Study Program
Our innovative study program equips you with the personal and professional skills to critically examine the dynamics of international urban tourism and develop creative, forward-thinking solutions to shape its future.
Highlights
- Unique study program focusing on urban tourism and visitor economy as part of complex systems
- Competence-based learning for real-world challenges and future career success
- English-taught program with an international student community
- Challenge-based learning from urban problems to tested solutions
- Learning beyond the classroom through
- field trips
- site visits
- real projects
- expert input
- Job-friendly study format combining on-campus blocks with online learning
- Studying in Vienna – one of the most livable cities in the world
Organization
Academic year & lecture times
- September until June
- Thursdays and Fridays: 8:30 am – 6:30 pm
Saturdays: 8:30 am–4:30 pm - Combination of on-campus and online learning
- Courses are generally organized in blocks
Language of instruction
English
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)
Application
Information sessions
Find our upcoming info sessions here.
Have a look at the info session presentation.
Have specific questions? Book a personal consultation with our Head of Study Program, Florian Aubke, for individual guidance and insights into the program.
Application
- Information on Admission on MA Urban Tourism & Visitor Economy Management
- Deadlines & Dates
- Admission requirements
- Admissions procedure
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.
Brush-up Courses
Focus & Qualifications
Competencies & Focus
This study program focuses on developing seven key competencies and one cross-cutting competence that prepare you for future professional challenges and career opportunities:
- Systems Thinking Competence
- Sensemaking & Evidence-Based Reasoning
- Ambiguity & Conflict Management
- Futures Thinking & Design Competence
- Strategic Decision-Making & Management
- Communication & Collaboration
- Ethics, Responsibility & Impact Assessment
- Artificial Intelligence (AI) as a Cross-Cutting Dimension
The competencies are addressed at different levels of complexity throughout the study program and progressively developed in greater depth. Competency development follows a three-stage progression:
- moving from the structured analysis of complex challenges
- to the evaluation and design of possible courses of action,
- and ultimately to independent decision-making, implementation, and critical reflection.
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 & design-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. The design-based Urban Labs in the 2nd and 4th semesters offer hands-on opportunities to explore real-world urban challenges, define problems, and turn innovative ideas into practical solutions with meaningful impact. - 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 a management traineeship, e.g. in a destination management organization.
Competencies
Student Voices
Practical Relevance
From hands-on projects and international study trips to expert discussions and company visits, the Master’s program in Urban Tourism & Visitor Economy Management puts practical learning at the heart of your studies.
Curriculum
Find a detailed overview of all modules in the Master’s program in Urban Tourism & Visitor Economy Management in the information brochure below.
1st semester
Exploring Urban Tourism Systems & Contexts
- Urban Tourism & Visitor Economy
- Urban Planning & Visitor Flow
- Data Thinking for Tourism Destinations
- Leadership for Sustainable Change
- Research Scoping & Academic Writing
2nd semester
Shaping Destinations & Urban Transformation
- Urban Challenge Lab
- Smart Cities for Sustainable Transformation
- Macroeconomic Perspectives on Urban Tourism
- Strategic Destination Development
- Research Design
3rd semester
Advancing Practice & Building Expertise
- Advanced Urban Tourism Perspectives & Practice – two options:
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- Risk & Resilience Management
- Sustainability & Ethics
- Master’s Thesis Proposal: Integration of a clearly defined research question, relevant theory, and appropriate research methods into a coherent and defensible research project.
| This semester can optionally be spent abroad. |
4th semester
Creating Urban Impact & Knowledge
- Urban Impact Lab
- Master’s Examination: The Master’s examination provides an opportunity to demonstrate your ability to synthesize and defend academic and professional knowledge. You will present and defend your Master’s thesis before a panel of academics and industry experts, while critically discussing current challenges and developments in urban tourism based on the scientific knowledge and practical insights gained throughout your studies.
- Master’s Thesis: You conduct article-based research including academic review and revision.
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:
| 1st semester | 3rd semester |
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*The relevant dates depend on the choice of optional modules. |
| 2nd semester | 4th semester |
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Please note that the dates are subject to change. The official timetable applies.
Quotes from industry leaders
What fascinates me about urban tourism is that there are rarely simple answers. What benefits visitors may challenge residents; what creates economic opportunities may put pressure on urban spaces and resources. The challenge is to understand these tensions and make informed, responsible choices. Shaping cities in which tourism creates value for visitors and residents is a shared responsibility – one to which our students can contribute new ideas and perspectives.
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.
Vienna’s Visitor Economy Strategy looks beyond tourism: our goal is to create value for visitors, businesses, and residents while strengthening the qualities that make Vienna unique. Achieving this requires creative thinking, evidence-based decisions, and collaboration across the visitor economy. This is why Vienna Tourist Board supports this program that connects academic expertise with the challenges and opportunities of an evolving visitor economy.
Jobs & Career
Urban tourism and the visitor economy intersect with many areas of city development. Graduates are prepared to work across organizational and sectoral boundaries to address complex challenges in destinations and cities.
Our aim is ...
- to educate and empower the next generation of changemakers in urban tourism.
As a graduate you are able to
- understand urban tourism and the visitor economy as part of complex urban systems.
- analyze challenges through data, research and multiple stakeholder perspectives.
- navigate governance structures and balance diverse stakeholder interests.
- develop responsible strategies and interventions for sustainable and resilient destinations.
- plan implementation and assess the impact of interventions.
Your possible career areas are ...
Destination and visitor economy organizations
- Destination strategy and development
- Stakeholder and partnership management
- Tourism intelligence and research
Consulting and project management
- Destination and urban development
- Sustainability and resilience
- Strategy and transformation
City and public-sector organizations
- Tourism and visitor economy policy
- Urban development and mobility
- Stakeholder and cross-sector coordination
Studying in Vienna
Frequently Asked Questions (FAQs)
Find answers to the most frequently asked questions about the Master’s program in Urban Tourism & Visitor Economy Management below.
Study Program
Urban tourism and the visitor economy intersect with many areas of city development. Graduates are prepared to work across organizational and sectoral boundaries to address complex challenges in destinations and cities.
Our aim is to educate and empower the next generation of changemakers in urban tourism.
As a graduate you are able to
- understand urban tourism and the visitor economy as part of complex urban systems.
- analyze challenges through data, research and multiple stakeholder perspectives.
- navigate governance structures and balance diverse stakeholder interests.
- develop responsible strategies and interventions for sustainable and resilient destinations.
- plan implementation and assess the impact of interventions.
The international Master’s program is entirely taught in English and our students take part in exciting practical projects, field trips, case studies and expert talks.
The Master’s program in Urban Tourism & Visitor Economy Management is entirely taught in English.
At FHWien der WKW you study real business. All study programs have a very high practical relevance. Two-thirds of the lecturers come directly from the business world and pass on their expertise to our students.
The Master’s program includes exciting practical projects, field trips, case studies and expert talks.
Our aim is to educate and empower the next generation of changemakers in urban tourism. 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 seven key competencies:
- Systems Thinking Competence
- Sensemaking & Evidence-Based Reasoning
- Ambiguity & Conflict Management
- Futures Thinking & Design Competence
- Strategic Decision-Making & Management
- Communication & Collaboration
- Ethics, Responsibility & Impact Assessment
- Artificial Intelligence (AI) as a Cross-Cutting Dimension
The Master’s program in Urban Tourism & Visitor Economy Management equips you with seven key competencies to tackle complex challenges and shape the future of urban tourism:
- Systems Thinking – Understand the complex relationships shaping urban destinations and the visitor economy.
- Sensemaking & Evidence-Based Reasoning – Analyze information critically and make well-informed decisions.
- Ambiguity & Conflict Management – Navigate uncertainty, competing interests, and conflicting priorities.
- Futures Thinking & Design – Develop innovative and sustainable solutions for tomorrow’s urban destinations.
- Strategic Decision-Making & Management – Plan, implement, and evaluate effective strategies and initiatives.
- Communication & Collaboration – Engage stakeholders and work effectively across disciplines and sectors.
- Ethics, Responsibility & Impact Assessment – Consider the social, environmental, economic, and ethical impacts of your decisions.
Artificial Intelligence (AI) is integrated across all seven competency areas, enabling you to use AI tools critically, effectively, and responsibly.
You will progressively strengthen your competencies throughout the study program, moving through three stages:
- Analyze – Explore and understand complex challenges in urban tourism.
- Evaluate & Design – Assess different approaches and develop innovative solutions.
- Decide, Implement & Reflect – Make independent decisions, put solutions into practice, and critically evaluate their impact.
This step-by-step approach prepares you to confidently address real-world challenges and actively shape the future of urban tourism.
The Master’s program in Urban Tourism & Visitor Economy Management is suitable for everybody who
- has already gained some professional experience in the tourism industry, or
- has previous interdisciplinary knowledge related to city tourism (architecture, urban planning, etc.), and
- wants to advance his/her knowledge of the development and management of urban tourism destinations.
Organization
The Master’s program in Urban Tourism & Visitor Economy Management lasts 4 semesters.
No, the Master’s program in Urban Tourism & Visitor Economy Management is a part-time study program. Lectures usually take place in the following time frame: Thursday and Friday from 08:30–18:30 and Saturday from 08:30–16:30. 50 % of the lectures are guided e-learning units and 50 % take place on campus. The on-campus teaching blocks will be published on our website in good time so that everyone can plan accordingly.
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.
You must plan approximately 40 hours per week (lectures & self-study) for the Master’s program in Urban Tourism & Visitor Economy Management.
The program offers a job-friendly study structure and is therefore designed to be easily combined with a job. 50 % of the lectures are guided e-learning units and 50 % take place on campus.
In our experience, most students work 20-30 hours per week while studying part-time.
No, proof of employment is not required. Due to the schedule, part-time study programs give working professionals the opportunity to efficiently combine their career and studies. However, employment is not mandatory.
International
No, a semester abroad is only mandatory for our full-time study programs. In the part-time Master’s program in Urban Tourism & Visitor Economy Management a semester abroad is optional. It is possible in the 3rd semester.
A semester abroad is an unforgettable experience and offers a unique opportunity to get to know foreign cultures, improve foreign language skills and make international friends. It is also a great asset on your resume.
FHWien der WKW collaborates with approximately 160 partner universities worldwide. An overview of our partner universities can be found here. Please note that not every partner institution is suitable for every study program. You can use the map to filter which partner universities are suitable for your study program.
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.
Career & Job
No, you do not have to do a professional internship in the Master’s program in Urban Tourism & Visitor Economy Management. In the 3rd semester students have the opportunity to either choose two urban tourism perspective courses or do a management traineeship.
You will receive a Master of Arts degree in Business.
The graduates of our Master’s program in Urban Tourism & Visitor Economy Management become change-makers in city tourism and work in fields like
Destination and visitor economy organizations
- Destination strategy and development
- Stakeholder and partnership management
- Tourism intelligence and research
Consulting and project management
- Destination and urban development
- Sustainability and resilience
- Strategy and transformation
City and public-sector organizations
- Tourism and visitor economy policy
- Urban development and mobility
- Stakeholder and cross-sector coordination
FHWien der WKW has its own job platform for students and graduates. In the Career Center, you will find exciting jobs and internships from companies in various industries. The platform also provides helpful career and application tips.
Once a year in fall, FHWien der WKW also holds its Career Day. This career fair offers a free CV check and an application photo shoot. You can also get in touch with exciting companies and find out about current job vacancies.
Costs & Subsidies
Tuition fees amount to € 363.36 per semester for EU and EEA citizens, Swiss citizens and third-country nationals with exceptional circumstances. Third-country nationals who do not qualify for exceptional circumstances are required to pay different tuition fees.
In addition to the tuition fees, the ÖH contribution and the special contribution of € 26.20 per semester must be paid.
A detailed list of costs and exceptions for third-country nationals can be found here.
(As of June 2026)
In addition to the tuition fees, there are costs for study trips, literature and other study resources of approximately €1000.
Under certain conditions, students are entitled to various forms of financial support (e.g. study grants, travel allowances, insurance contributions, childcare allowances) and scholarships (e.g. graduation scholarships, self-support scholarships). The ÖH FHWien is available to answer any questions you may have.
In accordance with the Study Grant Act (Studienförderungsgesetz), merit-based scholarships are also awarded each year for outstanding achievements in the previous academic year. The amount of each scholarship is determined annually by the Federal Ministry of Science and Research and ranges from EUR 726.72 (double tuition fees) to EUR 1,500.00. You will be informed annually about the application and award process by mail.
(As of August 2025)
Application
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.
All information on admission requirements, the admissions procedure, dates and deadlines, as well as helpful downloads, instructions and FAQ can be found here.
Start of Studies
The program begins every winter term in September.
For first-semester students, there is a kick-off event where you can meet the Head of program and lecturers as well as your fellow students and receive important information about the university of applied sciences and your study program.
Application
Ready to shape the future of urban tourism? Discover the admission requirements and application process at FHWien der WKW and take the first step towards your future career.