1. Outline the main components and structures of the global visitor economy, including destinations, attractions and visitor markets.

Knowledge and Understanding

2. Explain how economic, social and environmental factors influence the operation of the global visitor economy.

Application & Problem Solving

3. Examine global visitor trends and patterns, reflecting on their implications for destinations and the wider visitor economy, and recognising opportunities for personal development and entrepreneurial thinking.

Research, Reflection,

4. Present visitor trends and patterns clearly to academic and non-specialist audiences using appropriate academic conventions.

Communication

Assessment 1: Individual Global Visitor Economy Concept Map

Students create a concept map that explains how the global visitor economy operates as a system. The concept map identifies key components such as destinations, attractions, events, visitor markets and flows, and illustrates relationships between them. In developing the concept map and accompanying commentary, students will reflect on their understanding of the visitor economy as an interconnected system, including how different components and relationships influence one another, drawing on appropriate reflective approaches where relevant.

The assessment focuses on system-level understanding and explanation, rather than analysis of individual destinations or events, and does not require evaluation of management performance or strategic recommendations.

Guidance:

Create one integrated digital concept map that visually represents the global visitor economy as a connected system.

Clearly identify and label key components, including destinations, attractions, events, visitor markets and visitor flows.

Use links, arrows or connectors to illustrate relationships and interdependencies between components.

Provide a written commentary that explains the structure of the system, supported by examples and introductory data where appropriate.

Use reliable sources to support explanations and reference these appropriately using academic conventions.

Formative Assessment Opportunities:

In-class concept-mapping activities with tutor feedback

Workshop-based discussion of draft structures and component selection

Peer feedback on clarity and organisation of system explanations

Assessment 2: Group Global Visitor Economy Media Presentation

Students produce a media presentation that showcases a local attraction or event, explaining how it engages visitors within the wider visitor economy. The presentation applies basic marketing principles, such as audience identification, value proposition and communication messaging, to explain how visitor experiences are communicated to potential audiences.

The assessment focuses on clear explanation and effective communication, rather than the design, evaluation or costing of marketing strategies.

Guidance:

Select a local attraction or event

Identify the intended visitor audience(s)

Explain how the attraction or event is communicated to visitors

Use appropriate visual and/or audio elements to support understanding

Communicate ideas clearly to a non-specialist audience

Formative Assessment Opportunities:

Media planning workshops focusing on structure and audience clarity

Tutor feedback on draft presentation outlines or storyboards

Peer review activities focusing on clarity of message and communication style

This module introduces students to the global visitor economy as a system, exploring how tourism destinations, attractions and events are connected through visitor movement, place, experience and communication. The module provides students with an essential orientation to the scale, diversity and structure of visitor activity worldwide, enabling them to understand how tourism and events operate within broader economic, social and environmental contexts.

The module adopts an interdisciplinary and exploratory approach, drawing on tourism studies, events studies, human geography and introductory marketing principles. Students develop an understanding of the global visitor economy at a systems level, before applying basic communication and marketing concepts to explain how local attractions and events engage visitors. The focus throughout is on understanding, explanation and communication, rather than evaluation, management or strategy.

The structure and scale of the global visitor economy

Types of destinations, attractions and events within global tourism systems

Visitor movement, flows and markets at international, national and local levels

The role of place, experience and communication in shaping visitor engagement

Introduction to tourism, events and human geography perspectives

Basic marketing concepts related to audience identification and communication

Use of data, case examples and visual tools to support explanation and understanding

Development of clear, audience-focused communication skills using digital and media formats

This module introduces you to the global visitor economy, exploring how destinations, attractions and events connect people, places and experiences across the world. You’ll discover how visitor flows develop, why some places and events become global attractions, and how social, cultural and environmental factors shape visitor experiences.

Through interactive workshops and practical activities, you’ll learn to visualise the visitor economy as a connected system and apply your understanding to real, local attractions or events. You’ll build confidence in research, digital and communication skills by creating visual maps and media presentations that explain visitor experiences to different audiences.

The learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 72 hours of direct contact with a tutor and 228 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Pillars:

Accessibility and Inclusivity: Supported through flexible assessment formats, visual and media-based learning activities, and scaffolded formative feedback that enables all students to engage and progress confidently.

Simulation: Embedded through authentic, inquiry-based learning activities that require students to model and explain the global visitor economy as an interconnected system and to communicate visitor experiences using public-facing media formats.

Employability, Enterprise and Professional Practice: Addressed through the development of sector awareness, audience-focused communication, and transferable digital skills relevant to tourism and events contexts.

Sustainability: Explored through consideration of environmental, social, economic and future-facing influences on visitor activity at global and local scales.

The module supports early career awareness, professional vocabulary development and confidence in communicating ideas, providing a foundation for progression into applied practice at Level 5 and strategic or critical analysis at Level 6.

Cooper, C., Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S. (2018) Tourism: Principles and Practice. 6th edn. Harlow: Pearson.

Holloway, J.C. and Humphreys, C. (2019) The Business of Tourism. 11th edn. Harlow: Pearson.

Sharpley, R. (2020) Tourism, Tourists and Society. 5th edn. London: Routledge.

Richards, G. (2018) Cultural Tourism: A Review of Recent Research and Trends. Barcelona: ATLAS.

United Nations World Tourism Organization (UNWTO) (latest edition) Tourism Highlights. Madrid: UNWTO.