This full-time, four year programme is an advanced education programme for aspiring tourism professionals who wish to work in product, management and marketing innovation in national/international tourism destinations. It combines the technical skills of tour guiding with the business development skills of a marketing professional.

Industry stakeholders, including destination managers, have stated their support for this programme and confirmed the demand from industry for graduates of this specific programme. As this programme will focus on destination tourism with marketing, it will address industry needs to develop graduates with knowledge in the areas of history, culture and language, tourism operations, marketing (including e-marketing) and general business. In addition, the programme will incorporate a series of modules on tour guiding which on successful completion will lead to a nationally recognised qualification in tour guiding.