Digital Tourism Marketing and Innovation MSc

University of Surrey
1 year
Full time
Master's degree
Scholarships available
On campus
September 2024
Application deadline: 01 July 2024

About this program

Digital Tourism Marketing and Innovation MSc

The tourism industry needs agile, innovative, and digitally skilled professionals to manage and market the sector responsibly. Are you one of them? We can develop and hone/fine-tune/enhance your skills, resourcefulness, and resilience to become a true agent of change in this fast-paced and exciting sector.

The industry is constantly evolving, as shown by how it adapted to the setbacks caused by the pandemic. Today, the sector continues to face disruption and opportunities brought about by technological advancements, and the proliferation of social media and digital content. Professionals working in the industry now need to equip themselves with advanced digital marketing skills and innovative mindsets to ensure the sector remains resilient and relevant.

Based in our School of Hospitality and Tourism Management, this course will give you access to our influential industry connections and our unique, cutting-edge research which provides excellent graduate prospects. We’re a multinational, inclusive, and supportive community of staff and students with internationalization embedded in our [School’s] culture.

You’ll meet our Executives-in-Residence in the School who bring the industry into the classroom. You can access their unique insight on timely business issues, mentoring, and advice on career, business opportunities, and professional development.

The MSc in Digital Tourism Marketing and Innovation will develop highly sought-after graduates who are:

  • Digitally competent
  • Globally and culturally intelligent
  • Innovative and creative
  • Resourceful, resilient, and enterprising in their outlook
  • Highly employable
  • Committed to sustainability.
Find out more about Digital Tourism Marketing and Innovation MSc by filling in your details and the school will contact you.

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Admission requirements

A minimum of a 2:2 UK honours degree, or a recognised equivalent international qualification.

We may be able to take relevant work experience into consideration if you don't meet these requirements.

If you have at least one year of relevant experience in a full-time graduate-level role (or a minimum of two years experience in a relevant graduate-level part-time role), please provide full details of your role and responsibilities in your personal statement and CV when you submit your application.

English language requirements

IELTS Academic: 6.5 overall with 6.0 in each element.

These are the English language qualifications and levels that we can accept.

If you do not currently meet the level required for your program, we offer intensive pre-sessional English language courses, designed to take you to the level of English ability and skill required for your studies here.

For more information about admission requirements, please visit the university website.

Does this course require proof of English proficiency?

The TOEFL iBT® test is accepted by 11,500 universities and higher education institutions in over 160 countries. Book your test today!

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Program content


Year 1

  • Digital Marketing and Social Media in Tourism
  • Research Methods for The Digital Age
  • Technology, Change, and Innovation
  • Tourism Marketing for Social Good
  • Business Analytics in Services
  • Designing Digital Hospitality Services
  • Strategy and Innovation in The Tourism Ecosystem
  • The Future of Marketing and Tourism
  • Dissertation

Scholarships & funding

Several scholarship options are available. Please check the university website for more information.


September 2024

Full-time - 1 year

  • UK: £11,900
  • Overseas: £21,500


What you will study

Relying on a deep understanding of the complex interplay between people, organizational processes, and digital technologies, this course will prepare you to lead, manage, strategize, develop, and implement innovative digital business solutions for the tourism industry.

We’ll make sure you graduate from our course with outstanding knowledge of innovative marketing and digital best practices within the tourism industry.

Our MSc Digital Tourism Marketing and Innovation course offers a unique combination of cutting-edge expertise and research along with valuable industry connections.

You’ll be exposed to forward-thinking ideas in digital marketing and social media in tourism, technology change, and innovation, marketing for social good, business analytics, digital services design, strategy and innovation in the tourism ecosystem, as well as insights into the future of marketing and tourism.

Our underlying pedagogical approach is to teach you by experiential learning, which integrates and balances research-led and practice-based education. We offer a rigorous and transformational learning experience in a supportive and inclusive academic community so that you can become a successful leading digital marketing and innovation professional in the tourism industry.

You’ll have the opportunity to learn from a group of dedicated world-leading academic members of staff who are active researchers and who bring their research into the classroom to inspire you. Additionally, they invite their industry contacts who will deliver first-hand and up-to-date experiences and insights to supplement your learning.

You will use our Digital Lab and data analytics software such as Excel, Power BI, Tableau, SPSS, and iMotions, to facilitate your learning of practical knowledge and improve your digital capabilities.

Our modules reflect current trends in digital marketing and innovation in the tourism industry and are designed to align with the demands of the market and employers. The modules are closely integrated with associated professional bodies including Women in Travel (WIT), ABTA, the Institute of Hospitality (IOH), and the Travel Foundation (TF), which reinforce experiential learning and provide opportunities to create lifelong networks with key players in the industry. This engagement also allows current conversations across the sector.

Career paths

We aim to prepare you for a successful career at the heart of one of the world's most exciting industries. The tourism sector is a broad and resilient one, and our graduates are highly employable across a wide range of organizations.

Some of our graduates have gone on to start their careers in the following roles:

  • Senior executive (in destination management services)
  • Senior manager (in international tour operators and travel businesses)
  • Marketing executive (in destination management organizations)
  • Conference services and facilities manager 
  • Hotel manager.

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About this institute

University of Surrey

Welcome to the University of Surrey, a global community of more than 16,000 students from 140 countries. We’re based in the popular town of Guildford, just 35 minutes from central London by train. Our beautiful, green campus is home to...

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Why study at University of Surrey

Students at the University of Surrey are getting ‘best in class’ career services. We’re the winner of the Best University Careers/Employability Service in the UK for 2022 (National University Employability Awards). 95 per cent of our graduates are in work or further study 15 months after graduating (Graduate Outcomes 2023). This performance is a combination of talented and hard-working students and our commitment to helping you get the best work experience and career advice while you are here.

As well as the opportunity to take part in our work placement programme – across the campus you’ll find amazing simulation facilities: a fully operational pilot process plant, wind tunnels, flight simulators, a courtroom and a Clinical Simulation Centre, home to our Immersive Learning Environment that’ll transport you to the centre of clinical scenarios. These provide a safe, supervised environment to put your skills and knowledge to the test and build your professional readiness.

Contact info

University of Surrey

388 Stag Hill
GU2 7XH Guildford Surrey

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