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Master´s Degree inInnovation and Tourism Marketing



ECTS Credits



4,000 €/Course




1 year

Why study Innovation and Tourism Marketing with us?

UCAM Experience

"I do recommend to study here because it is a new experience, it is not the traditional big university or big classrooms... it is more the personal touch".


Alfonso Moreno, student from Panama

Bola del Mundo


UCAM’s career services will be available to students, including:

  • SOIL – “Orientation and Work Placement Service” of UCAM
  • “Portal de Empleo” – the university’s employment portal
  • “Network of Recruiting Erasmus”, a service that promotes international students’ employment in top companies throughout Spain.

Logos Empresa


Career Opportunities

The theoretical knowledge and the practical training at the Master’s Degree in Innovation and Tourism Management enable students to access to labour market, both in private and public sector.

Our postgraduates meet the demands of a wide range of professional profiles. The knowledge and skills trained at the Master allow students to occupy leading positions in tourism companies and/or public institutions, as well as to draw up their own business plan as entrepreneurs.

Internship is optional, as our students may search their internships -in the country of their choice- with the assistance of the Master’s Coordinator. We always aim students to apply for an internship in recognized national or international businesses where there might be opportunities for future employment. 

At the end of the programme, graduates are qualified to become:

  • Tourism project or product developer.
  • Director of Marketing.
  • Digital Marketing Manager.
  • Online Communication Manager.
  • E-commerce Manager.
  • Social Media Manager.
  • Community Manager.
  • Web Project Manager.
  • Chief Innovation Officer.
  • Digital Transformation Director.
  • Innovation Manager.
  • New Technologies Manager.
  • (Smart) Destination Planner/Manager.
  • Public Administration Technical staff.
  • Marketing Consultant.
  • Innovation Consultant.
  • Public Relations / PR manager.

Student Profile

The Master’s in Innovation and Tourism Marketing is intended for people that are passionate about the culture of innovation, technology, and marketing applied in tourism organizations.

Students entering this program must be a graduate of a tourism related study or have a degree at the university level in a different academic field. This program is appropriate for students who want to acquire or expand their knowledge with regards to the setup and operations management aimed at innovation and marketing processes in the tourism sector.

Entry requirements

A B2 English level is required to be admitted in this Degree.

You can provide any language proficiency certificate from this list. Any other English certificate will be evaluated individually.

Other entry requirements are: 

  • Scanned biopage of your valid passport
  • Bachelor’s academic transcript and degree certificate
  • Statement of Purpose/Motivational Letter
  • Curriculum Vitae


According to the latest issue of UNWTO World Tourism Highlights, international tourist arrivals in 2018 reached 1.4 billion, representing an increase of 5% over the previous year. International tourism represents 7% of the world's exports in goods and services. Tourism has grown faster than world trade for the past five years.  Travel and tourism industry provides 10% of employment, generating 339 million jobs around the world, and is expected to grow over 4% per year in the next decade. Tourism involves other key sectors as catering, events, entertainment, wellness, sport, golf courses, among others, thus impacting majorly on labour supply. 

In conclusion, tourism has become one of the largest and fastest-growing economic sectors in the world and, therefore, its development is vital for global economy. This development increases the demand for qualified professionals who are adapted to the reality of new productive structures and the changes on business management. In this sense, Spain, one of the most competitive tourism destination, plays the role of world leader in tourism development and research which makes it the perfect choice for students interested in the tourism industry.

The Master’s Degree in Innovation and Tourism Marketing aims to offer students the necessary theory and training to achieve, at the highest level, their personal and professional development in the tourism industry. Therefore, the main purpose of this Master’s is to empower each participant with strong leadership skills in an international and multicultural context in order to acquire knowledge and competences about innovation, technology and marketing, and the ability to apply them in real situations.

The curriculum -both theoretical and practical- is designed to provide students with the essential knowledge and to ensure their professional career. The theoretical section covers a wide range of courses on innovation and technology, marketing processes, branding, business models and public management in the tourism sector. The practical section or internship comprises of 150 hours and is developed with the collaboration of well-established companies and organizations.


Spain is the world's leading destination for holiday tourism, and the second most visited country in the world with the most World Heritage cities, the third in terms of natural areas declared Biosphere Reserves, or the country with the most Blue Flag beaches in the entire Northern Hemisphere.

The Master's in Innovation and Tourism Marketing offered by UCAM, an Affiliated Member of the World Tourism Organization (UNWTO), is an essential step in the honing of professional skills and a giant leap in the modernization of tourism management, thereby improving the competitiveness of tourism companies and popular tourist destinations.




Degree accredited by: National Agency for Quality Assessment and Accreditation of Spain

Alumnos UCAM

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