Urban Tourism and Mobility

Course content

Course content

In a world where over 70% of the population will be living in urban areas, we need fresh insights from professionals who can blend high-quality tourism and leisure services with deep knowledge of visitor flows, city planning, and regenerative placemaking. 
 
This 12-month programme has been developed by BUas together with Hogeschool Inholland and consists of three phases:   

Phase 1 - Theory

During the first five months on the BUas campus, you will explore current theories, trends, and case studies related to tourism destinations, while developing your professional skills. During this phase, the theoretical component is delivered jointly to students in Tourism Destination Management and the specialisations of Tourism and Hospitality Innovations and Urban Tourism and Mobility.

This will enable you to effectively analyse the current situation and available potential for development strategies at different tourism destinations. You will also study destination theories, models, developments, engage in practical case studies, and work on individual and group assignments. You will study in an international environment.

We cover a range of topics, including urban tourism, urban mobility, stakeholders, research methods, liveability, marketing, and creative leadership. In the first phase, we focus on the following courses:  

• Contemporary Marketing, Context and Trends (6 ECTS credits)
• Urban Destination Stakeholders and Policy (6 ECTS credits)
• Destination Development, Finance and Organisation (6 ECTS credits)
• Context Related Research (4 ECTS credits)
• Cross Cultural Studies (3 ECTS credits)
• Research Process & Methods (3 ECTS credits)
• Team Performance and Creative Leadership (2 ECTS credits)
   

Below you will find an explanation of some of these courses:

In Destination Development, Finance and Organisation, you will learn about the economic impact of tourism, how tourism-related projects and events are financed, and how project management works.

In Team Performance and Creative Leadership, you will learn about how best to communicate across cultures. You will learn to apply the right skills, tools and competencies as a team to start a new project, understand group dynamics, and act accordingly.

In Urban Destination Stakeholders and Policy, you will learn about various concepts of stakeholder modelling, mapping stakeholder relationships and interests. You will also explore stakeholder dilemmas and their connections to current developments in tourism. Additionally, you will create a tourism vision and a master plan. 

Phase 2 - Field research

In phase 2, you will conduct a three-month field research project starting in the Urban Leisure & Tourism Lab in Amsterdam. You will work in small groups and apply the theory from the first semester to the real urban complexities. 

You will analyse tourism and mobility issues for three geographical areas, from different stakeholder perspectives. The field research on urban tourism and mobility issues will allow you to deepen your research skills and knowledge. Additionally, you will have the opportunity to conduct similar team-based research in two other European cities, for one month each.    

Phase 3 - Thesis

Your thesis demonstrates your research skills and insight into Tourism Destination Management, both professionally and academically. It is an individual assignment, supervised by one of our lecturers.

Which topic will you choose? 
Writing a thesis takes time and energy, so it helps if you are motivated and interested in your topic. Getting new ideas while writing? Lecturers are always available to discuss them with you. In phase 1 of the master's programme, you will already come up with a topic and start your research proposal. Your thesis must have an international tourism topic and be written in English, unless another language is more appropriate. 

Cooperation with an external client   
You can write your thesis for an external client, such as an industry partner of BUas, or for an international tourism organisation of your choice. This gives your research a practical, professional dimension. You can also tailor your research to one of the research themes and professorships within BUas. Many students choose to conduct independent research and travel to a tourist destination to explore and further develop their topic.

Where will you work on your thesis? 
During this final phase of your master's programme, you can work on your research and thesis anywhere in the world. The oral final exam will take place in the Netherlands. The majority of students graduate at the end of August, making this a full-time 12-month programme.

To video presentation

Urban Leisure & Tourism Lab Amsterdam

During the programme we work together with The Urban Leisure & Tourism Lab (ULT Lab) in Amsterdam. In this lab, you will conduct field research to explore policies and interventions in urban tourism and leisure as well as mobility challenges. The ULT Lab allows you to research, design, and connect to residents as well as tourism actors. Leisure and tourism can provide strategies for change and aim to create revitalising and sustainable cities.    

Teaching method

We offer you a small-scale, international study environment. The number of students in the Tourism Destination Management community varies each year between 30 and 50, with approximately 50% being international students. You begin in one class that includes all students.  

During phase 1, the class will be divided as needed for workshops, consultation sessions and group work.   

During phase 2, you will work in groups under the guidance of supervisors – partly on site and partly through online support. At the end of each destination, you will submit a report and deliver a group presentation.     

In phase 3, you will work independently, receiving online guidance and feedback from your supervisor, if needed. Your final product consists of a thesis and an oral defence of this thesis.

During this programme, you will have no examinations. You will earn study credits by submitting portfolios, reports and giving presentations. Some courses may involve company visits or on-site assignments.    

Study load and coaching

Urban Tourism and Mobility is a one-year, full-time programme of an average 40 hours per week. The total study load is 60 ECTS credits. To give you an idea: 1 ECTS credit equals about 28 hours of study per week. Please note that this programme lasts 12 months. We start in the last week of August and the majority of students graduate in the last week of August of the following year.   

You will have daily contact with a specialist team of lecturers, guest lecturers, academics and professionals from the tourism sector. The operations manager is also available to help you with day-to-day matters. 

A typical week

Each week is arranged differently. The number of scheduled class days varies from week to week. Below is an example of an average week.  

Monday  

• 09.30-10.30: Introduction lecture on CCS (Cross Cultural Studies) 
• 11.00-12.00: Guest lecture on CRR (Context Related Research) 
• 12.00-12.30: Lunch 
• 12.30-14.30: Working on group assignments with classmates *  
• 14.30-16.00: Workshop on Urban Mobility Policies  

Tuesday  

• 14.00-15.00: Lecture on CRR (Context Related Research) 
• 15.00-17.00: Consultation session on Urban Mobility Policy 

Wednesday  

• 9.30-11.30: Workshop on CCS (Cross Cultural Studies)  
• 11.30-13.30: Seminar on Urban Moblity Policy
• 13.30-14.00: Lunch 
• 14.00-15.00: Lecture on CCR (Context Related Research) 
• 17.00-19.00: Monthly master’s drinks on campus together with students from other BUas master’s programmes   

Thursday   

• 9.30-12.00: Presentations on Urban Mobility Policy
• 12.00-13.00: Lunch and free time 
• 13.30-15.30: Guest lecture (Context Related Research) 
• 15.30-17.00: Working on group assignments with classmates *    

Vrijdag  
Working on assignments from home   

*These times are scheduled by the students themselves; you are free to decide with your group when to work on your assignment.   

Student well-being 
BUas encourages and helps you to make the most of yourself, whatever your circumstances. Maybe you have a chronic illness, are a family carer, a competitive athlete, or juggle your studies with running your own business? Our study coaches, student counsellors and student psychologists are here to help. Do you need extra support or advice? Or special facilities? Then take a look at the options here.

Guest lectures & fieldwork

This master’s specialisation programme has been developed by Breda University of Applied Sciences (BUas) together with Hogeschool Inholland. 

You will regularly receive guest lectures from industry professionals. Some examples from previous years are: 

• Dr Andrew Mzembe about sustainable innovation management in tourism  
• George Arbuckle about aviation and sustainability   
• Prof. Claudio Milano about urban tourism and (im)possibilities in times of crisis  
  

Fieldwork 
In the second semester, we will visit three cities in Europe, each with a different focus in collaboration with one of our professorships. The duration of the fieldwork is one month for each city. Examples of field research topics include urban placemaking, overtourism, quality of life and interurban mobility issues. 

Specialisations

When you apply for this master's programme, you will choose – before you start your studies – whether you want to attend the core programme or one of the two specialisations.

The Master in Tourism Destination Management is the core programme. The first part of the programme consists of a shared five-month introductory study phase in Breda, during which students from all tracks follow a common curriculum. In some courses, the focus shifts to different aspects during company visits or assignments, depending on your specialisation. After this initial phase, you will further specialise in your chosen field:

• Tourism and Hospitality Innovations: Here, you will focus on accommodation within sustainable outdoor hospitality management, preparing you for a future as an entrepreneur or manager in the outdoor hospitality industry.
• Tourism Destination Management: In this specialisation, you will learn how to research and shape the future of tourism destinations in a responsible, resilient, and sustainable way.
• Urban Tourism and Mobility: This specialisation focuses on urban tourism and city planning, the challenges of overtourism and visitor pressure, urban placemaking, and sustainable urban and interurban mobility choices.

Students who choose the Urban Tourism and Mobility specialisation graduate with a Master of Arts (MA) in Tourism Destination Management, with a specialisation in Urban Tourism and Mobility. If you have any questions about the specialisations, please contact [email protected].

Entrepreneurship

At BUas, you develop your entrepreneurial skills in all programmes. You can also join BUas Startup Support (BUSS), where you attend networking meetings and receive guidance from a startup coach. Whether you are already generating revenue or just have an initial idea, BUas Startup Support will help you. 

Read more about starting your own business.