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
- 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
Type of study program
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
- Maximum of 10 blocked courses per semester
Language of instruction
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 on Admission on MA Urban Tourism & Visitor Economy Management
- Deadlines & Dates
- Admission requirements
- Admissions procedure
€ 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.
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
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.
- 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 online project on tourism futures with other international student groups.
- Field trips & expert talks
The study program includes field trips to cities within Austria and neighbouring countries 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.
I chose this Master’s program as it perfectly complements my job at the Austrian National Tourist Office. I was attracted by its innovativeness and I see the potential of this study program enabling practical knowledge transfer towards a vision for the future of smart cities, addressing the needs of visitors, locals and urban economy alike.
Teresa Robinson, BA
Partner Management/Digital Distribution & Platforms
Austrian National Tourist Office
Projects, international study trips, expert discussions and company visits – the Master’s program in Urban Tourism & Visitor Economy Management focuses on practical experiences.
You work on field projects related to destination development and visitor economy management, like a city image analysis that we did in cooperation with Bratislava Tourist Board. Projects like that help you improve your problem-solving skills, teamwork skills and methodic skills.
The study program includes a variety of field trips. That helps you to get to know the infrastractures and players in different urban destinations, and you can prove your practical skills during field trips, as students are often responsible for organizing the study trips themselves.
In the course of the program, we invite experts from the field and undertake visits to different stakeholders of the urban tourism system. This allows you to gain important insights, make your own picture of best practice examples and build a network.
You can find a detailed overview of the modules in the Master’s program in Urban Tourism & Visitor Economy Management in the information brochure.
*Subject to change & approval by AQ Austria
- Visitor Economy Management & Urban Destinations
- Urban Destination Competitiveness in the Digital Age
- Data Thinking for Tourism Destinations
- Systemic Change & Project Consultancy
- Knowledge Transfer
- Urban Tourism Planning
- Smart Cities for Sustainable Futures
- Data Analysis for Decision Making & Visualizing Data
- Leadership for Sustainable Change
- Knowledge Application
- Advanced Tourism Perspectives & Practice – Three options:
Two Elective Courses (6 ECTS each)*
Management Traineeship e.g. in a DMO or Consultancy Firm (300 hours)
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.|
- 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.
Quotes from industry leaders
Data-based decision-making skills in tourism paired with creativity and innovation for a holistic visitor economy development - this study program offers a unique education for co-creating resilient urban tourism destinations.
The appeal of tourism in the urban space lies in its varied impact on local businesses and people. The potential economic effects of tourism on urban destinations are undisputed, yet a considerate management of a destination is pivotal for its sustainable success. Innovative destination management needs relationship managers who act as catalysts of change. As a leading European destination, Vienna is the perfect place to develop these skills.
A city has to be understood as a space where a variety of stakeholders interact. Therefore, urban tourism is a complex matter that needs professionals that are capable of seeing the big interdisciplinary picture.
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 2019, 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.
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.
In our experience, most students work 20-30 hours per week while studying part-time.
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.
Yes. We see tourism as a cross-sectional discipline, and a sustainable tourism development & visitor economy management benefits from different perspectives.
Crediting achievements from a previous Bachelor’s degrees is legally not possible.
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.
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.
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.
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