Course Details

Course Code(s):
Course Start Date:
1 Year Full-Time
NFQ Level 9 Major Award
Faculty: Kemmy Business School
Course Type: Taught, Professional/Flexible
Fees: For Information on Fees, see section below.


Name: Mary Wallace
Address: Department of Economics (with the National Centre for Tourism Policy Studies) Email: Telephone: +353 61 202693 Fax: 353 61 338171
Name: Declan Mills
Address: Programme co-ordinator, Kemmy Business School Email:

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Brief Description

This postgraduate programme is designed to provide its students with an in-depth knowledge of the international tourism industry, its practices, its impacts and an understanding of the key issues affecting its continued development. The programme presents insights into areas of tourism planning and marketing, policy-making, enterprise management, new venture development and business consultancy.

The tourism curriculum embeds a local and global perspective. From the outset, students are guided by sustainability considerations as key to tourism development and research practice.

Against a backdrop of economic, social and geo-political change, tourism will increasingly require personnel that have an in-depth understanding of international trends in the tourism industry, and who are equipped with the analytical and personal skills to effect change.

MA students are introduced to tourism and the nature of this international industry. Over the course of the programme, students apply business principles to tourism from the disciplines of economics, management and marketing. These students are provided with the requisite knowledge to examine tourism performance and assess major factors confronting the industry, both nationally and internationally. Integral to the programme are important skills in communication, business planning and good decision-making.

Programme Aims:

  • To prepare graduates from a variety of academic backgrounds for rewarding careers in tourism and related sectors;
  • To enable students to gain an appreciation of the principal issues and trends affecting the international tourism sector, and
  • To build the competence and expertise of participants in business functions and techniques relevant to the changing tourism industry

Students learn about tourism businesses and global tourism trends, modern tourism marketing and management in business, economics for analysing tourism, entrepreneurship and business consulting, relevant policy and planning issues, along with important research skills. The nature of the programme’s modules is geared to reflect the rapidly changing international tourism marketplace and the need for tourism planners to apply important business skills. As part of the programme content, students develop an understanding of the wide-ranging impacts of tourism on economies and societies.

MA students are presented with opportunities to learn about the new tourism economy, one that aims to prioritise sustainability, innovation, new technologies, new business ventures, modern management skills and new forms of marketing. Alongside a new travel ‘mind-set’, climate considerations, technological advancements and structural changes in global labour markets, the important skills in critical and creative thinking are key in all areas of tourism marketing, management, product design and destination planning.

Interaction with tourism practitioners and international faculty is a key element of the MA programme’s delivery. Students have exciting opportunities to engage in practitioner-based research, to evaluate potential for new business opportunities, to participate in a business consultancy process, to explore entrepreneurial potential and to develop specialist knowledge for assessing particular needs of the industry’s sub-sectors.

Academic research skills are advanced through use of case studies, project work and a dedicated research practice module leading to the completion of a thesis on a chosen topic in tourism. Students are encouraged to contribute to the development of knowledge on the tourism sector and to challenge some popular views on how tourism should be developed. In addressing research problems, students are guided by principles of ethics and responsibility throughout the process. 

Interactive learning is a key dimension of the programme both through class participation, presentations and the execution of team projects within specific modules. Classroom interaction offers an opportunity to generate and articulate innovative tourism ideas, to collaborate and to share case examples. This capitalises on requirements for skills in communication and networking as part of the learning process.

MA students develop business knowledge and skills for application in both tourism and related sectors of an economy. Tourism requires a well-informed and creative workforce. Developing specialist knowledge and skills is key for those in the private sector (large and small/micro businesses) and also, for those who wish to develop and implement policy in the public sector. Over the course of the programme, students are equipped to build competence and confidence in their learning, as they pursue goals to be ambitious, proactive, discerning and efficient in their endeavours.

This MA programme is delivered in a business school, i.e., the Kemmy Business School (KBS) which forms part of an elite group of ‘triple accredited’ business schools. The KBS holds three coveted international business school accreditations, namely AACSB, EQUIS & AMBA. These accreditations place the KBS in the top 1% of international business schools.

As an internationally recognised qualification, the MA award serves as a ‘portable’ qualification for graduates. This MA has been ranked again by Eduniveral as number 25 in the Top 100 ‘Best Masters’ programmes worldwide, in the field of Tourism Management, (November 2022). Within the KBS, the MA is run jointly by the university’s Department of Economics and the National Centre for Tourism Policy Studies (NCTPS). The Department (in conjunction with the NCTPS) has built a strong reputation in tourism policy analysis and in related fields. The NCTPS has been closely involved in the design of the MA programme, and makes ongoing inputs to its delivery.

 Semester 1 Semester 2 Summer 
  • TM5111 Tourism Principles and Practice
  • EC5131 Economics of Tourism
  • MK5121 Tourism Services Marketing
  • MG5101 Management in Tourism Enterprises
  • MP6031 Establishing International Ventures
  • MP6052 International Business Consulting
  • MK5112 Strategic Marketing for Tourism
  • TM5102 International Tourism Trends
  • TM5112 Tourism Planning and Development
  • TM6002 Research Practices in Tourism
  • TM5100/TM5110 Thesis

 Content of modules can be found by using the search option on the book of modules

Good honours (minimum 2.2) primary degree (Level 8 - National Qualifications Authority of Ireland) from a variety of disciplines including Economics, Geography, Sociology, Business Studies, Hotel Management, Languages, History, Anthropology, Marketing and others.

  • If your qualifications have been obtained in a country where English is an official language this will suffice
  • If this is not available, the following additional documents must be provided:
    • English translation of your qualification(s)/transcripts
    • English language competency certificate

    For more information Click Here

  • A copy of your passport/birth certificate

EU - €10,054

Non- EU - €19,042

Further information on fees and payment of fees is available from the Student Fees Office website. All fee related queries should be directed to the Student Fees Office (Phone: +353 61 213 007 or email

Please click here for information on funding and scholarships.

The Masters in International Tourism prepares students for exciting career opportunities in the public and private sectors, in areas of product development, service marketing, facility management, third-level teaching, consultancy and research. 

Roles held by graduates include: Smart Tourism Programme Manage, Digital Campaigns Manager, Associate Market Manager, Teaching Fellow, Programme Manager (Cruise Travel), Commercial Development Manager, PhD studies.

MA Tourism Testimonial


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