Executive Master
Business and Marketing
Master in Destination Management & Creative Tourism Experience
Turn travel into a valuable experience
Duration
8 weekends live webinar
1 week end in presence
1 inspirational field trip
final project work
Skill level
Registration Fee
vat excl.
New edition with updated program
New data 10 October 2025
Turn travel into a valuable experience: become a travel experience designer. Be part of this new way of travelling!
Designing a great travel experience means knowing the basics of Destination Management: that is, the coordinated management of all the elements that make up a destination (dialogue between public and private stakeholders, attractions, accessibility, image and prices). With us, you will learn how to adopt a strategic approach to achieve optimal destination management.
The tourism revolution is now. We are talking about a fast-paced, challenging sector full of opportunities: however, in this world it may be difficult to get your bearings and stand out from your competitors. This is why it is essential to be able to creatively apply digital marketing techniques and strategies to tourism and hospitality businesses. Professionals in the sector also need to update their know-how.
The question now is no longer “where to go”, but “what to do”: once they reach their destination, tourists want to know what kind of experiences they can enjoy and the value these experiences will bring to their lives. This new trend in tourism 3.0 has a name: Experiential Tourism. Tourists want to engage in stimulating, original activities, they want to choose them according to their interests and passions, and they want to go back home with an emotional baggage full of emotions and stories to tell.
The key to success is good management of these expectations within the framework of a top-scoring tourism digital marketing strategy.
Who is a Destination Manager?
The professional who “creates” and “designs” a memorable travel experience is the Destination Manager.
The Destination Manager manages and coordinates all the elements that make up a destination (public/private dialogue, attractions, accessibility, image and prices).
It’s a growing profession!
Is it the right profession for you?
If you have imagination, if you like travelling and content creation, this is the right path for you.
We will teach you to adopt a strategic approach to achieve optimal management of the tourist destination.
Discover the job of the future:
anticipate the demand competitively and become a destination manager.
Gain the skills to design the best possible travel experience for your business and your customers.
Learn through an international programme based on world-leading research
Target Audience
Who is this master designed for?
The Master’s course is aimed both at tourism professionals who want to grow by developing innovative skills and at digital marketing experts who are interested in a rapidly expanding sector, as well as people who want to acquire solid skills to enter the tourism sector with an edge.
The master is in an open format: there are no entry requirements or qualifications and it is compatible with any other academic or work activity.
It is open to anyone who wants to be innovative and oriented towards new knowledge to create significative projects to promote growth in the tourism sector.
- High-school graduates, university students, undergraduates and graduates who want to work in the tourism sector
- Professionals and managers in the hospitality sector who wish to promote their accommodation facilities in an integrated manner
- Hotel, agritourism and B&B owners wishing to improve their visibility
- Professionals and marketing consultants who wish to work in the tourism sector
- Managers of organisations and associations
- Local autorities in the area
- Local authorities, municipalities and provinces wishing to promote their local area and participate effectively in calls for tenders and competitions
- Travel agencies
- Experts interested in integrating new knowledge
What will you learn?
The programme is designed to progressively help you build a successful travel experience for you and your customers and to provide you with specific and innovative skills in destination management.
More specifically, you will learn:
Learning
Programme
Opening weekend: introduction to destination management
Objective: Understand the meaning and purpose of destination management; analyze the tourism dynamics of a territory and explore real-life case studies.
- What destination management is and how it works
- Strategic goals of a DMO (Destination Management Organization) and organizational models
- The role of the destination manager: skills, responsibilities, and tools
- The difference between destination management and destination marketing
🌳 The Puglia Case Study: a treasure trove of food & wine and nature-based tourism
💎 Focus 1 – Luxury Tourism for dream destinations
Territorial and tourism context analysis
Objective: Learn how to conduct a thorough analysis of tourism supply and demand. Assess the attractions and competitive potential of a destination.
- Analysis of the territorial tourism situation: methods and tools
- Evaluation of existing and potential attractions
- Competitor analysis and benchmarking
- Identification of actual and potential tourism targets
- SWOT analysis applied to tourist destinations
🔎 Meeting with “La clinica dei paesi” in Stigliano
The role of the destination manager in the community
Objective: Understand the importance of the relationship between the destination manager and the local community; assess the impact of destination management on communities.
- The destination manager as a territorial facilitator
- Public and private stakeholders: how to build strategic relationships
- Destination management and sustainable community development
- How tourism can generate shared value and local well-being
- Community involvement in decision-making processes
📜 Focus 2 – History and cultural heritage as drivers of tourism
From offer design to experiential tourism
Objective: Understand how to design an experiential tourism offer. Turn a tourism product into an authentic travel experience.
- What experiential tourism is and why it works
- From resource to experiential tourism product
- Offer segmentation: types of experiences and target audiences
- Design and co-creation of the tourism experience
🔎 Case study analysis: from idea to final tourism product
Marketing and communication of experiential tourism
Objective: Learn how to promote and communicate an experiential tourism offer. Use storytelling and digital tools for territorial marketing.
- Experience marketing: techniques and strategies
- Digital channels and social media for tourism
- Storytelling and tourism narrative: telling the travel experience
- Visual content and video marketing for destinations
- Editorial plans and integrated communication
🏀 Focus 3 – When sport creates tourism: stadium tours and the fan’s travel experience
Sustainable experiential tourism
Objective: Design sustainable and innovative tourism offers; enhance existing resources to create sustainable attractions.
- Environmental, social, and economic sustainability in experiential tourism
- Business models for long-lasting, low-impact tourism experiences
- Enhancing tangible and intangible territorial resources
- Cultural and natural heritage: respect in sustainable tourism
- Regulations, certifications, and guidelines
🍷 Focus 4 – Discovering a territory through its cuisine with food and wine tourism. Tuscany: a case study
Strategy, governance and coordination of the tourism offer
Objective: Develop integrated and shared strategies for tourism promotion. Effectively coordinate local stakeholders involved in the tourism system.
- Defining the destination tourism strategy
- Consultation tables and multi-level governance
- Coordination among institutions, agencies, operators, and citizens
- Conflict management and mediation of local interests
- European projects for experiential and sustainable tourism
🏛️ Focus 5 – Destination management for public administrations
Selling the destination: channels, markets and experiences
Objective: Learn how to effectively sell a tourist destination. Understand tools and channels for marketing experiences.
- How to build a competitive offer for the market
- Sales channels for tourism experiences
- Pricing and revenue for tourism experiences
- Customer journey of the experiential tourist
- Measuring tourism performance: KPIs and indicators
Inspirational field trip – in-person weekend
The Inspirational Field Trip will be an opportunity to discover a renowned tourist destination and study key success stories, analyze best practices, and meet the professionals who make experiences unique in the area.
During the weekend, students will also start a group project work.
- The “Riviera Romagnola case”: successes of seaside tourism
- 🧒 Tourism for all: the excellence of family hotels
- 🚴 Bike hotels and hiking tourism: beyond the beach, there’s more
Final live webinar
Analysis and feedback on group project works.
During the final live webinar, students will receive valuable advice from the Master’s instructors, starting with an analysis of the group project works.
Teaching method
- Lectures to develop specific skills in Destination Management and Travel Experience Design
- Classroom and field workshops (Field Lab) and exercises for in-depth practical focus on the contents
- Discussions with leading professionals on the international scene
- Constant monitoring of the course of study
Inspirational Field Trip: an inspirational weekend where you will be able to put the main topics of the course into practice in a enchanting location. It will be a crucial moment for debate.
It will also be an opportunity to immediately start working, creating and designing a travel experience in a place that has much to teach and that has become, over time, a winning model worldwide.
Job Oriented Master
Career opportunities
This Master will teach you how to apply the best digital marketing notions to the tourism sector in order to create a more immersive, customized and exciting experience.
The main career opportunities are:
Destination manager
Travel experience designer
Tourism and hospitality professionals
Project manager working in the hospitality and tourism sector
Ottieni le competenze per progettare la miglior travel experience possibile per la tua realtà e per i tuoi clienti.
iscriviti OraIt’s a BLENDED training!
Live webinar ONLINE + in presence. The course lasts 4 months (80 hours).
1 weekend
2025 Edition, Location TBD.
8 weekend
Live webinar:
Fridays from 6 pm to 8pm
Saturday from 9 am to 12
1 inspirational field trip
2025 Edition: location tbc (travel costs must be paid by the participants)
1 week end live webinar
For closing the course and get a feedback on the final project work.
The week end will be 60 days after the end of the lessons.
On Friday from 6 pm to 8pm
On Saturday from 9 am to 12
Skill
What kind of skills will you acquire?
Practical, immediately applicable training delivered by internationally renowned experts.
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More info
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Course details
only 21 participants
Special deal
Learn from the best
Europa BS Inspiring Faculty
Alessandro Frangioni
Firenze | Topic: Facebook ADS
Andrea Boscaro
Milano | Topic: Digital Strategy
Dino Amenduni
Bari | Topic: Political communication
Valentina Vandill
Milano | Topic: Linkedin
Vito Cellamaro
Amsterdam | Topic: Europe Project Forum Foundation top expert
Arianna Ioli
Rimini | Topic: Communication & Storytelling
Luca Bove
Reggio Emilia | Topic: SEO
Gianmarco Terracciano
Birminghan
Ilaria Perrotta
Roma | Topic: Copy writing
Maurizia Cacciatori
Bergamo | Topic: Team Building
Miriam Torrente
Barcellona | Topic: Crisis Management
Riccardo Scandellari
Ferrara | Topic: Digital Strategy
Margherita Restelli
Torino | Topic: Brandend Content Creation
FAQ
Questions from our students
If I can't attend live, can I watch the recorded lessons?
Will I receive the final certificate even if I follow the course on demand?
On which days and at what time are the live webinars held? Can I join late?
Are there any in-person lessons to attend?
How are the live webinar lessons conducted?
How do the on-demand lessons work?
Is there a final exam? Is it included in the course fee?
What does a Destination Manager do?
How much does a Destination Manager earn?
What to do after a Destination Management course?
How do you become a Destination Manager?
Reviews
Student testimonials
I had the opportunity to attend the Master’s in Sport Digital Marketing after discovering the School at an event they organized in Riccione. It’s a valuable and, above all, engaging course where you get the chance to learn from prominent figures in the fields of marketing and sports. Thank you again for this opportunity!
I had an excellent experience! I attended the Master's in Sport Digital Marketing & Social Media. The instructors are highly skilled, and the materials are always accessible to students. I managed to complete the program despite my busy schedule! Highly recommended!
I attended the Master's in Sport Digital Marketing. Due to the pandemic, I took the course online, but the teachers and the school did everything possible to make us feel like we were in a real classroom. The instructors are highly qualified and always available to provide clarifications or additional materials. The online platform is incredibly convenient, allowing you to rewatch the lessons anytime!
Why choose Europa Business School?
Teaching Methodology
International Scope
Teachers
Our Teaching Method
Why Choose Us?
Europa Business School employs a skillful combination of lectures and innovative teaching focused on learning by doing and problem-based learning, supported by a digital environment - the Thinkific learning platform and the private Facebook group - serving as a shared workspace and a repository of experiences and materials (from teachers, the School, and official EU sources) to draw upon during the educational activities.
In our courses we use the following methodologies:
- Classes for developing specialized skills in European project design and Business and Marketing
- Online workshops and exercises for practical content exploration
- Discussions with prominent professionals on the international scene and influential figures in the fields
- Constant monitoring of the study path, with verification moments and Q&A sessions to delve into more complex topics.
- Final project work
We Have an International Outlook
Why Choose Us?
We are an international business school with courses online and in the classroom in three languages - Italian, English and Spanish – all over Europe.
Our Alumni specialized in our Executive Masters work in prestigious public and private entities, as well as in the main European Institutions. Thanks to Europa BS training, they are now successful professionals and they are highly required on the job market. New ideas and international partnerships arise every day in our classrooms.They become projects financed by the European Commission and they last over time.
Our Inspiring Faculty
Why Choose Us?
Our teachers - professionals, researchers and entrepreneurs - are recognized everywhere as leaders in their respective fields.
Their skills in the field together with a deep passion for teaching fuel the idea of creating, together with Europa BS, a 'new projects generation'.
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