Master's in Maritime Tourism Marketing
This master's prepares you to lead the marketing of tourism experiences at sea and on the coast: cruises, charters, marinas, nautical activities, coastal destinations and maritime events. You will learn to research and segment markets, build brands and positioning, run digital and omnichannel campaigns, set prices and manage distribution, work with the travel trade and the media and measure the return on every action, with sustainability and the blue economy at the center of your strategy.
Prior knowledge check
These are the skills this program gives you. Tick the ones you already master and we will tell you which part of the syllabus is for you.
You are starting from scratch in this subject. The program is designed precisely for that.
What is the Master's in Maritime Tourism Marketing?
This master's covers the whole marketing cycle for maritime and coastal tourism. You will study the maritime tourism ecosystem, from cruises, recreational boating and charters to ferries and coastal tourism; market research and business intelligence with AIS data, port traffic, mooring data, social listening and dashboards; destination branding and the positioning of marinas, nautical clubs, cruise lines and charter brands; SEO, SEM, social media, influencers, email automation, immersive video and conversion optimization; experience and event marketing for diving, whale watching, regattas and boat shows; revenue management, dynamic pricing and nautical distribution channels; B2B marketing, trade fairs, fam trips and public relations; emerging technologies such as P2P boat rental, smart marinas and AI; and responsible marketing that avoids greenwashing.
What sets this master's apart: it is built around the specific products of the sea, such as berths, cabins, charters, excursions and memberships, rather than generic tourism; it links brand, digital marketing, pricing and distribution in one commercial strategy; it includes the trade side of the business, from DMCs and luxury travel consortia to shipowners and shipyards; it treats sustainability, the protection of seagrass meadows and reefs and the reduction of seasonality as part of the value proposition; and it closes with a marketing plan module and a Final Project in which you build a complete marketing plan for a coastal destination, marina, charter company or cruise line.
Program highlights
- Maritime tourism ecosystem: cruises, charters, marinas, ferries and coastal destinations.
- Market intelligence: AIS and port data, social listening, micro-segmentation and dashboards.
- Branding: destination branding, marina and cruise positioning, storytelling and co-branding.
- Digital marketing: SEO, SEM, social media, influencers, email automation and CRO for bookings.
- Revenue and distribution: dynamic pricing, RevPAS, brokers, OTAs, DMCs and upselling.
- Responsible marketing: blue economy, SDGs, greenwashing prevention and seasonality reduction.
Syllabus of the Master's in Maritime Tourism Marketing
11 modules. Select a module to see its content.
Foundations of maritime, nautical and coastal tourism
- 1.1. The maritime tourism ecosystem: cruises, recreational boating, charters, ferries and coastal tourism
- 1.2. Historical evolution and global trends in tourism demand in marine settings
- 1.3. Socioeconomic macro-environment and geopolitics applied to commercial nautical routes
- 1.4. Governance of nautical tourism: public bodies, tourism boards, marinas and yacht harbors
- 1.5. Types of nautical and maritime travelers: profiles, motivations and consumption patterns
- 1.6. Coastal tourism geography and design of nautical and cultural itineraries
- 1.7. Sustainability frameworks, the blue economy and regenerative tourism
- 1.8. International regulatory framework: boating licenses, chartering and coastal safety
- 1.9. Coastal quality certifications such as the Blue Flag and tourism quality labels as marketing assets
- 1.10. Competitive analysis and benchmarking of established and emerging maritime destinations
Market research and maritime business intelligence
- 2.1. Quantitative and qualitative research methods applied to coastal tourism
- 2.2. Nautical data sources: AIS, port traffic, mooring data and navigation patterns
- 2.3. Social listening and sentiment analysis of tourists in coastal and cruise destinations
- 2.4. Micro-segmentation of nautical travelers: superyachts, dinghy sailing, diving and water sports
- 2.5. Analysis of the maritime customer journey: pre-embarkation, voyage and post-trip stages
- 2.6. Big data and artificial intelligence applied to the analysis of tourist flows in ports
- 2.7. Commercial feasibility studies for new nautical products and marinas
- 2.8. Analysis of direct and indirect competition in the maritime leisure offering
- 2.9. Key performance indicators (KPIs) in nautical marketing and tourism analytics
- 2.10. Building interactive dashboards and scorecards for decision-making
Branding and positioning of maritime destinations and experiences
- 3.1. Brand strategy for coastal destinations (destination branding) and waterfronts
- 3.2. Positioning marinas, nautical clubs and luxury yacht harbors
- 3.3. Creating cruise and nautical charter brands and their value proposition
- 3.4. Storytelling applied to seafaring culture, nautical heritage and coastal gastronomy
- 3.5. Visual identity, experience design and signage in port settings and on vessels
- 3.6. Brand architecture for charter groups, marinas and maritime tour operators
- 3.7. Brand reputation management, tourism diplomacy and environmental communication
- 3.8. Positioning strategies to attract high-impact nautical tourism (UHNWI)
- 3.9. Product differentiation against the seasonality of sun-and-beach tourism
- 3.10. Brand licensing, co-branding and sponsorship of maritime sporting events
Digital marketing, omnichannel strategy and nautical social media
- 4.1. Content strategy for nautical tourism websites and maritime booking engines
- 4.2. SEO and organic positioning focused on searches for coastal and charter experiences
- 4.3. SEM and paid advertising strategies (Google Ads, Meta Ads) to attract cruise passengers
- 4.4. Visual social networks (Instagram, TikTok, YouTube) applied to the maritime lifestyle
- 4.5. Influencer marketing, nautical ambassadors and travel content creators
- 4.6. Automated email marketing, lead nurturing and loyalty in the low season
- 4.7. Immersive video marketing, 360° virtual tours and augmented reality
- 4.8. Conversion rate optimization (CRO) on boat and tour booking platforms
- 4.9. Inbound marketing applied to the sale of berths, licenses and club memberships
- 4.10. Managing online nautical communities and review platforms such as TripAdvisor and Google Maps
Experience, event and water sports tourism marketing
- 5.1. Designing nautical tourism products: diving routes, whale and dolphin watching and fishing
- 5.2. Marketing and organizing international regattas and maritime sporting competitions
- 5.3. Promoting boat shows, international charter fairs and nautical exhibitions
- 5.4. Integrating coastal heritage: lighthouses, maritime museums and historic shipyards
- 5.5. Creating maritime tourism packages combined with the offering ashore
- 5.6. Marketing for river cruise tourism and inland waterway boating
- 5.7. Promoting regenerative blue tourism and environmental education activities
- 5.8. Marine gastronomy and coastal wine tourism as drivers of the maritime offering
- 5.9. Designing VIP experiences and concierge services on yachts and sailing boats
- 5.10. Assessing the economic and tourism impact of major nautical events
Revenue management, pricing strategy and nautical distribution
- 6.1. Principles of revenue management applied to boat rental and maritime fleets
- 6.2. Dynamic pricing strategies based on seasonality, weather and demand
- 6.3. Optimizing inventories of berths, cruise cabins and excursion allocations
- 6.4. Financial performance metrics: RevPAS (revenue per available slip), APD and margin per mile
- 6.5. Nautical distribution channels: maritime brokers, specialist OTAs and direct sales
- 6.6. Integration with GDS, fleet managers and marina management software (PMS)
- 6.7. Upselling and cross-selling strategies before, during and after the voyage
- 6.8. Cancellation policies, deposits, security deposits and commercial risk management
- 6.9. Selling complementary services: skippers, catering, fuel and water sports
- 6.10. Commercial agreements with destination management companies (DMCs) and global tour operators
B2B marketing, public relations and maritime trade marketing
- 7.1. B2B negotiation and sales between nautical operators and travel agencies
- 7.2. Strategic participation in international tourism fairs such as FITUR, ITB and WTM
- 7.3. Familiarization trips (fam trips) and press trips for the nautical press
- 7.4. Public relations and specialist media plans for the maritime and naval sector
- 7.5. Strategic alliances with luxury, nautical fashion, automotive and watchmaking brands
- 7.6. Marketing for corporate charters, MICE events on board and incentive travel
- 7.7. Managing relationships with luxury travel agency consortia such as Virtuoso
- 7.8. Trade marketing strategies for shipowners, shipyards and distribution networks
- 7.9. Communication management in maritime crises and navigation accidents
- 7.10. Preparing press kits and media kits for nautical products
Emerging technologies and digital transformation at sea
- 8.1. Sharing economy platforms for boat rental (P2P boat rental)
- 8.2. Digitalization of the user experience in marinas, ports and vessels
- 8.3. Internet of Things (IoT) applied to boat tracking and tourist comfort
- 8.4. Artificial intelligence for personalizing maritime itineraries and recommendations
- 8.5. Nautical mobile apps: tourist nautical charts, weather and mooring buoy booking
- 8.6. Using drones and aerial photography to promote destinations and vessels
- 8.7. Blockchain applied to nautical rental contracts, digital licenses and traceability
- 8.8. Gamification of coastal tourist routes and marine orientation apps
- 8.9. Smart marinas and connected tourist ports
- 8.10. Cybersecurity and data protection strategies for customers in the nautical sector
Sustainability, the blue economy and responsible marketing
- 9.1. Integrating the Sustainable Development Goals (SDGs) into maritime marketing
- 9.2. Communicating environmental commitment: decarbonization, electric motors and biofuels
- 9.3. Preventing greenwashing in the promotion of marine tourism products
- 9.4. Creating and selling scientific tourism and marine conservation experiences
- 9.5. Protecting Posidonia seagrass meadows, reefs and marine fauna in nautical activities
- 9.6. Managing the impact of anchors, noise and waste in the marketing of nautical rentals
- 9.7. Awareness-raising and a code of conduct for nautical tourists in protected areas (Natura 2000)
- 9.8. Strategies to reduce the seasonality of coastal tourism and diversify the territory
- 9.9. Environmental certifications for tourist vessels and marinas
- 9.10. Measuring and offsetting the carbon footprint of maritime trips and events
Marketing plan, measurement and budgeting in maritime tourism
- 10.1. Structure of a marketing plan
- 10.2. Situation analysis
- 10.3. Objectives and strategies
- 10.4. Action plan and calendar
- 10.5. Marketing budget
- 10.6. Performance indicators
- 10.7. Web analytics and attribution
- 10.8. Measuring return
- 10.9. Monitoring and adjusting the plan
- 10.10. Presenting the marketing plan
Final Project
- 11.1. Selecting the case study: a coastal destination, marina, charter company or cruise line
- 11.2. Diagnosis of the environment, SWOT analysis with corrective actions and benchmarking of the nautical offering
- 11.3. Defining measurable marketing objectives and segmenting the target audience
- 11.4. Brand positioning strategy, value proposition and tourism narrative
- 11.5. Designing the portfolio of maritime products and experiences and the pricing policy
- 11.6. Sales strategy, distribution channels and revenue management
- 11.7. Digital marketing plan, content strategy and omnichannel media campaign
- 11.8. Sustainability plan, socioeconomic impact and alignment with the blue economy
- 11.9. Financial plan, marketing budget, revenue projection and ROI analysis
- 11.10. Writing the marketing plan report, executive presentation and oral defense
Duration and format of the Master's in Maritime Tourism Marketing
It is 1,500 hours. Tell us how many you can study each week and we will tell you when you will really finish.
This is the pace at which most students finish. It fits well with the installment plan.
Academic leadership and faculty
The Navalis teaching team: working professionals who teach and supervise the programs.
Dr. Marina AlcoverAcademic Director and Head of Quality Assurance
Eng. Diego CifuentesSenior Lecturer in Naval Welding and Non-Destructive Testing; Head of QA/QC for Welded Joints
Capt. Javier Abaroa (MCA)Senior Lecturer in Ship Handling, Electronic Navigation (ECDIS/Radar/ARPA) and GMDSS; STCW Compliance and Bridge Resource Management Coordinator
Dr. Pau FerrerSenior Lecturer in Naval Architecture and Simulation; Director of the Hydrodynamics and CFD Laboratory
Dr. Nuria LlobregatSenior Lecturer in Marine Meteorology, SAR and Operational Safety; Navigation Risk Management Coordinator
Eng. Javier BañulsSenior Lecturer in Electrical Engineering, Automation and ETO Engineering; Electronic Integration and Engine Alarms Coordinator
Eng. Sofía MarquinaSenior Lecturer in Materials, Composites and Corrosion Protection; Coordinator of the Advanced Paints and Coatings Line
Eng. Tomás RieraSenior Lecturer in Propulsion, Alternative Energy and Hybrid Systems; Energy Performance and Vibration CoordinatorObjectives of the Master's in Maritime Tourism Marketing
Career opportunities after the Master's in Maritime Tourism Marketing
Questions about the Master's in Maritime Tourism Marketing
Maritime and coastal tourism: cruises, charters, recreational boating, marinas, ferries, nautical activities, coastal destinations and maritime events.
Yes. A full module covers content strategy, SEO, SEM with Google Ads and Meta Ads, social media, influencers, email automation, immersive video and conversion optimization for booking platforms.
Yes. The revenue management module covers dynamic pricing, inventory of berths, cabins and excursions, metrics such as RevPAS, distribution channels and upselling.
It is useful for all of them. The content applies to coastal destinations, marinas, nautical clubs, charter companies, tour operators and cruise lines.
As part of the value proposition: the SDGs, decarbonization, greenwashing prevention, protection of seagrass meadows and reefs, protected areas, environmental certifications and carbon footprint measurement.
Yes. A degree or experience in tourism, marketing or business is enough; the admission interview confirms that the program suits your profile.
Through case studies and practical work in each module and a Final Project in which you build a complete marketing plan for a coastal destination, marina, charter company or cruise line.
A master's issued by Navalis Institute, together with the marketing plan, analyses and campaigns you develop during the program.
Fully online, through a virtual campus available 24/7 with live sessions that are recorded, forums and tutorials. It comprises 1500 hours of study across 11 modules of about 136 hours each.
More programs in Communication and marketing
Admission process
No waiting for a call back. If your documents are in order, you can enroll in the same session.
- Profile: aimed at marketing and communication professionals who want to specialize in maritime tourism, managers of cruise lines, shipping companies and marinas, entrepreneurs with maritime tourism projects, hotel and travel agency professionals who want to add maritime products, and graduates in tourism, marketing, business administration or related fields. A degree in tourism, marketing, business administration or a related field, or demonstrable professional experience in tourism, marketing or maritime management, is recommended.
- Language: sufficient command of English to follow the classes and the technical documentation.
- Technical resources: a computer with a camera and microphone, a stable internet connection and videoconferencing software.
- Admission: online application, review of your profile and a short interview with the academic team.
- 01ApplicationYour details, background and documents.
- 02Instant reviewWe check that everything is complete and in order.
- 03EnrollmentChoose full payment or instalments and reserve your place.
Admission is provisional until the committee validates the documents provided. If you do not meet the requirements, the full amount is refunded.
Ask us before you enroll
Leave your details and admissions will write to you to answer any questions. If you are already sure, you can apply and pay in the same session.