Course 2025-2026 a.y.

The Tourism System and the Visitor Economy

• The structure and interrelations of the tourism system, including demand, supply, and key stakeholders.

• The visitor economy and its connections with culture, creativity, and local development.

• Main tools and perspectives for analysing tourism flows, products, and destinations.

Trends, Innovation and Sustainability

• Global trends and forces shaping tourism demand and industry dynamics.

• Emerging practices and innovations across tourism sectors.

• The role of digital transformation in influencing visitor behaviour and business adaptation.

• Sustainability, inclusivity, and regenerative approaches as drivers of the industry’s future.

Destination Development

• Fundamental concepts of destination development, governance, and management.

• The construction and communication of place identity.

• Principles and tools of responsible and transformative visitor management.

• Basics of experience design for tourism rooted in local identity.

• Undertand the main structures and functions of the tourism system and visitor economy.

• Explain how destinations develop and compete within changing global contexts.

• Interpret key trends, innovations, and sustainability challenges shaping tourism today.

• Demonstrate a basic managerial understanding of how tourism organisations and destinations operate, make decisions, and interact within the visitor economy.
• Apply theoretical frameworks and analytical tools to evaluate industry and destination cases.
• Develop experience-based proposals consistent with local identity and responsible tourism practices.
• Gain practical experience by engaging with professionals and working on real tourism projects.

• Lectures
• Guest speaker's talks (in class or in distance)
• Company visits
• Collaborative Works / Assignments

• The corse mixes lectures and interventions of guest speakers, both from the private and the public sector, who will deliver a direct experience on how they face innovation and new trends in tourism. With the same porpouse, company visits are organized through the course.
• Cases will be discussed to identify theoretical concepts and tools from real-life situations.
• A field project will involve groups of students in acting as consultants by crafting and presenting an innovation strategy (from idea generation to implementation) for a leading tourism company/destination.

Evaluation is based on three components that together assess students’ learning process, analytical ability, and active engagement throughout the course.

• Group field project (50%) – simulates a consulting assignment focused on developing an innovative concept for a tourism company or destination. It evaluates teamwork quality, depth of analysis, clarity of presentation and report, and peer evaluation.

• Individual written exam (40%) – includes short-answer and case-based questions covering key topics discussed in class. The exam assesses understanding, critical reasoning, and the ability to apply the frameworks and concepts introduced during the course.

• Active participation (10%) – attendance, punctuality, and contribution to class discussions and activities.

All components must be passed (grade ≥ 18).

Evaluation is based on a written exam (100%) that assesses both theoretical knowledge and the ability to apply concepts across a broader range of materials.

The exam consists of a mix of closed- and open-ended questions designed to test comprehensive understanding and analytical application.

• Closed-ended section: multiple-choice questions assessing knowledge of theories and understanding of key concepts, models, and frameworks.

• Open-ended section: short essays and/or case-based questions evaluating the ability to apply concepts to concrete tourism and destination scenarios.

The detailed reading list will be provided at the beginning of the course. Materials include lecture slides/materials and readings that complement class topics.

Non-attending students will prepare for the exam using the mandatory readings listed in the syllabus and the textbook Stephen J. Page, Tourism Management (7ª ed., Routledge, 2025).