COURSE CURRICULUM

The International Tourism and Hospitality Management course offers a progressive and immersive educational experience spanning three years, beginning with foundational knowledge and culminating in applied industry practice or in-depth academic research. In Year One, students start with an Introduction to Tourism and Hospitality, exploring theoretical and historical contexts alongside the interconnections between tourism, hospitality, and other creative sectors. The Journeys and Places module broadens this scope, introducing interdisciplinary perspectives on mobility, place, identity, and sustainability, encouraging critical thinking through engaging lectures and tourism-specific workshops. The focus then shifts to core industry functions in Strategic Management, where students learn to interpret financial data and annual reports and apply strategic tools to sector-specific case studies. Finally, Marketing for Tourism and Hospitality equips students with practical tools, from branding to digital marketing, all underpinned by case studies and ethical considerations, including sustainability and user-generated content. Year Two builds on this foundation with a practical lens, starting with Programming and Planning Festivals, where students collaboratively develop a strategic business plan for a real-life festival. Tourism, Society and Culture encourages critical engagement with tourism’s intersections with art, media, heritage, and identity. A key highlight is the International Tourism and Hospitality Research Visit, offering primary research experience in a European city like Amsterdam, culminating in a professional industry presentation. To prepare for the final year, Research Methods supports students in developing proposals for either a dissertation or industry placement. Year Three deepens niche knowledge through the study of diverse Tourism and Hospitality Products, including eco, cultural, and dark tourism, examining motivations, ethics, and sustainability. In Enterprise, students propose sustainable business plans aligned with market gaps and social issues. Destination Management and Marketing links strategic planning with branding and visual communication through real campaigns. Finally, students choose between a Placement, offering valuable industry experience and professional networking, or a Dissertation, providing the opportunity for deep academic inquiry into a chosen tourism or hospitality topic.