MA Tourism Destinations and Experiences

MA Tourism Destinations and Experiences – University of Maribor

The MA Tourism Destinations and Experiences programme at the University of Maribor is a two-year, second-cycle Master’s degree offered by the Faculty of Tourism (FT) in Slovenia. The programme consists of four semesters and carries 120 ECTS credits. It is designed to develop advanced knowledge and professional competencies in tourism destination management, tourism experience development, strategic planning and sustainable tourism.

The programme is offered in English as a part-time study option in Ljubljana, while the Slovenian-taught full-time option is available in Brežice. It combines academic research, practical fieldwork and strategic business management to prepare graduates for professional responsibilities in the tourism industry and public-sector tourism organisations.

Programme Overview and Learning Outcomes

The programme focuses on three principal areas: advanced tourism research, innovative tourism experience design and strategic tourism destination development. Students develop the ability to analyse tourism trends, evaluate the social and economic impacts of tourism, and apply research-based approaches to tourism planning and management.

The curriculum addresses digitalisation, the experience economy, responsible tourism and sustainable development. Students also develop competencies in tourism marketing, consumer behaviour, tourism policy, business decision-making and the management of complex tourism organisations and destinations.

Tourism Destination Management and Experience Design

The programme emphasises the development of innovative tourism products and experiences based on visitor needs, international best practices and strategic planning principles.

Students learn to evaluate tourist expectations, analyse destination performance and coordinate the involvement of local communities, tourism organisations and other stakeholders. The curriculum highlights sustainable tourism development, with consideration for environmental protection, economic performance and social responsibility.

Practical Training and Research Opportunities

Practical learning is an important component of the programme. Students participate in field exercises and educational trips within Slovenia and abroad, gaining experience of tourism destinations and visitor experiences.

The programme also develops research, data analysis, communication and strategic decision-making skills through practical assignments, case studies, research projects and fieldwork. It includes 12 ECTS credits of elective courses.

Admission Requirements

Applicants are generally eligible if they hold a first-cycle Bachelor’s degree in tourism, hospitality, social sciences, business administration, marketing, management, geography or related fields.

Applicants from other academic backgrounds may also be considered, provided they complete supplementary study requirements of 10–60 ECTS credits before enrolment. The source identifies Introduction to Tourism (6 ECTS) and Destination Management (6 ECTS) as mandatory supplementary subjects.

Admission selection, where enrolment is limited, is based on previous academic performance, including the Bachelor’s degree average grade and diploma thesis grade.

Career Opportunities and Professional Development

Graduates are prepared for careers in tourism destination management, tourism research, tourism product development, hospitality-related organisations and public-sector tourism administration.

Professional opportunities include managerial positions in tourism companies, regional destination management organisations, local tourism boards, government departments and tourism research and development centres.

The programme equips graduates to make strategic decisions, manage tourism organisations, develop innovative visitor experiences and contribute to responsible destination development.

Programme Recognition and Academic Qualification

The programme was adopted by the Faculty Senate on 29 September 2010 and by the University Senate on 30 September 2010.

Graduates receive the professional qualification Master of Arts (M.A.), with the Slovenian professional title magister turizma or magistrica turizma.