The Faculty of Economics, Business and Tourism will offer, starting in the 2025–2026 academic year, the Master’s Degree in Tourism: Digitalization, Innovation and Intelligence. This professionally oriented program is an advanced and specialized course designed to meet the current challenges of the tourism sector, with a practical approach and strong connections to the business world. It emerges as a response to the digital and sustainable transformation of tourism, with a strong emphasis on innovation, data analysis, digital marketing, and tourism intelligence. We will prepare you to lead the digital transformation of the tourism industry, developing skills in innovation, tourism intelligence, data analysis, and digital marketing.
This master’s program is intended for graduates with previous academic training in Economics and/or Business, as well as in quantitative methods. Relevant degrees include Tourism, Business Administration, Economics, Data Science and Engineering, Industrial Organization Engineering,
and related engineering fields.
The curriculum of this master’s degree includes a total of 60 ECTS credits, 9 of which are elective courses. Additionally, 9 credits are allocated to the external internship and 6 to the Master’s Final Project.
The minimum number of ECTS credits to be enrolled in per student and academic period complies with the Progress and Continuation Regulations for official degrees at the University of Las Palmas de Gran Canaria, which establish full-time and part-time enrollment modes. Full-time students, the standard academic load at ULPGC, must register for all ECTS credits of the first academic year. From the second year onward, they must enroll in between 48 and 60 ECTS credits. Part-time students must enroll in 30 ECTS credits during the first year, and between 24 and 30 ECTS credits in subsequent years.
Students may request changes to these limits at the Faculty Administration Office, within the deadlines established for this purpose and under the conditions outlined in the regulation. The main language of instruction is Spanish, although some subjects will include sessions in English. To be awarded the degree, students must demonstrate foreign language proficiency equivalent to level B1 of the Common European Framework of Reference for Languages (CEFR).
Information for the student
Profile, requirements, outings, and enrollment
The student profile for this master’s degree includes individuals with prior academic training in economics, business administration, or other related fields who wish to specialize in digital transformation processes and the application of data intelligence in the tourism sector.
It is also geared toward active professionals seeking to update their skills in order to adapt to the new technological, strategic, and sustainable environments of global tourism.
Qualities especially valued include curiosity for innovation, analytical skills, interest in tourism-related technologies, and a critical and creative mindset. The program is designed for those aiming to advance their careers in public and private tourism organizations, as well as for those with entrepreneurial aspirations. The Doctoral Committee in Tourism, Economics and Management (DTEYG) at ULPGC also endorses this master's degree, recognizing it as an excellent entry point to the PhD Program in Tourism, Economics and Management.
Its analytical nature and strong emphasis on quantitative methods also make it a valuable option for students interested in pursuing a research career.
This Master's program requires the prior qualification and training conditions established by Royal Decree 822/2021, Article 18: "Access and admission to official Master's degrees". Some of its key points include:
- Holding an official Spanish undergraduate degree or equivalent is a prerequisite for admission to a Master’s program. Alternatively, holding another Master’s degree or qualifications at the same level as the Spanish Bachelor's or Master’s degree, issued by universities or higher education institutions in a country within the EHEA (European Higher Education Area) that allow access to Master’s studies in that country, is also valid.
- Likewise, individuals with qualifications from education systems outside the EHEA may also access a Master’s program within the Spanish university system, provided their degree is equivalent to a Bachelor’s degree. No formal recognition is required, but the university must verify the level of education. This is only valid if the degree in the issuing country grants access to postgraduate university studies. This route will not imply formal recognition of the prior qualification for any purpose other than access to the Master’s studies.
- Universities or centers will regulate admission to Master’s programs, setting specific requirements and, if necessary, additional training courses. These may not exceed 20% of the total ECTS credits of the Master’s program. Credits from supplementary courses will be considered the same as any other credit in the Master’s study plan.
- Universities will reserve at least 5% of the places offered in official Master’s degrees for students with a recognized disability equal to or greater than 33%, as well as students with permanent educational support needs due to personal disability conditions, who required support and resources during their previous studies to ensure full inclusion.
Admission requirements for this Master's are determined by the advanced and specialized nature of the program in business innovation, digitalization, and data analysis and intelligence in the tourism sector. Therefore, students applying for this Master’s must demonstrate prior knowledge in the fields of economics and/or business and in quantitative techniques.
Based on the degrees currently offered at ULPGC, the preferred degrees include:
- Bachelor's Degree in Business Administration and Management
- Bachelor's Degree in Tourism
- Bachelor's Degree in Economics
- Bachelor's Degree in Data Science and Engineering
- Bachelor's Degree in Industrial Organization Engineering
Second-tier priority will be given to:
- Bachelor's Degree in Telecommunication Technologies Engineering
- Bachelor's Degree in Industrial Design Engineering and Product Development
- Other engineering degrees that include at least 12 credits in Economics and/or Business
For other degrees, admission will require recognition of at least 12 credits in quantitative techniques and 12 credits in Economics and/or Business.
Language Proficiency
Regarding English language proficiency, applicants must hold a B1 level according to the Common European Framework of Reference for Languages (CEFR), as established in Order 3858/2007. Likewise, non-Spanish-speaking international students must demonstrate at least a B2 level of Spanish, which is the language of instruction for this program.
Merit Evaluation Criteria for Admission
In general, the main criterion for evaluating applications is the alignment of the candidate’s academic background with the objectives and contents of the program. Other admission criteria include academic records, prior specific training in tourism, and professional experience related to the Master’s field.
Students with specific educational needs due to disability will have access to appropriate support and guidance services, which will assess the need for curricular adaptations, alternative pathways, or studies.
Evaluation Criteria
1. Admission qualification (up to 70 points):
Special consideration will be given to the following degrees: Business Administration and Management, Tourism, Economics, Data Science and Engineering, Industrial Organization Engineering, Telecommunication Technologies Engineering, Industrial Design Engineering and Product Development. Other engineering degrees with at least 12 credits in Economics and/or Business, as well as other degrees with at least 12 credits in quantitative techniques and 12 in Economics and/or Business, will also be considered.
2. Academic record (up to 20 points):
The academic transcript of the admission degree will be evaluated.
3. Curriculum Vitae (up to 10 points):
- Previous professional experience in the tourism sector: 1 point per year worked, up to a maximum of 5 points.
- Additional training courses related to the admission degree: 1 point per course, up to a maximum of 5 points.
Total possible score: 100
The graduate profile of the Master's Degree in Tourism: Digitalization, Innovation and Intelligence is that of a professional aiming to develop a career in the tourism sector, where they can apply the knowledge acquired in tourism innovation, digital tourism, tourism intelligence, research and data analysis, among others. The career opportunities are therefore very diverse.
Graduates of this Master’s program will have, among others, the following professional profiles and/or career opportunities as responsible professionals in the following areas:
- Innovation and digital project manager in the tourism sector.
- Project manager in the digital transformation of hotel chains, tourism companies, and organizations.
- Specialist in tourism intelligence and smart destinations.
- Consultant in sustainability and innovation in digital tourism.
- Specialist in advanced digital strategies and digital marketing for the tourism sector.
- Tourism data analyst in hotel chains, companies, and tourism organizations.
- Digital marketing specialist in hotel chains, companies, and tourism organizations.
- Researcher in tourism intelligence and smart destinations.
External practices
Teaching projects, justification, objectives and results
In Spain, tourism activity reached €155.946 billion in 2022, representing 11.6% of the GDP—3.9 percentage points higher than in 2021. Tourism-related sectors generated over 1.9 million jobs, accounting for 9.3% of total employment (CSTE, INE, 2023). Therefore, tourism is an essential activity for the Spanish economy as a whole, and especially for the Canary Islands. According to data from the Impactur Canarias 2022 report, tourism generates €16.961 billion in the Canary Islands, representing 35.5% of the region's entire economy, and accounts for 344,358 jobs (39.7% of total employment in the islands) (IMPACTUR Canarias 2022).
However, this is a constantly evolving sector that currently faces major challenges related to social responsibility, communication with citizens, and the digitalization of the sector to boost competitiveness. Indeed, the sector must reinvent itself, seeking new business models that adapt to the current situation and to changing consumer demands.
This Master’s program has been designed in collaboration with companies and with a focus on the specialization and employability that the industry demands. It is the result of an ongoing relationship with companies in the sector, and features a model that includes external academic internships in the second semester worth 9 ECTS credits, and a Master’s Thesis (TFM) worth 6 ECTS credits, directly linked to real business challenges.
The University Master's Degree in Tourism: Digitalization, Innovation and Intelligence aims to become a learning hub for future tourism talent. It is designed to help Canary Islands companies and the destination as a whole not only respond more efficiently to current challenges, but also lead innovation based especially on tourism intelligence. It develops skills based on autonomy and active learning, allowing students to acquire key competencies in workflows typical of the current digital environment, in the organization of hotel chains and companies, in digital marketing, dynamic revenue and customer management, destination management, and tourism intelligence—particularly through artificial intelligence and big data.
- Help students understand the relevance of the tourism phenomenon, as well as the challenges it faces in a global and digital context.
- Equip students to make strategic decisions in tourism management, based on a deep understanding of the sector.
- Learn and comprehend the legal framework regulating tourism activity in a global and digital environment.
- Introduce students to the fundamental principles of tourism marketing applied to a global and digital environment.
- Enable students to interpret and solve problems for tourism companies innovatively.
- Train students to conduct research in the tourism field using an appropriate research methodology, managing and understanding tourism databases, and applying the most current and innovative technical tools.
Learning Outcomes
The learning outcomes corresponding to the University Master's Degree in Tourism: Digitalization, Innovation, and Intelligence are:
KNOWLEDGE OR CONTENT
- CON1. Possess knowledge that provides a basis or opportunity for originality in the development and/or application of ideas, often in an applied research context.
- CON2. Understand tools and methodologies for economic analysis in tourism.
- CON3. Understand the relevance of the tourism sector in the economy within a global and digital context.
- CON4. Understand the concepts and stakeholders of the tourism sector in a global and digital context.
- CON5. Understand the basic fundamentals of tourism competitiveness.
- CON6. Understand the legal framework regulating tourism activities.
- CON7. Understand marketing principles and their application in tourism.
- CON8. Understand the digital tourism ecosystem.
- CON9. Understand the main tourism databases.
- CON10. Understand the most common quantitative and qualitative research techniques applied to decision-making in the tourism sector.
SKILLS
- HA1. Possess learning skills that allow for largely self-directed or autonomous continued study.
- HA2. Know how to use a research methodology (e.g., hypothesis formulation, literature review, source identification, etc.) appropriate for the tourism sector.
- HA3. Know how to use analysis tools for tourism demand and supply.
- HA4. Know how to use analysis tools to evaluate the economic impact of tourism.
- HA5. Make strategic decisions to manage a tourism destination or company.
- HA6. Propose the basic ideas for a new tourism product.
- HA7. Learn to debate live assumptions with different judgment elements to find solutions to specific problems with a legal basis.
- HA8. Synthesize marketing fundamentals to implement them practically in the tourism sector.
- HA9. Use innovation strategies and technological strategies in the tourism sector.
- HA10. Design and conduct market research that provides information for making decisions on commercial problems in the tourism sector.
- HA11. Create complex sampling designs applicable to quantitative market research.
- HA12. Develop advanced programming aimed at solving data science problems applied to tourism.
- HA13. Use cluster analysis techniques applied to tourism data.
- HA14. Use text analysis techniques (Natural Language Processing) applied to tourism data.
CAPABILITIES
- CA1. Promote the acquisition of knowledge based on respect for human rights and fundamental freedoms, as well as democratic values, equality for all people, and a culture of peace.
- CA2. Actively commit to developing professional practices that respect the environment and sustainability.
- CA3. Ability to communicate conclusions, knowledge, and underlying reasoning clearly and unambiguously to specialized and non-specialized audiences.
- CA4. Ability to work in teams and organizations, promoting the free exchange of ideas and experiences, and the search for original solutions to achieve stated objectives.
- CA5. Integrate into any functional area of a medium or large tourism company or organization and perform any assigned task with ease.
- CA6. Evaluate the relevance of tourism in the global and digital economy.
- CA7. Apply and interpret economic models and data analysis techniques to interpret tourism supply and demand.
- CA8. Apply and interpret economic models and data analysis techniques to evaluate the economic impact of tourism.
- CA9. Read and understand specialized texts in the tourism field in English.
- CA10. Foster respect for the law, understanding that objectives must be achieved by following the path outlined by the legal system.
- CA11. Design and evaluate marketing strategies for the tourism sector, assessing their effectiveness based on practical cases.
- CA12. Design and evaluate viable innovative solutions to address existing problems and opportunities in the tourism sector based on practical cases.
- CA13. Assess current dynamics in the tourism sector due to digital technologies.
- CA14. Anticipate the challenges posed by digitalization in the tourism sector.
The need to establish a plan for continuous improvement in teaching justifies the calculation and analysis of indicators that reflect the success or failure rates of studies, taking into account the evolution of students enrolled in the program.
Below, we describe the proposed indicators for the University Master's Degree in Tourism: Digitalization, Innovation, and Intelligence.
- GRADUATION RATE: Aims to assess the effectiveness of the program in terms of students' academic performance. It is obtained by dividing the total number of students who graduated within the planned study period or one additional academic year by the number of students in their entry cohort.
- DROPOUT RATE: Obtained by dividing the total number of students who dropped out within the planned study period or one additional academic year by the number of students in their entry cohort. This is a complementary indicator to the graduation rate. This indicator has been calculated for students who formalized their Master's Thesis, as historical data shows that master's students typically complete the taught phase, with the few withdrawals occurring during the Master's Thesis completion phase.
- EFFICIENCY RATE: Its objective is to report on the efficiency of the academic training process and is a function of the degree of repeated enrollment by students. It is obtained by dividing the total number of credits in the study plan by the total number of credits in which the group of students who graduated in a given academic year had to enroll throughout their studies.
In the proposal for the University Master's Degree in Tourism: Digitalization, Innovation, and Intelligence, the following initial expected results are estimated:
- Graduation Rate: Around 85%
- Dropout Rate: Below 15%
- Efficiency Rate: 75%
It will be necessary to review the predicted values of the different indicators to set truly achievable assumptions based on historical values obtained and the improvements made to increase, where applicable, the graduation and efficiency rates, and reduce the dropout rate.
The ULPGC Centers analyze and consider the training outcomes. To this end, they establish procedures that allow them to guarantee the measurement, analysis, and application of learning outcomes, employability, and the satisfaction of various stakeholders.
See all the Official FEET Studies