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Santiago Rodríguez

How to Attract Tourism And Get the Visitors You Want

Get the tools to dominate the process of attracting the type of tourism you want.

A great hands-on course for beginners, indispensable for seasoned professionals!

Attract The Tourism You Want cover

Why it matters?

This is what global voices say about the importance of attracting the type of visitors you want to your destination and business... 

"Tourism: growth is not the enemy; it’s how we manage it that counts."

WORLD TOURISM ORGANIZATION

"Tourism should and can contribute positively to the communities upon which it depends."

WORLD TRAVEL & TOURISM COUNCIL

"As visitors, we share the responsibility to act in a responsible manner to protect and respect local customs."

GLOBAL SUSTAINABLE TOURISM COUNCIL

What will you learn inside?

01

Getting started

A refreshed perspective on tourism

  • Understand what tourism really is about.

  • Identify the type of tourism you really want.

Getting started A refreshed perspective on tourism

02

Getting enhanced

Determinants to attract tourism

  • Understand why destinations don't attract tourism.

  • Discover the top factors to attract tourism.

  • Learn how to enhance your key capacities.

Getting enhanced Determinants to attract tourism

03

Getting the tool

The full picture to attract tourism

  • Discover the tool for decision-making and action.

  • Get the tool and understand how it works.

Getting the tool The full picture to attract tourism

04

Getting down to action

Putting together your action plan

  • Review the process to attract visitors you want.

  • Put all lections together for your own case.

  • Get your action & tracking plan ready!

Getting down to action Putting together your action plan

1

2

It is very hard to get the wrong type of visitor to behave in the right way. So, let's attract the right ones from the beginning.

It is not the quantity, but the quality of visitors that will make the business and the host communities thrive.

KEY FACTS TO CONSIDER

Instantly Unlock Attract The Tourism you Want

€59

60 short minutes ✅

19 actionable lessons ✅

Experience-driven tips ✅

Science-backed content ✅

3 unique tools to take action ✅

Here is the full curriculum

Part 1: Introduction

  • Welcome

  • Audio version download
     

Part 2: A Refreshed Perspective On Tourism

  • Get a Refreshed Perspective About: What is Tourism?

  • Assignment: Identify the Type(s) of Tourism You Want

  • ​​Types of Tourism List and Definitions


Part 3: Destinations Don't Attract Tourism​

  • Why Destinations Don't Actually Attract Tourism

  • Summary + Full Article
     

Part 4: Determinants To Attract Tourism

  • Determinants based on +40 Years of Experience & Knowledge

  • Summary + Top 10 Determinants + Full Article

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Part 5: Enhance The Top 1 Determinant: Collective Action

  • Top 1 Determinant: Collective Action Through Social Capital

  • Assess Your Collective Action Skills: Reach Your Goals!

  • Collective Action:  Summary + Assessment Questions + Full Article

​

Part 6: Enhance Top 2 Determinant: Defined Target Market

  • Top 2 Determinant: Defined Target Market - The Cornerstone

  • Describe The Traveler You Want To Attract

  • Assignment: Write The Profile Of The Traveler You Want!

​

Part 7: Full Picture To Attract Tourism (iModel)

  • iModel Intro: Manage The Full Picture To Attract Tourism

  • iModel Matrix + Summary & Full Article

 

Part 8: Applying The iModel For Decision-Making And Action

  • Master The Process To Attract The Visitors You Want

  • Apply The iModel To Get The Visitors You Want

​

Part 9: Wrapping Up

  • Takeaways and Next Steps to Attract Visitors

  • What kind of support can I expect between the sessions?
    In addition to the scheduled one-on-one coaching sessions, you will have continuous access to Santiago via email, WhatsApp and LinkedIn throughout the coaching period. This means you can seek guidance, ask questions, or troubleshoot any issues that arise in real-time, ensuring that you have ongoing support to keep you on track toward your objectives.
  • What can I expect to achieve by the end of the coaching program?
    By the end of the program, you’ll leave with a data-driven visitor-growth blueprint, an AI-powered system revealing your most profitable market segments, a library of high-impact content ready to deploy, and a proven outreach system. And, just as important, the AI fluency and strategic confidence to replicate and scale these results on your own.
  • What are the key areas that the coaching package can help with?
    The coaching targets four high-impact areas: strategic visitor positioning (defining goals and ideal high-value segments), AI-driven demand intelligence (turning search and trend data into clear market opportunities), compelling content creation (using AI to build persuasive campaigns and assets), and conversion-focused outreach systems (preparing campaigns that move attention into bookings). All while sharpening your leadership and AI fluency so you can sustain growth long after the program ends.
  • How soon can I start seeing results from the coaching?
    Most clients notice quick wins within the first two weeks; clarity on high-value visitor segments and AI-generated content drafts, while the full four-phase cycle delivers ready-to-launch campaigns and measurable audience traction inside 60 days, with momentum building as each phase layers strategy, data, content, and outreach.
  • Is this coaching package suitable for all tourism professionals?
    Yes, provided you have responsibility (or influence) over visitor growth and are willing to embrace data-driven, AI-enabled tactics. The program is ideal for DMO leaders, destination marketers, tour operator owners, and travel brand managers who can act on strategic insights and campaigns; it’s less suited to entry-level staff or businesses seeking quick, low-value volume without a focus on high-value visitors.
  • How will the coaching be personalized to my specific needs?
    At the outset we run a 90-minute strategy session to map your goals, challenges, and visitor targets; that intel fuels a bespoke action plan in our four-phase framework, which we then tailor each week. AI tools, content topics, and outreach channels all pivot around your data, capacity, and timelines, so every tool, template, and milestone is used to move the needle for your specific destination or brand and for your professional growth.
  • How does the final review session contribute to my long-term success?
    The final review session consolidates everything we’ve built: aligning strategies with your goals, fine-tuning your AI tools and content, and locking in a 90-day next-steps roadmap, so you leave with clear KPIs, refined systems, and the confidence to sustain and scale your visitor-growth strategy long after the coaching ends.
  • Who is Santiago Rodríguez, and why should I trust his coaching?
    Santiago Rodríguez, PhD in Tourism, is an international expert implementing practical solutions globally backed by science, with over two decades of experience in tourism development across the private, public, community, and academic sectors. His extensive background and deep understanding of the tourism phenomenon make him exceptionally qualified to guide destinations, brands, and professionals. Santiago's experience has successfully helped individuals and organizations globally to achieve their objectives. His reputation, backed by years of real-world experience and expertise, ensures that the coaching you receive is both relevant and effective.
  • How can I get started with this AI-Powered Coaching?
    To get started, please contact us through this website to verify availability. Santiago takes only a limited numbers of cases to work with every year.
  • Can I get support for implementation after the coaching program?
    Absolutely. Santiago has a strong network of international experts and partners and he can put you in touch with the right people to support you in the implementation of the strategies you defined together during the coaching program, especially in the area of highly affordable and highly efficient multilingual content creation and online marketing.
  • What makes Santiago's coaching unique compared to other coaching services?
    Santiago’s coaching uniquely fuses deep tourism expertise with AI-powered tools, delivering sector-specific market intelligence, ready-to-launch campaigns, and a repeatable four-phase framework that you can choose to master alongside him or have it done-for-you.
  • Can I get a preview of the coaching style before committing to the full package?
    Yes, you can arrange an introductory call or a brief consultation with Santiago to discuss your needs and get a feel for his coaching style before committing to the full package. Simply click on any of the "Enquire About Coaching" buttons on this page.
  • How flexible is the coaching in terms of scheduling?
    The coaching package is designed with your busy schedule in mind. The sessions are remote, offering the flexibility to choose times that work best for you. The package is structured over a maximum of six weeks, but it can be adjusted to fit your agenda, ensuring that the coaching process is convenient and non-disruptive to your day-to-day responsibilities.
  • How will this coaching help me deal with the rapid changes in the tourism sector?
    Because the program is built on real-time data and AI tools, you’ll continuously track shifting demand signals, update visitor personas, and refresh campaigns on the fly; the four-phase framework teaches you how to pivot strategy, content, and outreach whenever trends, technologies, or traveler behaviors change, equipping you with an adaptable toolkit and mindset to stay ahead of turbulence in the tourism sector.
  • What is the time commitment required for this coaching package?
    The coaching package is designed to be efficient and effective, requiring a total of approximately 5 hours of scheduled sessions spread over a maximum of six weeks. This includes the initial assessment session (90 minutes), three key coaching sessions (60 minutes each), and the final review session (60 minutes). Additionally, there’s ongoing support available via email and WhatsApp, which can be utilized as needed, but it’s not time-intensive.
  • What is the approach to identify the key areas during the initial assessment?
    In a 90-minute kick-off session, we blend a short pre-call questionnaire, a live diagnostic of your existing visitor data and assets, and an AI-powered market scan; we cross-check the insights against your goals, resources, and bottlenecks; score each area for impact versus feasibility; and leave with a ranked set of 3-4 priority levers that will drive the fastest, highest-value results through the four-phase framework.
  • Is this coaching package available for executives outside the tourism industry?
    Yes, while the curriculum is rooted in tourism use cases, any executive tasked with attracting high-value audiences, launching data-driven campaigns, or integrating AI into growth strategy can benefit. The four-phase framework: strategy, demand intelligence, AI-powered content, and conversion outreach, applies equally to sectors like hospitality, events, and destination real estate; we simply tailor the market research and messaging to your specific industry during the initial assessment.
  • Can the coaching sessions be customized to address specific challenges?
    Yes, the coaching sessions are highly customizable to address the unique challenges and goals you face. Santiago will work closely with you to ensure that the content and focus of each session align with your strategic objectives.
  • How does the ongoing communication component add value to the coaching experience?
    The ongoing communication via email, WhatsApp and LinkedIn is a crucial part of this coaching package, providing continuous support throughout the coaching period. This allows you to seek advice, clarify doubts, and get real-time feedback as you implement strategies. It ensures that you are never left to navigate challenges alone and can maintain momentum between the formal coaching sessions.
  • What kind of support can I expect between the sessions?
    In addition to the scheduled one-on-one coaching sessions, you will have continuous access to Santiago via email, WhatsApp and LinkedIn throughout the coaching period. This means you can seek guidance, ask questions, or troubleshoot any issues that arise in real-time, ensuring that you have ongoing support to keep you on track toward your objectives.
  • Can I get a preview of the coaching style before committing to the full package?
    Yes, you can arrange an introductory call or a brief consultation with Santiago to discuss your needs and get a feel for his coaching style before committing to the full package. Simply click on any of the "Enquire About CEO Coaching" buttons on this page.
  • Can the coaching sessions be customized to address specific challenges?
    Yes, the coaching sessions are highly customizable to address the unique challenges and goals of you face. Santiago will work closely with you to ensure that the content and focus of each session align with your strategic objectives.
  • How will this coaching package help me deal with the rapid changes in the tourism sector?
    The tourism sector is constantly evolving, with frequent disruptions and new trends emerging. This coaching package is designed to help you not only navigate these changes but also leverage them to your advantage. Whether it’s through developing a strategic vision, driving digital transformation, managing stakeholders, to mention a few key areas, you’ll gain tools and strategies to stay ahead of changes and position yourself and your organization for success.
  • Can I get support for implementation after the coaching program?
    Absolutely. Santiago has a strong network of international experts and partners and he can put you in touch with the right people to support you in the implementation of the strategies you defined together during the coaching program, specially in the areas of market intelligence, marketing, content creation, sustainability, technology, artificial intelligence, and leadership.
  • How does the ongoing communication component add value to the coaching experience?
    The ongoing communication via email, WhatsApp and LinkedIn is a crucial part of this coaching package, providing continuous support throughout the coaching period. This allows you to seek advice, clarify doubts, and get real-time feedback as you implement strategies. It ensures that you are never left to navigate challenges alone and can maintain momentum between the formal coaching sessions.
  • How does the final review session contribute to my long-term success?
    The final review session is a 60-minute meeting designed to evaluate your progress, reinforce the strategies you’ve developed, and outline a plan for your continued growth. This session is crucial for ensuring that the improvements and knowledge you’ve gained are sustainable and that you have a clear path forward even after the coaching period ends. If required, Santiago will also put you in touch with high-quality specialists to help you further in the implementation of the strategies developed during coaching package.
  • How will the coaching be personalized to my specific needs?
    The personalization starts from the very first session, a 90-minute comprehensive assessment designed to understand your unique challenges, priorities, and objectives. Based on this assessment, three key support areas are identified, and a customized coaching plan is created to focus on these areas. The ongoing communication and continuous support throughout the coaching period further ensure that the guidance and strategies remain aligned with your evolving needs.
  • Is this coaching package suitable for all tourism executives?
    While the package is primarily designed for high-level executives in the tourism industry, such as CEOs, Directors, and decision-making officials, it is particularly beneficial for those who are facing complex challenges and are looking for expert guidance to navigate the rapidly changing landscape of tourism. If you are in a leadership role and want to drive significant impact in your organization, this package is tailored to meet those needs.
  • How can I get started with the CEO Coaching?
    To get started, please contact us through this website to verify availability. Santiago takes only a limited numbers of cases to work with every year.
  • What can I expect to achieve by the end of the coaching program?
    By the end of this coaching program, you can expect to have a clear, actionable strategy tailored to your specific challenges, whether they relate to strategic vision, stakeholder management, attracting visitors, leadership development, financial issues, or any of the other targeted support areas. You’ll also gain practical tools and insights to implement these strategies effectively, improve your leadership capabilities, and drive your organization toward its goals. The final review session will ensure you have a plan for ongoing development, and if required, that you get in touch with the right partners for further implementation. This will ensure continued growth beyond the coaching period.
  • Who is Santiago Rodríguez, and why should I trust his coaching?
    Santiago Rodríguez, PhD in Tourism, is an international expert implementing practical solutions globally backed by science, with over two decades of experience in tourism development across the private, public, community, and academic sectors. His extensive background and deep understanding of the tourism phenomenon make him exceptionally qualified to guide top-level executives. Santiago's experience has successfully helped individuals and organizations globally to achieve their objectives. His reputation, backed by years of real-world experience and expertise, ensures that the coaching you receive is both relevant and effective.
  • What is the time commitment required for this coaching package?
    The coaching package is designed to be efficient and effective, requiring a total of approximately 5 hours of scheduled sessions spread over a maximum of six weeks. This includes the initial assessment session (90 minutes), three key coaching sessions (60 minutes each), and the final review session (60 minutes). Additionally, there’s ongoing support available via email and WhatsApp, which can be utilized as needed, but it’s not time-intensive.
  • How soon can I start seeing results from the coaching?
    Results can vary depending on the specific challenges you’re addressing, but many clients start seeing immediate benefits in their vision and focus after the first few sessions. Depending on each case, Santiago tries to provide strategies and tools for quick implementation, enabling you to start testing in your organization or in your professional environment as soon as you begin the coaching process.
  • Can I choose to focus on more than three areas during the coaching?
    While the package is structured to focus intensively on three key support areas identified during the initial assessment, you can certainly discuss related areas of interest with Santiago. However, to ensure the depth and effectiveness of the coaching, we will concentrate on a maximum of three areas during the formal coaching sessions. In case you want to work on more than three areas, a tailored coaching package can be arranged for you.
  • What are the key areas that the coaching package can help with?
    The coaching package addresses a wide range of critical areas for top-level tourism executives, including (for a detailed list see te section "10 Key Support Areas For Tourism CEOs" in above in this page). During the initial assessment, the 3 specific areas that are most relevant to your situation will be prioritized, ensuring that the coaching is focused and impactful.
  • How flexible is the coaching in terms of scheduling?
    The coaching package is designed with your busy schedule in mind. The sessions are remote, offering the flexibility to choose times that work best for you. The package is structured over a maximum of six weeks, but it can be adjusted to fit your agenda, ensuring that the coaching process is convenient and non-disruptive to your day-to-day responsibilities.
  • What is the approach used to identify the key support areas during the initial assessment?
    During the initial assessment session, Santiago employs a combination of in-depth questioning, analysis of your current situation, and discussions about your goals and challenges. This comprehensive approach allows for the accurate identification of the three most critical areas where coaching can provide the greatest impact. The process is collaborative, ensuring that your input is central to the decision-making.
  • What makes Santiago's coaching package unique compared to other executive coaching services?
    This coaching package is uniquely designed for top-level executives in the tourism sector, such as DMO CEOs, Tourism Companies' CEOs, Tourism Directors, decision-making Tourism Officials, and Tourism Entrepreneurs. It’s not a one-size-fits-all approach but a highly personalized service that tailors strategies to the specific needs and challenges of the tourism sector. With over 20 years of global experience, Santiago Rodríguez brings deep expertise, practical insights, and a proven track record of success in tourism development. This specialized tourism-focused coaching program, combined with flexible one-on-one online sessions, makes this package particularly suitable and valuable for those who manage or wish to thrive in the dynamic and complex tourism sector.
  • Is this coaching package available for executives outside the tourism industry?
    While the coaching package is specifically designed for top-level executives in the tourism sector, many of the strategies and leadership principles discussed are transferable to other sectors. If you are an executive in a related field or facing similar challenges, you may still benefit significantly from this coaching. However, the tourism-specific insights and examples will be most relevant to those directly involved in the sector.
  • Ok...but still...is it worth €59?
    I spent 100+ hours working on this & providing the best resources, so you don't have to. You'll get instant access to the methodology to prepare yourself to attract the tourism you want. I've designed this course to be actionable. It's not some book you read once & shelve. It's a video-based course with a system and tools that you can use every day, and revisit frequently.
  • How does the Get Visitors Execution Program impact my destimation or business?
    It helps to establish a long-term and consistent flow of independent visitors and also from trusted travel trade channels, increasing the reliability of your visitor base.
  • Why is attracting the type of tourism you want important?
    Tourism impacts relate to the economic but also to the social and environmental dimensions, especially for host communities. Therefore, improving your capacity to achieve the desired outcomes (and avoid undesired ones) is crucial for your current and future professional development, business success, and overall well-being.
  • What's missing in this course that those other courses charge so much for?
    You won't be watching any Oscar-winning cinematography and it isn't shot on some big budget. I'm not sitting on a private plane or in some rented beach house. It's me in my home office in Königswinter, Germany giving you the simple information you need to succeed.
  • Ok. Got it. This must be expensive, right?
    No. It's $59.
  • Ok, what do I do next if I want to enroll?
    Click the button below and get started today.
  • Who is this course for?
    Any professional or soon-to-be who wants to boost their capacity to attract tourism, increase their income, and improve host communities' well-being through tourism.
  • What will I learn in this course?
    You'll learn how to view the process of attracting visitors in a clear and structured way, and I will guide you step-by-step on how to prepare your action plan.
  • Who are you? Why should I listen to you?
    My name is Santiago Rodriguez. I'm a tourism professional with over 20 years of experience on three continents and a PhD, helping professionals and organizations with methods and tools to achieve the results they want. You absolutely do not have to listen to me, but working on practical solutions for the tourism sector is my specialty.
  • How long will it take to see results?
    It depends on how active you are in the practice. Achieving development and life-improvement through tourism is not an overnight aim. But if you follow the lessons and apply the tools, you will greatly accelerate your path to success. If you do absolutely nothing, you won't see any results.
  • Does the course come with email or call support?
    No, the course is designed to be self-guided and self-paced. With the tourism projects we are involved in to bring you the best experience- and science-based resources, we cannot provide 1:1 support via email or calls.
  • Do I get lifetime access?
    Absolutely. You can access it for as long as you'd like with no extra payment.
  • Most high-quality productivity or development courses are like €1,200 or €800. What's the deal?
    My main goal is to make development through tourism fun, easy, and accessible. How many people can actually afford those other expensive courses?
  • How does Santiago’s experience benefit my destination or business?
    With his extensive background in data-driven strategy and sustainable tourism, linking science-based knowledge with practical tools, and as part of the Herrmann Global team, Santiago contributes for actions to be both innovative and impactful, aligning with your destination’s or business' unique needs.
  • What expertise does Santiago Rodríguez bring to Herrmann Global?
    Santiago Rodríguez, PhD in International Tourism Market Access, is a seasoned tourism strategist with over 20 years of experience across four continents. He has developed tourism intelligence tools, authored scientific articles, and collaborated with the public and private sectors to drive sustainable growth in destinations.
  • What is the process for working with Herrmann Global?
    We start with an exploratory session to understand your needs. If we both think we are a good fit, we will build a customized strategic proposal on how we can help you achieve your goals. Once we decide to partner, we analyze data to define the action path, create and publish the required content, and execute the campaigns while providing ongoing support and tracking results.
  • How is the content distributed to my target audience?
    First, your stories and itineraries are hosted either on your own website or on one of our specialized content platforms, www.Untraveled.com or www.VisitUSAParks.com. Then, we use the most relevant channels to drive your ideal visitors to your content, including social media, blogs, travel forums, and industry-specific channels.
  • Can you track and measure the success of these campaigns?
    Absolutely! We provide regular reports on key performance indicators, such as traffic, engagement, and conversion rates, to ensure transparency and continual improvement. And we consistently get way above industry averages results for our partners at lower costs, thanks to our highly focused and intergated approach to your ideal visitor profile from the get-go.
  • How do Herrmann Global and Santiago Rodríguez help destinations attract ideal international visitors?
    We combine market intelligence, multi-lingual content creation, targeted online marketing, and strategic travel trade partnerships. By leveraging data and storytelling, we craft campaigns that effectively connect with your desired audience and align with your budget.
  • How can sustainable and responsible travel benefit my destination’s and business' reputation?
    By emphasizing sustainability and responsible travel, your destination and business stand out as a meaningful and forward-thinking brand, which attracts a loyal and conscious audience.
  • How long does it take to see results?
    To create a consistent flow of ideal visitors, consistency and clear objectives are prime. Although we recommend starting with specific steps to get to know each other, we choose to partner with those who value the power of mid- and long-term strategies to drive sustained success. Thus, timelines vary depending on the complexity of your goals. But most partners start seeing significant improvements in their ideal visitors engagement within months.
  • How can I promote sustainable and meaningful travel through the Get Visitors Program with Herrmann Global?
    We specialize and prioritize storytelling and strategies that highlight the unique culture and natural resources of your destination, inspiring visitors to contribute positively to host communities.
  • What kind of data does Herrmann Global provide for market intelligence?
    We provide insights about your ideal international markets, including travel behaviors, planning habits, media consumption, and perceptions about your destination using online search data, social listening, and accommodation booking data. These allow us to understand how to influence the inspiration and decision-making process of your ideal visitors and track visitation results.
  • How does Herrmann Global build partnerships with travel agencies?
    We identify and collaborate with travel agencies in your markets of interest that align with your destination's and business' goals, ensuring long-term relationships that drive quality visitors.
  • What strategies are used for online marketing?
    We focus on laser-targeted campaigns that connect your content with the right audience through SEO, paid advertising, email marketing, and social media strategies.
  • How is market intelligence customized for my destination?
    Our team, led by Santiago Rodríguez, PhD in Tourism, analyzes global and destination-specific data to identify opportunities tailored to your target audience and strategic goals.
  • What sets Herrmann Global and Santiago Rodriguez apart from traditional agencies or data providers?
    Unlike typical data providers that only deliver ideas or traditional marketing agencies that lack data to support execution, we provide a full-service approach. From gathering critical data to developing strategies and implementing campaigns, which results in higher efficiency and streamlined results. We eliminate the guesswork in the steps to attract your ideal visitors.
  • What languages are supported in your multilingual content creation?
    We work with a team of experts native and proficient in multiple languages to ensure your stories and itineraries resonate with diverse international audiences. So far, we have worked with English (American and British), German, Spanish, French, Italian, Dutch, Portuguese, Japanese, Chinese, and South Korean. We can also easily do Polish, Czech, and Slovakian. However, with our global network, we can provide native content creators in any target language.
  • Is there a minimum budget requirement?
    Our solutions are highly affordable and tailored to fit a variety of budgets. From small businesses and destinations, such as individual rural communities, to large partners like multi-state partnerships or countries. We’ll work with you to ensure the best allocation of resources for maximum results.
See you inside!

Unlock your capacity to Atrtact the Visitors You Want Today

Santiago Rodríguez, PhD
Tourism Productivity & Tools
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