Taught course

Tourism Futures

Oxford Brookes University · Oxford School of Hospitality Management
MScMSc sandwich

Entry requirements

Normally a minimum of a second-class honours degree or equivalent in any subject. Entry will be subject to two satisfactory references (one of these must be an academic reference). Although useful, prior work experience in the hospitality and tourism industry is not a requirement for this course.

Months of entry


Course content

The contemporary international tourism industry is facing a range of challenges. On this course you will explore how destinations and organisations may respond to these challenges through the development of innovative solutions.

You will explore the political, social, economic challenges facing the tourism industry, how innovation and entrepreneurship might provide solutions to these challenges and the impact this has on consumer behaviour. You will have the opportunity to gain 'real world' experience by working with our industry partners on a Tourism Consultancy Project.

Our unique Bacchus Mentoring Programme gives you one-to-one support from a senior professional from the international tourism industry, who will help you to develop your professional skills and advise you on your future career. The School holds a range of events that provide you with opportunities to interact with professionals, employers, academics, students and alumni. This helps you to develop your networking skills and gain useful, global contacts for the future.

After completing the taught element of the course you will have the option to undertake a one year, paid work placement. You will be fully supported in finding a placement and supervised throughout by a member of our academic team.

The following compulsory modules enable you to develop a deep understanding of the complexity of international tourism:

Hospitality, Tourism and Events Synthesis

You will be given an overview of the context, frameworks, concepts, theories and issues in the tourism, events and hospitality industries. You will learn to analyse and evaluate complex tourism, events and hospitality situations.

Tourism Innovation and Entrepreneurship
Tourism innovation and entrepreneurship are fundamental to the development of tourism products and services that contribute to sustainable local, regional and national development strategies. You will consider the process of innovation, including the role of key tourism stakeholders such as government, the private sector, NGOs and local communities.

Tourist Consumer Behaviour and Marketing

You will explore the theoretical frameworks which underpin patterns of consumer demand. You will be taught models and concepts drawn from mainstream marketing, tourism marketing and the social sciences. This forms a comprehensive understanding of tourist consumer behaviour and the tourist decision-making process. Effective and creative marketing is based on sound analysis and you will research and create a marketing plan for a real tourism business.

Tourism Consultancy Project
This project is an opportunity for you to engage in the practical development and delivery of a tourism consultancy project in the public, private or voluntary sector. Through the project you will gain an understanding of the role tourism plays in delivering social, economic and environmental benefits to destinations and communities.

Contemporary Issues in International Hospitality, Events and Tourism
You will develop a research focus from a wide range of topics including: branding, climate change, digital marketing, entrepreneurship, environmental issues, events, finance, human resources, marketing, risk management, revenue management, social media, and tourist consumer behaviour - as applied to the international tourism sector.

  • Research Methods.
  • Dissertation.
  • Mentoring and Leadership Development.

Information for international students

English language requirements: Minimum 6.0 (with a minimum of 6.0 in reading and writing and 5.5 in listening and speaking). If you have completed your undergraduate degree in the UK (at least one full year of study) you will automatically meet our English language requirements

Fees and funding

Please visit our website.

Qualification and course duration


full time
12 months
part time
24 months

MSc sandwich

full time
24 months

Course contact details

Programme Administrator
01865 485858