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Vidzeme University of Applied Sciences

This industry-driven master programme strengthens the competences needed in strategic management of competitive tourism businesses.


This master's programme provides future-oriented know-how and tools necessary to develop tourism sectors, destinations, and enterprises and to cope with the structural and transformational changes facing the tourism industry.

The studies incorporate advanced theories related to profitable and productive businesses and competitive destinations. The students acquire advanced professional competencies to manage tourism business and destinations in practice, and gain strong local and international perspectives, especially focusing on the best practices of the Nordic-Baltic tourism business environment. Students learn to build the resilience of tourism organizations and destinations under the changing circumstances and different types of crises, as well as strengthen a wide spectrum of digital competencies starting from effective business data analysis and forecasts to product development and marketing. The emphasis is also on personal development and leadership abilities significant for building careers in tourism.


Why should you choose a master's in tourism competitiveness management?

  • The programme has been developed in collaboration with tourism professionals and experts from Finland and Latvia and is based on the analysis of tourism labour market needs.

  • Studying is strongly connected with working life and the programme is widely based on utilising business case study method which helps to integrate theoretical knowledge with the development of practical skills

  • The best practices and know-how applied in the Nordic-Baltic tourism business environment is integrated with the study programme and reflected by tourism professionals in different countries.

Tourism is a highly vulnerable industry and the recent pandemic crisis has left profound and long-term structural and transformational changes to tourism. However, the tourism industry should convert the crisis to innovation. Recovery and adapting to a new business landscape will require rebuilding tourism competitiveness. The managers in tourism and industry-related organizations need competencies in strategic leadership, crisis and risk management, marketing and selling their products to be able to re-increase their size, market share and profit. Tourism destinations should be capable of managing and organising their resources in an efficient way to re-gain their market position. Vidzeme University of Applied Sciences' study offer addresses this demand, offering education that prepares specialists with skills in:

  • Tourism strategic management & marketing

  • Tourism competitiveness & risk management

  • Business data management & digitalization

  • Tourism product design & sales


Vidzeme University of Applied Sciences

ViA offers high-quality and flexible study programmes that successfully balance theory and practice. These are adapted to the current needs of society and changes in the labour market. The quality of the studies is ensured by experienced and professional teaching staff, advanced study methods, as well as by students who know what they want to achieve and how to succeed.



1.5 - 2 years


Valmiera, Latvia




Strategic Management
Competitive Tourism Businesses
Industry Driven
Tourism Development
Local and International Perspectives


Tourism Strategic Management
Tourism Competitiveness
Risk Management
Business Data Management
Tourism Product Design & Sales

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