policies and programs related to tourism for a multitude of destinations, and rules and regulations within various sectors.
Participants who complete this course of study successfully will gain knowledge and learn hands-on experience in 1) strategic planning – understanding the external environment, internal environment, formulation process, implementation, and evaluation and control – 2) financial management (quantitative) and the “balanced scorecard” approaches, and 3) assessment and benchmarking activities, which are essential to compete in a very competitive travel and tourism industry, especially in the post-pandemic world.
Further, participants will understand the importance crafting long-term and short-term strategic elements, with vision, mission, goals and objectives – including the project management techniques to track their progress – within allowable corporate governance mandates. Corporate social responsibility (CSR) in the tourism industry is an important part of strategy-making too and hands-on learning with strategic tools, including: EFAS (external factor analysis summary), IFAS (internal factor analysis summary), SFAS (strategic factor analysis summary), Value Chain analysis, BCG portfolio analysis, and other strategy-making assessments related to the travel and tourism industry.
Business/Strategic Planning – Traditional management techniques, requiring planning, organizing, leading, and controlling will be important to the strategic planning process (long-term and short-term), and understanding the complexity and dynamism of rapidly changing external world posing new challenges to your industry.
Financial Management – Relationship between the balance sheet, income statement, and cash flow statement is presented and explained.
Data Collection/Analysis – Drawing samples, creating questionnaires, researching available tools for quantitative analysis and discussing qualitative analysis will be provided. The usefulness of industry comparisons, e.g., “benchmarking” against your industry competitors and even against yourself will be the primary focus of this Certified Tourism Industry Professional (CTIP) core course.
George L. De Feis, DPS, MBA, BE
Experiential tourism is one of the fastest-growing travel trends. But experiential
travel isn’t new. In fact, for a number of years now, travelers have long been desiring
trips full of culinary, culture and activity-based experiences. This demand shows
no signs of slowing down, and travel agencies, CVBs, and tourism destinations will
see great success in offering their customers such experiences.
Travelers will continue to seek local and authentic experiences, whether that’s the best pizza joint in the state, a tour of historic sites, or a scenic boat ride. These types of experiences are growing more accessible with digital platforms like Airbnb that make planning trips easier.
Experiential tourism is meant to be not only authentic, but also immersive and meaningful. With this kind of tourism, travelers engage with a particular place’s history, people, culture, food and environment. Participants will gain an understanding of the many aspects of experiential tourism and learn how to apply this knowledge for growth, strategy and branding.
- Gain an understanding of the aspects of experiential tourism and apply this knowledge for growth, strategy and branding.
- Discover what is trending and relevant to travelers and how destinations are embracing experiential tourism in their strategy.
- Explore how to apply the trends to a marketing strategy.
Participants in this elective will learn how to identify, engage and maximize stakeholders. Through six self-guided modules, they will have the opportunity to learn about mission-driven work, the lifecycle of volunteers as stakeholders (from recruitment to celebration), how to leverage stakeholders as brand ambassadors, and how to plan to maximize stakeholders in their organizations. Participants will benefit by developing an improved strategy for working with internal and external stakeholders. External stakeholders, also called community partners, include nonprofits, schools, government organizations and coalitions that support social and economic improvement. Participants will have the opportunity to learn about the essentials of external stakeholders, the economic importance of community partners, how to communicate effectively with them, and how to maximize relationships with them. Participants will benefit by developing a robust external stakeholder strategy.
It is a self-guided, asynchronous course that participants can complete within their own timeframe. Each module has an introduction, a narrated set of slides, and a case study. There are intermittent knowledge tests throughout each module. Estimated hours of instruction: 8 hours.
Module 1 – What are Stakeholders and Why are They Important
Module 2 – Recruiting and Engaging Volunteers
Module 3 – Internal Stakeholders as Brand Ambassadors
Module 4 – Essentials of External Stakeholders and Community Partners
Module 5 – The Economic Importance of External Stakeholders
Module 6 – Building Relationships with External Stakeholders
Wellness tourism is a segment of the health tourism industry that is growing at a tremendous rate. What makes wellness tourism different? The explosion of wellness tourism is a positive result of the COVID-19 global pandemic. During the pandemic, many people sought new methods for creating and maintaining a healthy lifestyle at home. As we transition out of that pandemic mode, we want to be able to continue these lifestyle habits while traveling. Additionally, people are living longer and seeking ways to enhance their healthy lifestyles through wellness experiences.
Wellness tourism is more than just going to a spa for a massage or a facial. It’s about transformative experiences that feed your mind, body and spirit. Maybe it’s sitting quietly while gazing over grassy fields, or visiting an Ayurvedic retreat, or immersing yourself in the experience of an Onsen. Wellness activities are regenerative, restorative and proactive in supporting healthy living. Wellness tourism is experiential and personal. Participants will gain an understanding of the various aspects of wellness tourism, its evolution and how to engage in this expanding area.
- Gain an understanding of the different types of health-related tourism, i.e., spa tourism, health tourism, medical tourism, wellness tourism and what role Western and Eastern therapies have in each category.
- Explore the factors influencing the growth of wellness tourism.
- Determine strategies for marketing wellness experiences and destinations.
George De Feis
Certified Tourism Industry Professionals
Program graduates will be listed here. Enroll now and become a member of the inaugural class!
Once you have successfully completed all seven certificate modules, you will receive a digital copy of your certificate. Please allow up to two weeks for processing.
Physical copies of certifications will be awarded at the next annual conference of the New Jersey Travel Association (NJTIA)
To be honored at the 2024 conference you must complete all certification requirements by November 4, 2024.
We will be pleased to refund your tuition only if you withdraw before starting any of the certificate modules. You may notify us by phone 609-652-4227 or by email Continuingstudies@stockton.edu, of your intent to withdraw. Refunds will be issued within 2-4 weeks based on the original payment method.
Student substitutions may be permitted before the start of any certificate module.
NJTIA members are eligible to receive 20% off the registration fee for the Certified Tourism Industry Professional Program.