The evolution of the sector doesn’t depend solely on infrastructure, investments, or campaigns. It depends on how brands are understood and built. Because today, more than ever, the value of a destination, an organization, or a project is directly linked to its ability to generate meaning.

Developing open and accessible training initiatives isn’t a one-off action; it’s a strategic commitment. Bringing branding closer to students, professionals, entrepreneurs, and institutions opens the door to a different way of competing: more conscious, more connected, and more sustainable.

Branding is no longer limited to what’s visible. It’s culture, behavior, and decision-making. It’s in how you lead, how you innovate, and how you build relationships with people.

Being chosen by UN Tourism to develop the first MOOC on branding for its online academy is part of that commitment. An initiative aimed at promoting knowledge and generating a positive impact through accessible education.

The program addresses branding from a holistic perspective: culture, talent, sustainability, innovation, digital transformation, and communication. These are key elements for building value and generating genuine connection.

The MOOC (Massive Open Online Course) is called Branding + Innovation “Brandinnovation” and aims to define and explain why branding is so important. It features a team of professors who are true leaders in their fields of expertise.

In a context where social, cultural, and economic factors evolve interdependently, understanding these changes is no longer just an advantage, but a necessity.

The course generated such interest that it attracted participants from 70 countries, making it one of the academy’s most popular courses.

Sharing knowledge is also a way to build the future.

https://www.unwto-tourismacademy.ie.edu/product/branding-innovation-brandinnovation