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Karin Elgin-Nijhuis

Karin NijhuisKarin is a specialist in online branding and marketing and (cross media) storytelling/narratology. She co-developed the UNWTO endorsed Destination Web Watch global audit and evaluation benchmarking scheme for Destination Management Organisation web activities.

Karin co-authored the UNWTO (and ETC) publications:

  • Evaluating and Improving Websites - The Destination Web Watch (2005)
  • Handbook on E-marketing for Tourism Destinations (2008)
  • Handbook on E-marketing for Tourism Destinations, Fully revised and extended edition (2014)

Having read Ancient History at Utrecht University (MA and Dutch equivalent of Post-Graduate Certificate of Education), Karin combined a university role with work in tourism. Fascinated by the opportunities the internet offered tourism and hospitality organisations, she trained as an internet developer and adviser and followed courses in Information Strategy, E-commerce (Post Graduate Certificate) and Corporate Communication at Erasmus University Rotterdam.

From 1999 to 2003 she worked as Internet Consultant and Head of Consultancy and Projects of the Information and Media Services Department of the Netherlands Board of Tourism and Congresses (NBTC) and was jointly responsible for the overall strategy, development and management of and for many city, regional and theme sites in the Netherlands.

Karin an e-marketing consultancy in 2004 working on advisory projects, case studies, guest lectures, keynote speeches, masterclasses, training, and staff skills audits. Clients have included UNCTAD, UNWTO, Slovenian Tourist Board, Malta Tourism Authority, Losinj Hotels & Villas in Croatia, Fáilte Ireland, Edinburgh Tourism Action Group, Rotterdam School of Management/ Erasmus University, Ministry of Culture and Tourism of Turkey, Hotelschool The Hague, several tourist boards and small and medium enterprises in the Netherlands.

Karin has been a member of committees and advisory panels of the European Commission, European Travel Commission and the International Institute for Information Design and a board member of IFITT (International Federation for IT and Travel & Tourism). She was co-chair of the ENTER 2004 and 2009 conferences in Cairo and Amsterdam and currently organises and chairs the Heritage, Tourism and Hospitality, International Conference 2014 in Istanbul.

Karin recently founded the Tourism StoryLAB® which is, dedicated to the exchange and development of knowledge about storytelling/narratology as a branding, marketing, organisational management and innovation strategy and tool.

Key areas of expertise

Planning and implementation of e-business; e-marketing; website and e-business evaluation; e-business training.

Karin Elgin-Nijhuis