Dr. Marina AlcoverAcademic director focused on measurable results and operational excellence in maritime education. Integrates IMO/STCW regulations and ISO 21001/9001 f
Masters · 1600 h · 11 modules
Master's in Maritime Tourism Marketing
This program prepares you to lead the promotion and management of unique tourism experiences in the maritime environment. You will learn to design innovative strategies for cruises, nautical activities, coastal destinations, and…
Duration1600 h
FormatOnline
Starts30 November
Places20 / 20
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Programme overview
What is the Master’s in Maritime Tourism Marketing?
The Master in Maritime Tourism Marketing
This program prepares you to lead the promotion and management of unique tourism experiences in the maritime environment. You will learn to design innovative strategies for cruises, nautical activities, coastal destinations, and sea-related events, leveraging the latest trends in digital marketing and sustainable tourism. Master the tools to segment markets, create impactful campaigns, and measure the ROI of your actions.
Differentiating Advantages
- Practical Approach: Development of real-world case studies and projects with companies in the sector.
- Specialized Digital Marketing: SEO/SEM, social media, email marketing, and web analytics applied to maritime tourism.
- Sustainable and Responsible Tourism: Strategies to minimize environmental impact and promote local development.
- Professional Networking: Direct contact with experts and leading companies in the sector.
- Global Vision: Analysis of international markets and expansion opportunities.
Programme type
Master's Degree
Study mode
Online
Duration
1,600 hours
Modules
11
Start date
08-12-2026
Programme highlights
- Specialization in the sector: Master marketing strategies specific to maritime tourism and new market trends.
- Comprehensive business vision: Learn to manage and promote destinations, cruises, nautical activities, and coastal tourism services.
- Advanced tools and techniques: Master the latest digital marketing tools, data analytics, and online reputation management.
- Professional networking: Connect with industry experts, leading companies, and colleagues from around the world.
- Real-world project development: Apply your knowledge to practical projects and case studies to boost your career.
- Boost your career in the maritime tourism sector and become a digital marketing leader.
Curriculum
Programme Structure
The programme is structured in 11 modules, listed below in order of study.
01
Fundamentals of maritime, nautical and coastal tourism
- Maritime Tourism Ecosystem: Cruises, Recreation Nautical, Charters, Ferries and Coastal Tourism
- Historical evolution and global trends of tourism demand in marine environments
- Socioeconomic and geopolitical macro-environment applied to commercial nautical routes
- Nautical tourism governance: public bodies, patronages, marinas and marines
- Typology of the nautical and maritime traveler: profiles, motivations and patterns of consumption
- Tourist geography Litoral and design of nautical-cultural itineraries
- Sustainability frameworks, blue economy (Blue Economy) and regenerative tourism
- International regulatory framework: nautical licences, chartering and coastal security
- Coastal quality certifications (blue flag, Q quality) as marketing assets
- Competitive analysis and benchmark of consolidated and emerging maritime destinations
02
Market research and maritime business intelligence
- Quantitative and qualitative research methodologies applied to coastal tourism
- Nautical data sources: AIS, port traffic, moorings data, and navigation patterns
- Social listening and analysis of tourist feelings in coastal destinations and cruise ships
- Nautical traveler micro-segmentation: super yachts, light sailing, diving and water sports
- Analysis of the maritime customer journey: pre-shipment, navigation and post-travel phases
- Big data and artificial intelligence applied to the analysis of tourist flows in ports
- Commercial feasibility studies for new nautical and marine sports products
- Analysis of direct and indirect competition in the maritime leisure offer
- Key Performance Indicators (KPIs) in Nautical Marketing and Tourism Analytics
- Creation of dashboards and interactive dashboards for decision making
03
Branding and positioning of destinations and maritime experiences
- Brand Strategy for Coastal Destinations (Destination Branding) and Maritime Fronts
- Positioning of marinas, nautical clubs and luxury marinas
- Creation and value proposition of cruise brands and nautical charters
- Storytelling applied to marine culture, nautical heritage and coastal gastronomy
- Visual identity, experience design and signage in port and boat environments
- Brand architecture for charter groups, marines and maritime tour operators
- Management of brand reputation, tourism diplomacy and environmental communication
- Positioning strategies for attracting high-impact nautical tourism (UHNWI)
- Product differentiation versus the seasonality of sun and beach tourism
- Brand licensing, collecting and sponsorships with maritime sporting events
04
Digital marketing, omni-channel strategy and social nautical media
- Content strategy on nautical tourism websites and maritime reserve engines
- SEO and organic positioning focused on searches for coastal experiences and charter
- SEM Strategies and Payment Advertising (Google Ads, Meta Ads) to attract cruise passengers
- Visual social networks (Instagram, TikTok, YouTube) applied to the maritime lifestyle
- Influencer marketing, nautical ambassadors and travel content creators
- Automated Email Marketing, Lead Nutrition and Low Season Loyalty
- Immersive marketing video strategies, 360° virtual tours and augmented reality
- Conversion optimisation (CRO) on boat and tour booking platforms
- Inbound Marketing Applied to the Sale of Moorings, Licenses and Club Memberships
- Managing online nautical communities and valuation platforms (TripAdvisor, Google Maps)
05
Marketing of experiences, events and aquatic sports tourism
- Design of nautical tourist products: diving routes, cetacean sighting and fishing
- Marketing and organisation of international regattas and maritime sports competitions
- Promotion of nautical salons, international charter fairs and boat shows
- Coastal heritage integration: lighthouses, maritime museums and historic shipyards
- Creation of maritime tour packages in combination with the land offer
- Marketing for river cruise and nautical cruise tourism
- Promotion of blue regenerative tourism and environmental education activities
- Marine gastronomy and coastal wine tourism as dynamics of the maritime supply
- Design of VIP experiences and concierge services on board of yachts and sailboats
- Evaluation of the economic and tourist impact of major nautical events
06
Revenue Management, Pricing Strategy and Nautical Distribution
- Principles of Revenue Management applied to boat rental and maritime fleet
- Dynamic pricing strategies (Dynamic pricing) according to seasonality, climate and demand
- Moorings Inventory Optimisation, Cruise Booths, and Excursion Quota
- Financial performance metrics: Revpas (Revenue per Available Slip), APD and margin per mile
- Nautical distribution channels: maritime brokers, specialised OTAs and direct sales
- Integration with GDS, fleet managers and marine management software (PMS)
- Upselling and cross-selling strategies before, during and after navigation
- Cancellation policies, deposits, bonds and commercial risk management
- Sale of complementary services: captains, catering, fuels and water sports
- Commercial agreements with responsive agencies (DMCS) and global tour operators
07
B2B Marketing, Public Relations and Maritime Trade Marketing
- B2B negotiation and marketing between nautical operators and travel agencies
- Strategic participation in international tourism fairs (FITUR, ITB, WTM)
- Familiarization trips (Fam Trips) and press trips (Press Trips) for nautical press
- Public relations and specialised media plans in the maritime and naval sector
- Strategic alliances with luxury brands, nautical fashion, automotive and watchmaking
- Marketing for the corporate charter industry, onboard MICE events and incentive trips
- Management of relations with consortiums of luxury agencies (virtuous, traveler made)
- Trade Marketing Strategies for ShipOwners, Shipyards and Distribution Networks
- Management of communication in maritime crisis situations and navigation accidents
- Preparation of press dossiers and media kits for nautical products
08
Emerging technologies and digital transformation at sea
- Boat Rental Collabourative Economy Platforms (P2P Boat Rental)
- Digitization of the user experience in marinas, ports and boats
- Internet of Things (IoT) applied to the tracking of boats and comfort of the tourist
- Artificial intelligence for the customisation of maritime itineraries and recommendations
- Nautical mobile apps: Marine Tourist Cards, Meteorology and Buoy Reserve
- Use of drones and aerial photography in the promotion of destinations and boats
- Blockchain applied to nautical rental contracts, digital licences and traceability
- Gamification on coastal tourist routes and marine orientation applications
- Smart Marinas (Smart Marinas) and Connected Tourist Ports
- Cybersecurity and data protection strategies for customers in the nautical sector
09
Sustainability, blue economy and responsible marketing
- Integration of the Sustainable Development Goals (SDGs) in maritime marketing
- Communication of environmental commitment: decarbonisation, electric motors and biofuels
- Prevention of greenwashing in the promotion of marine tourism products
- Creation and marketing of experiences of scientific tourism and marine conservation
- Protection of Posidonia meadows, reefs and marine fauna in nautical activities
- Impact management of anchors, noise and waste in nautical rental marketing
- Sensitization and code of conduct of the nautical tourist in protected areas (Natura 2000)
- Strategies for the deseasonalization of coastal tourism and territorial diversification
- Environmental certifications for tourist boats and marinas
- Measurement and neutralization of the carbon footprint of trips and maritime events
10
Marketing, Measurement and Budget Plan in Maritime Tourism
- Structure of a marketing plan
- situation analysis
- objectives and strategies
- Action Plan and Calendar
- Marketing budget
- performance indicators
- Web analytics and attribution
- Return measurement
- Control and adjustment of the plan
- Presentation of the marketing plan
11
Master’s Final Project in Maritime Tourism Marketing
- Selection of the case study: Coastal destination, Marina, Charter company or cruise line
- Diagnosis of the environment, SWOT/CAME analysis and benchmarking of the nautical offer
- Defining quantifiable marketing objectives and targeting of the target audience
- Brand positioning strategy, value proposition and tourist narrative
- Product Portfolio Design/Maritime Experiences and Price Policy
- Marketing Strategy, Distribution Channels and Revenue Management
- Digital marketing plan, content strategy and omnichannel media campaign
- Sustainability plan, socioeconomic impact and alignment with the blue economy
- Financial plan, marketing budget, revenue projection and ROI analysis
- Drafting of the Memory of the Marketing Plan, Executive Presentation and Oral Defence
Workload
Study Time and Workload
1600 hours of study, online and at your own pace. Move the slider to the hours a week you can really put in.
Hours a week8
Weeks to finish—
You finish around—
Who it is for
Marketing and communications professionals seeking to specialize in the maritime tourism sector, with a focus on innovative and digital strategies.Tourism business managers (cruise lines, shipping companies, marinas) who want to optimize their marketing campaigns and increase their market share.Entrepreneurs with maritime tourism projects who need to develop a solid and effective marketing pla
Faculty
Academic direction and faculty
The teaching team at Navalis: working professionals who deliver and oversee the institute's programmes.
Eng. Diego Cifuentes
Cap. Javier Abaroa (MCA)
Dr. Pau Ferrer
Dr. Nuria Llobregat
Eng. Javier Bañuls
Eng. Sofía Marquina
Eng. Tomás Riera
Verified reviews
Student Reviews
Reviews collected and verified by Opynio, not written by us.
Outcomes
Learning Outcomes
- 01Promoting sustainable growth
- 02Designing memorable and innovative experiences
- 03Leading the digital transformation of the sector
- 04Optimizing the management of tourist destinations
- 05Develop effective marketing strategies
- 06Managing online reputation and crisis communication
Careers
Career Opportunities
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02Director of Maritime Tourism Marketing: Leadership in the planning and execution of marketing strategies for tourism companies in the maritime sector.
03Maritime Tourism Product Manager: Development and management of tourism products and services related to the sea, such as cruises, nautical excursions, and water sports.
04Head of Communication and Public Relations in Maritime Tourism: Management of the image and communication of maritime tourism companies, including relations with media, influencers, and stakeholders.
05Maritime Tourism Digital Marketing Specialist: Development and execution of digital marketing strategies for maritime tourism companies, including SEO, SEM, social media, and email marketing.
06Maritime Tourism Market Analyst: Research and analysis of maritime tourism markets to identify opportunities and trends.
07Maritime Tourism Marketing Consultant: Advising maritime tourism companies on the definition and implementation of marketing strategies.
08Marine Ecotourism Manager: Developing and managing sustainable tourism products and services in the marine environment, such as whale watching or snorkeling on reefs.
09Maritime Tourism Event Organizer: Planning and organizing events related to maritime tourism, such as nautical festivals, regattas, or conferences.
Questions
Entry Requirements
Maritime tourism.
Yes. The itinerary includes ECDIS/Radar-ARPA/BRM with harbor, ocean, fog, storm, and SAR scenarios.
Online with live sessions; hybrid option for simulator/practical placements through agreements.
Maritime tourism sector.
Recommended functional SMCP. We offer support materials for standard phraseology.
Yes, with a relevant degree or experience in maritime/port operations. The admissions interview will confirm suitability.
Optional (3–6 months) through Companies & Collaborations and the Alumni Network.
Simulator practice (rubrics), defeat plans, SOPs, checklists, micro-tests and applied TFM.
A degree from Navalis Magna Institute + operational portfolio (tracks, SOPs, reports and KPIs) useful for audits and employment.
Online admissions
Admissions Process
No waiting for a phone call. If your documents are complete, you can pay in the same session.
Entry requirements
```htmlAcademic/Professional Profile:Bachelor's/Undergraduate Degree in Tourism, Marketing, Business Administration, or related field; or accredited professional experience in the tourism, marketing, or maritime management sector.Language Proficiency:Recommended: fluent English (B2 or higher) for communication and marketing materials. Other languages will be considered an asset.Documentation:Updated CV, copy of degree, ID/Passport, cover letter explaining your interest in maritime tourism marketing.Technical Requirements (for online, if applicable):Computer with ca
Questions?
Frequently Asked Questions
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