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semesters (120 ECTS)
Master of Arts in Business
University places
per year

Study Program

We offer an innovative study program that enhances your personal and professional abilities to reflect critically on the systems of international urban tourism and develop creative solutions for its future.


  • First-of-its-kind study program focusing on the visitor economy and urban destination management
  • International program offered in English
  • Case-studies
  • Expert talks
  • Field trips
  • Practical projects
  • Choice of electives or traineeship or a consultancy project in the 3rd semester
  • Job-friendly study schedule with blocked courses and approximately 50 % online activities
  • Individual knowledge transfer in all semesters


Teaching is scheduled in this time frame

  • Thursdays and Fridays: 08:30 – 18:30, Saturdays; 08:30 – 16:30
  • 50 % guided e-learning , 50 % on campus
  • On-campus teaching blocks

Language of instruction


Study-abroad semester

Possible in the 3rd semester

Start of the study program

Fall semester (early September)

Place of study

wko campus wien, Währinger Gürtel 97, 1180 Vienna
(U6 station Währinger Straße/Volksoper)


Information events

You can find all information events here.

Have a look at the presentation of the information events.


Tuition fees

€ 363.36 per semester (excl. Austrian students’ union fee)

For those applying from non-EU and non-EEA countries tuition fees are € 1000 per semester.

More information

Brush-Up Courses

fit4fh Brush-Up courses for Master students

Focus & Qualifications


  • Sustainable approach towards the development of urban tourism destinations
    • systemic visitor economy management
    • urban planning
    • urban mobility concepts
  • Innovative developments and potentials in a smart tourism environment
    • ICTs and data-thinking for tourism destinations
    • tourism intelligence systems
    • smart city standards in destinations
  • Leadership skills to facilitate change in tourism
    • creativity and facilitation techniques for planning and implementing tourism projects
    • change management and transformation
    • strategic sustainability and ethics in change processes

Target group

This study program is particularly suitable for you if you:

  • have gained some professional experience in the tourism industry, or
  • have previous interdisciplinary knowledge related to city tourism (architecture, urban planning, etc.), and
  • want to advance your knowledge of the development and management of urban tourism destinations.

Practical relevance

  • Case-study teaching & project-based learning
    You will work on business field projects and case studies related to urban tourism, which will help you improve your creativity, data-thinking and leadership skills. In the 4th semester you will implement a collaborative project on tourism futures with other international student groups.
  • Field trips & expert talks
    The study program includes local field trips in order to evaluate the urban tourism realities and rethink solutions for its challenges. Discussions with experts during the field trips as well as in the classroom will enhance practical insights.
  • Practical knowledge transfer
    Students of this part-time study program are given the opportunity to immediately apply their skills and knowledge to their own work reality. Furthermore, in the 3rd semester they can choose either a management traineeship, e.g. in a destination management organization or a consultancy project to further put their abilities into practice.

Student Voices

Practical relevance

Projects, international study trips, expert discussions and company visits – the Master’s program in Urban Tourism & Visitor Economy Management focuses on practical experiences.


You can find a detailed overview of the modules in the Master’s program in Urban Tourism & Visitor Economy Management in the information brochure.

1st semester

  • Visitor Economy Management & Urban Destinations
  • Urban Destination Competitiveness in the Digital Age
  • Data Thinking for Tourism Destinations
  • Systemic Change & Project Consultancy
  • Knowledge Transfer

2nd semester

  • Urban Tourism Planning
  • Smart Cities for Sustainable Futures
  • Data Analysis for Decision Making & Visualizing Data
  • Leadership for Sustainable Change
  • Knowledge Application

3rd semester

  • Advanced Tourism Perspectives & Practice – Three options:
Option 1:

Two Elective Courses (6 ECTS each)*

Option 2:

Management Traineeship e.g. in a DMO or Consultancy Firm (300 hours)

Option 3:

Participation in a real Consultancy Project related to Urban Tourism

  • Creativity for Change & Innovation
  • Strategy & Microeconomics of Competitiveness
  • Knowledge Creation
This semester can optionally be spent abroad.

4th semester

  • Tourism Futures
  • Master’s Thesis
  • Master’s Examination: The Master’s Examination gives you the opportunity to present your Master’s thesis in front of a panel consisting both of academics and of experts in the industry. Furthermore, you will discuss current urban tourism topics based on the scientific knowledge you gained during your studies.
Download information brochure incl. curriculum

On-Campus Teaching Blocks

Each module comprises guided e-learning phases and a presence block (Thursday to Saturday). In addition, there will be one full week on campus every semester. Your presence on campus is planned for the following dates:

Winter term 2023/24
1st semester 3rd semester
  • 13.09. – 16.09.2023
  • 28.09. – 30.09.2023
  • 12.10. – 14.10.2023
  • 09.11. – 11.11.2023
  • 30.11. – 02.12.2023
  • 08.01. – 13.01.2024
  • 21.09. – 23.09.2023
  • 03.10. – 06.10.2023*
  • 12.10. – 14.10.2023
  • 02.11. – 04.11.2023*
  • 01.12. – 02.12.2023
  • 08.01. – 13.01.2024

*The relevant dates depend on the choice of optional modules.

Summer term 2024
2nd semester 4th semester
  • 22.02. – 24.02.2024
  • 21.03. – 23.03.2024
  • 25.04. – 27.04.2024
  • 23.05. – 25.05.2024
  • 10.06. – 15.06.2024
  • 11.03. – 16.03.2024
Winter term 2024/25
1st semester 3rd semester
  • 11.09. – 14.09.2024
  • 03.10. – 05.10.2024
  • 17.10. – 19.10.2024
  • 07.11. – 09.11.2024
  • 28.11. – 30.11.2024
  • 09.12. – 14.12.2024
  • 19.09. – 21.09.2024
  • 03.10. – 05.10.2024*
  • 10.10. – 12.10.2024
  • 23.10. – 25.10.2024*
  • 14.11. – 16.11.2024*
  • 05.12. – 07.12.2024
  • 07.01. – 11.01.2025

*The relevant dates depend on the choice of optional modules.

Summer term 2025
2nd semester 4th semester
  • 27.02. – 01.03.2025
  • 27.03. – 29.03.2025
  • 24.04. – 26.04.2025
  • 22.05. – 24.05.2025
  • 10.06. – 14.06.2025
  • 17.03. – 22.03.2025

Please note that the dates are subject to change. The official timetable applies.

Quotes from industry leaders

Jobs & Career

Our aim is ...

  • to educate and coach future change-makers in city tourism.

As a graduate you are able to

  • understand the complexity of urban tourism destinations and their stakeholder interactions
  • transfer visitor economy & digitalization knowledge to practical cases
  • reflect on critical developments and make data-based & solution-orientated decisions for the future of urban tourism

Your possible career areas are ...

  • Destination management and marketing organizations
    • Strategic positioning
    • Partner and stakeholder management
    • Product and brand development
    • Data management and research
  • Consultants and project managers for
    • Destination Development
    • Tourism Intelligence
    • Service Design
    • Change Processes
  • Urban planning and city authorities

Studying in Vienna

Over the past years, Vienna has taken a leadership role in green, smart and innovative urban development.

In 2022, Vienna was again named the ‚most livable city in the world‘.  The city‘s cultural and culinary heritage and rich offer of leisure time facilities make Vienna a hotspot for students as much as for tourists.

Moreover, Vienna’s great location in the heart of Europe makes it the perfect home base for excursions to neighboring cities such as Bratislava, Budapest or Prague.

That’s why our university has been successfully offering programs for tourism studies for over 25 years.

Frequently Asked Questions (FAQs)

Here you will find the most frequently asked questions & answers regarding our Master’s program Urban Tourism & Visitor Economy Management.

How much time do I have to spend on average per week at the university?

Lectures only take place during the time specified on the website. Blocked courses and a sensible use of online teaching units mean about 10 face-to-face blocks per semester. Attendance phases are reduced in the course of the program.

How many working hours per week can be done while studying part-time?

In our experience, most students work 20-30 hours per week while studying part-time.

Is the program very academic?

Our aim is to focus on knowledge application. Destination managers have to be able to analyze complex relationships and work out solutions systematically. The methods taught during the program will help you to further develop these key competencies.

Can I also complete the program if I have not previously studied tourism?

Yes. We see tourism as a cross-sectional discipline, and a sustainable tourism development & visitor economy management benefits from different perspectives.

Can I have modules credited to me if I have completed a Bachelor's degree in tourism?

Crediting achievements from a previous Bachelor’s degrees is legally not possible.

Can I apply for the program despite a lack of previous business knowledge?

Yes. We regard tourism as a cross-sectional discipline, whereby economic, ecological and social activities are in the center of our considerations. Therefore, a basic understanding of business administration is required.

Where can I do my semester abroad?

Our Center for International Education and Mobility (CIEM) coordinates all international cooperation. Currently we have agreements with partner universities in Finland, Spain and Portugal. However, you can also apply for a semester abroad as a free mover at any other recognized university.

Are there any other costs besides the tuition fees?

In addition to the tuition fees, there are costs for study trips, literature and other study resources of approximately €1000.


Do you want to play an active role in designing future urban tourism? Inform yourself about the requirements and the admissions procedure at FHWien der WKW.

Admission requirements Master's Programs
Admissions procedure Master's Programs

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