The Department of Hospitality and Tourism, within the Faculty of Management Sciences at the Durban University of Technology (DUT), hosted an enriching guest lecture by Dr. Professor Ralph Berchtenbreiter from the Munich University of Applied Sciences (Hochschule München) in Germany on Tuesday, 3 March 2026.
The session was held at the DUT Hotel School Conference Centre and attracted third-year, Advanced Diploma, and postgraduate students eager to engage with global perspectives shaping the hospitality and tourism industry.
The guest lecture formed part of the Department’s ongoing commitment to internationalisation and academic excellence, in alignment with DUT’s ENVISION2030 strategy. By engaging distinguished international scholars, the Department creates meaningful platforms that expose students to emerging global trends, innovative research, and cross-cultural academic dialogue in a rapidly evolving, digitally driven world.
Dr. Prof Berchtenbreiter delivered a compelling presentation on digital marketing in hospitality and tourism, emphasising how digital transformation is reshaping customer engagement, brand communication, and revenue generation in the post-pandemic era. He highlighted the strategic use of social media marketing, content creation, and influencer partnerships in destination promotion and hotel branding.
The lecture also explored the growing importance of Search Engine Optimisation, Pay-Per-Click advertising, and data analytics in driving direct bookings and strengthening tourism competitiveness. Students were encouraged to reflect on consumer behaviour in the digital age and consider how technology influences traveller decision-making and booking patterns. Emerging innovations such as Artificial Intelligence, personalised marketing, and virtual reality applications were discussed as transformative tools shaping the future of tourism marketing.
Tourism student Raeesah Jamal described the lecture as both informative and inspiring. “Dr. Prof Berchtenbreiter was an amazing guest who spoke about his university and the different tourism courses offered at the German institution. We also learned about the culture in Germany, including cultural highlights, cuisine, and traditions. It was an amazing experience, and I am really happy to have attended,” she said.
Lindokuhle Mazibuko expressed excitement about the international study opportunities presented. “I was very happy to hear about the dual degree and study abroad options. In Germany, students can register at two universities and complete modules at both institutions to earn a dual qualification. This gave me valuable insight into global study pathways and how DUT students might explore similar opportunities in the future,” he said.
The interactive session concluded with robust discussions and case study analyses, challenging students to contextualise global digital marketing strategies within the South African hospitality environment. The engagement broadened academic horizons and highlighted tangible pathways for international exposure, collaborative research, and enhanced global employability.
Pictured: DUT Hospitality and tourism industry students in attendance at the guest lecture.
Skhumbuzo Mdunge
