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Fagligt indhold

A study designed for professional careers in the experience society

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

The Master's Programme


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 as well as organisation and management within the tourism industry. 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, but exams and project writing can be undertaken in English as well as Danish.

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 of tourism at another university and a thesis semester.

Modules include:

  • Developing Tourism
  • Tourism Policy and Development
  • Cultures and Cultural Encounters
  • Organisation and Management in Tourism
  • Markets, Market Communication and Branding in Tourism
  • Product Development and Innovation in Tourism
  • Internship or tourism studies at another university
  • Master's Thesis


Læs projekter skrevet af de studerende i Projektbiblioteket.


Gruppe- og projektarbejde

Gruppe- og projektarbejde

Gruppe- og projektarbejdet på Aalborg Universitet giver dig mulighed for at få en spændende og lærerig studietid både fagligt og socialt.

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