Selected Topics in Tourism, International Hospitality and Attractions Management

About

Universidad Autónoma de Madrid (UAM)’s Summer School “Selected Topics in Tourism, International Hospitality and Attractions Management” (STTIHAM) is a unique opportunity to broaden your horizons in one of the most beautiful and liveliest cities of the world, while studying at a top university. The Faculty of Economics and Business Studies at UAM is ranked 38-55 in Europe and 101-150 worldwide in Hospitality and Leisure Management (QS World University Rankings by Subject 2024).

Given our academic strength in this field, the economic importance of Tourism in Spain, and that the UN World Tourism Organization is headquartered in Madrid, we created this new summer program in 2024. It is offered at the same time as the last two weeks of our traditional Summer School of Economics and Business (SSEB). If you wish, you can also enroll in the first two weeks of the SSEB (June 30 - July 11, 2025) and take one or two courses closely related to some of the topics you will study at the STTIHAM: Environmental Economics and Policy Analysis: The Theory of Externalities and the Economics of Pollution Control and/or Doing Business in Spain: Cultural and Management Issues.

We invite you to embark on this life-changing journey to gain a new perspective on your studies, make new friends from all over the World, immerse yourself in a different culture, and discover something new about yourself! Join an exclusive 2-week study program that offers some high-quality modules about selected topics in Tourism, International Hospitality and Attractions Management, all taught in English by top professors and researchers of UAM’s Faculty of Economics and Business Studies.

STTIHAM brings together students from all over the World and a few local students in a truly international environment. The course is complemented by social and cultural events, as well as academic field trips, which are not offered during the regular Fall and Spring semesters.

STTIHAM targets students keen to gain academic enrichment in cutting-edge topics related to Tourism, International Hospitality and Attractions Management: Environmental policy and sustainable tourism; cutting-edge technology applied to tourism activities: crypto-economics and crypto-assets, metaverse, and the Spanish Model for Smart Tourism Destination Management; human resource management in Europe’s hospitality sector; hospitality finance in Europe; from data to marketing insight: exploring AI to better understand customer satisfaction; and culture, history, leisure, and attractions management: from the Paseo del Prado to the Golden Triangle of Art in Madrid.

Course leader

Director: Prof. Dr. Miguel Buñuel

Target group

Apply for the STTIHAM Summer School if you are an undergraduate student or graduate in Tourism, Economics, Business or any other related field, and your level of English is at least B2.

STTIHAM may also be appropriate for students and graduates from other fields, if they are interested in the topics covered in the course.

Course aim

A) Introduction

As the global tourism and hospitality industry recovers from the COVID-19 pandemic, 2024 is projected to mark a key milestone, with international travel expected to surpass pre-crisis levels. A surge in demand, coupled with increased flight availability and global openness, is driving this recovery. However, the journey back has been uneven. While many economies have improved since 2019, the overall recovery has been tempered by ongoing macroeconomic, geopolitical, and environmental challenges.

The sector is navigating a delicate balance between growth and sustainability. Pressures such as labor shortages, inflation, and infrastructure limitations are straining supply chains, leading to higher costs and service disruptions. Meanwhile, critical issues such as sustainability practices, equity, and inclusion are gaining heightened scrutiny, with the industry facing growing calls to address its environmental footprint and social responsibilities.

Despite these challenges, the tourism and hospitality industry remains a vital contributor to global GDP and employment, with the potential to foster community well-being and economic prosperity. Moving forward, decision-makers must prioritize strategic management of tourism flows, invest in resilient and inclusive workforces, and leverage technology for greater innovation and sustainability. This Summer School aims to explore these emerging trends and equip participants with the tools needed to navigate the evolving landscape of international hospitality, attractions management, and tourism.

B) Objectives

The main objective of this Summer School program is to provide a comprehensive and forward-looking understanding of key topics shaping the present and future of the global tourism and hospitality industry. The course aims to build upon students' existing knowledge—particularly those from tourism-related disciplines—by offering a distinctive Spanish and European perspective. For international students, especially from other continents, the program will provide a comparative framework to enrich their global outlook on hospitality management.

Furthermore, the program will introduce participants to cutting-edge innovations and emerging trends, such as artificial intelligence, sustainable practices, new smart management models, the role of cryptoeconomics and the metaverse, etc., preparing students for the evolving challenges and opportunities in the industry.

Through a blend of theoretical insights and real-world case studies, participants will be encouraged to think critically and creatively about the future of tourism, while gaining practical tools to adapt to a dynamic and complex global market.

Fee info

The Program cost includes: 1. Tuition fees for the courses selected; 2. Cost of social and cultural events, as well as field trips included in the Program. IMPORTANT NOTE: Travel, room, and board costs are NOT included. The Office of Study Abroad at UAM will provide help in finding accommodation for interested students. There are some on- and off-campus housing options available on a first-come first-served basis.