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Tourism, Master

Academic content


The objective of the Master's programme is to enable you to develop professional competences which qualify you to work as a practice-oriented agent of change within enterprises and organisations in Denmark and abroad.

Autonomy, analytical skills, critical and cross-disciplinary thinking and creative problem-solution competences are central to the Tourism Programme at Aalborg University. In order to obtain a fit between these competences and help you to develop these during the Master's Programme, a great variety of pedagogical forms are employed.

Structure and content

The Master's programme in Tourism is a research-based full time programme which provides you with a basis for professional work and qualifies for acceptance into a Ph.D. programme.

The Tourism Master's Programme focuses on three key areas of expertise: tourism markets and market communication; tourism policy and business development and the strategic analysis of tourism destinations. The study draws on a wide range of disciplines across the humanities and social sciences, and in terms of examples and cases the focus is truly international. English is the language of teaching and administration.

The Tourism Master's Programme consists of four semesters: two theoretical semesters, a semester as either an intern in a tourism organisation or as a student at other programmes at Aalborg University or at other universities and a thesis semester.

Structure of the Master's programme

 Module ECTS Semester
 Problem Based Methodology and Project Writing 5 1st semester
 Tourism Destination Challenges 10 1st semester
 Consumer Studies in Tourism 5 1st semester
Tourism Destination Analyses 5 1st semester
Encounters - Sociological and Anthropological approaches to Tourism 5 1st semester
Tourism Development 15 2nd semester
Market Communication in Tourism 5 2nd semester
Tourism Policy 5 2nd semester
Innovation in Tourism 5 2nd semester
Internship in Tourism Organisation (elective module) 30 3rd semester
Master's Thesis 30 4th semester


Specialisation modules(elective)

Module ECTS Semester
Global Tourism and Transnational Mobilities 5 7th semester
Sustainable Development and Tourism 5 8th semester
Cultures, Societies and Histories of the Peoples of the Arctic* 5 7th semester
The Arctic in the Age of Globalization* 5 8th semester





* Arctic Studies specialisation module under the Regulations and Curriculum MA in Culture, Communication and Globalisation – see section 23.

Curriculum of the Tourism Master's Programme

Theoretical Semesters (1st and 2nd semester)

The theoretical semesters include both courses and project work. During the last half of the semester, teaching takes the form of problem-based project work which involves students working in small groups with an often practically oriented tourism problem that is illuminated and possibly solved through the use of relevant theories and methodologies. Project work takes place in close cooperation with a supervisor.

The courses of the 1st semester establish a common theoretical frame of reference with regards to the study of international tourism.

3rd semester: Internship in a Tourism Organisation or Study at another university

During the 3rd semester, you are free to choose whether you would like to do an internship or study at another university that offers tourism at graduate level. The internship is undertaken either in Denmark or abroad and lasts for 3-5 months. For more information about the Internship or Study at another university, please see Traineeship/Study abroad in the right menu.

4th semester: Master's Thesis

Research and teaching activities in Tourism at Aalborg University build on a close collaboration with both private and public organisations in the tourism industry. Joint projects enable us to make use of academic competences in the development of new concepts, to improve marketing campaigns and adapt organisational strategies to a constantly changing market. These practical research and development projects provide central input for the teaching activities.

A few examples of collaboration projects

  • Demands and Decision Making in Family Holidays in collaboration with Visit Denmark
  • Experience Design on the Island of Møn in collaboration with Team Møn and Møn Tourism Board
  • Assessment of the Tourism Policy Programme for Erhvervs- og Boligstyrelsen
  • Branding Blokhus in collaboration with Pandrup Business Council
  • Storytelling Development along the Limfjord in collaboration with Destinations in North & West Jutland.

In the Project Library you can find projects written by the students


Study Method at AAU - Problem Based Learning

Study Method at AAU - Problem Based Learning

The study method at AAU is called Problem Based Learning (PBL). Together with your fellow students you will work with real life problems by way of problem based project work.

learn more about Pbl at aau