Humber and NKUHT Students Collaborate on International Destination Marketing Project

HLOs:

Throughout the fall semester, students in the business degree elective TOUR3000: International and Canadian Tourism, taught by Professor Anke Föller-Carroll, collaborated with students from Humber Polytechnic’s partner institution, National Kaohsiung University of Hospitality and Tourism (NKUHT), as part of a Collaborative International Online Learning (COIL) experience. The NKUHT cohort was led by Professor Leonardo Nava Jiménez.

The COIL project focused on destination marketing, with students introducing their respective cities, Toronto and Kaohsiung, to one another through the lens of tourism planning and market segmentation. Working in international teams, students developed destination concepts that highlighted seasonal experiences, cultural attractions, and accessible travel options.

The assignment challenged students to design three Toronto-based day trips across different seasons, as well as two full-day excursions outside the city that were accessible by public transit. Each itinerary was created with a clearly defined target market in mind. Students produced a comprehensive report that analyzed audience profiles using tools such as Destination Canada’s Explorer Quotient, and combined well-known attractions with lesser-known experiences to present a balanced and authentic view of their destinations.

To bring their concepts to life, students delivered their final presentations through creative YouTube videos shared with their international peers. The project encouraged students to approach destination management from a marketing perspective, applying strategies to address seasonality and inspire locals to explore their own city as “tourists in their own backyard.”

Beyond the immediate learning outcomes, the project also aimed to spark interest in international exchange and study abroad opportunities offered through Humber Polytechnic. Additionally, the work will serve as a foundation for future collaboration within the Longo Faculty of Business, supporting winter semester students in the Digital Business Management Web Development course, taught by Professor Hanadi Alnawab, who will build upon the project in their own coursework.

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