Program Overview

Program Overview

The First-level short specialisation degree in Tourism 4.0: design of the tourist offer is a one-year program that trains students in possession of a Bachelor’s Degree who are driven by a passion for tourism, as well as professionals who seek to acquire new knowledge and develop new skills.

Educational Content

The program is organized on an interdisciplinary basis and revolves around the use of interactive and experiential methods. The contents of the program are organized according to two main topic areas: planning and management, and communication. All teachings, lectures, case study analysis, and meetings with testimonials are characterized by a hands-on approach and are paired to various forms of practical training.

Course Target and Career Opportunities

The program trains professionals and consultants who operate in the field of management and communication of integrated tourism programs. Students in possession of a Bachelor’s Degree do not need a specific background, as a multifaceted group of attendees with various skills and competencies can offer valuable input in the organization of activities and workshops.

Course Program

The program covers the following topics:

• Tourism 4.0: design of the Tourist Offer (6 hours)
• Sustainability and competitiveness in tourism (18 hours)
• Heritage and international networks: UNESCO sites, European cultural routes and sustainable development of the territory (18 hours)
• Recent developments of European and Italian tourism policies (12 hours)
• From destination management to destination governance (18 hours)
• Destination marketing (18 hours)
• Methods and techniques for participatory tourism planning (12 hours)
• Planning and innovation in tourism businesses (18 hours)
• Business and entrepreneurship: placement, value proposition, clients and markets, marketing strategies, and communication (18 hours)
• Building your business’ tourism offers: the relationship with local territory and community’s workers (12 hours)
• Sales channels and systems: revenue management, funnel marketing (12 hours)
• Sales and distribution design of tourism products and services (12 hours)
• Digitalization of tourism processes and services (12 hours)
• The role of media relations (online and offline) in the strategic communication of tourism businesses (12 hours)
• Crisis management fundamentals for tourism businesses and destinations (12 hours)
• Social media marketing (12 hours)
• Smart cities for smart tourists (18 hours)
• Fundraising for tourism (12 hours)
• Workshop: Design of the tourism offer (60 hours)

Partners

The program has created an extensive network of contacts and tied several relationships with a number of DMOs (Destination Management Organizations) and DMCs, as well as promotion groups for tourism and territory development, municipalities and federations of municipalities, local action groups (LAGs), museums and foundations, cultural associations, various companies which deal with digital media marketing and communication, tour operators, and travel agencies.

Workshops

At the end of the theoretical section of the course, students can take part in a workshop activity organized around an analysis of tourism market trends, as well as the students’ interest and background.

Open Badge

At the end of the course, students will receive an Open Badge, a digital certificate stating their disciplinary knowledge, personal skills, and any acquired technical skills.

General Ranking of Merit

The general ranking of merit for the academic year 2025/26 will be published on the Italian page of this First-level short specialisation degree according to the timing provided in the Call.

Information

• Thematic area: Preservation, transmission of culture, and education
• End of classes: 25/09/2026
• Mandatory attendance: 70%
• Minimum available spots: 12
• Maximum available spots: 25
• First instalment: € 1.882,50
• Second instalment: € 1.240,00

FAQ

• I work a part-time job, can I still attend the course? The lessons of the Short Specialization Degree will take place between November 2025 and June 2026 on Thursdays (2 pm to 6 pm) and Fridays (9 am to 6 pm) at the Department of Cultural Heritage of the University of Padua.
• The course offers an internship or, as an alternative, a project work. What is the difference? In order to facilitate students who, for example, can’t complete an internship because of work-related reasons, we offer the chance to present a project work instead.
• Who organizes the internships? All internships are organized by our tutor, who will interview students in order to find out about both their technical and soft skills, previous work experiences, and personal interests, and match the gathered information with the opportunities offered by our partners.
• Will any lessons be delivered online? The lessons of the course are characterized by a hands-on approach and are usually followed by practical training, in which individual students or groups can put into practice the knowledge acquired during the theoretical lectures.
• I don’t have a background in the field of tourism, will I still be able to understand the lessons? Our students usually have quite a varied academic background, but so are the skills required by those who work in tourism.

Program Details

• Classes start: 28/11/2025
• Duration: One-year
• Venue: Padua
• Language: Italian
• ECTS: 60
• Teaching method: In-person
• Total enrolment fee: € 3.122,50
• Pre-enrolment deadline: 24/11/2025

Management

• Prof. Nicola Orio

Administrative Office

• Contact Person: Prof. Nicola Orio

Alternative Contact

• Contact Person: Dott.ssa Michela Milanato - Dott.ssa Stefania Vegro

Teaching Method

• In-person lessons: H
• Month and year:
• Fee: €

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