Master's Degree in Transformation and Applied Data in Tourism*
Leading Tourism Organizations Towards a Data-Driven Future
Welcome to our Master's in Transformation and Applied Data in Tourism, a unique and innovative program tailored to the evolving needs of tourism organizations. It was designed to address the increasing demand for managers and decision-makers capable of guiding their organizations towards becoming high-performance, data-driven entities.
Our curriculum features a pioneering curriculum that blends theoretical knowledge with the development of essential practical skills. Students acquire a profound understanding of the principles and techniques essential for successful business transformation in the tourism sector. From advanced data analytics to strategic decision-making frameworks, graduates are equipped with the tools to drive innovation, optimize operations, and lead data-driven initiatives within tourism organizations.
Join us and take the lead in transforming the tourism industry by leveraging the full potential of data to achieve organizational success.
Advisory Board Members
and Teaching partners
At ESRI España, we specialize in training, guiding, and supporting our clients to effectively integrate Geographic Information Systems into their business operations, enabling them to make informed decisions. With a team of over one hundred professionals skilled in geography, technology, and management, we leverage the most advanced geographic information platform available on the market.
Our mission is to democratize access to the benefits of a data-driven approach, facilitating the rapid adoption of AI and new technologies through practical use cases. Ultimately, our objective is to deliver tangible business outcomes, assisting our clients in achieving growth, customer retention, and enhanced operational efficiency and sustainability.
Memberships
Affiliate Member of UN Tourism
UN Tourism, previously known as the World Tourism Organization (UNWTO), is a specialized agency of the United Nations. Its mission is to promote responsible, sustainable, and universally accessible tourism.
RedIntur
The Interuniversity Postgraduate Network in Tourism (RedIntur) fosters cooperation in studying, exchanging experiences, and proposing actions. These efforts aim to meet the demands arising from the European Higher Education Area (EHEA).
Leveraging Technology for Tourism
In an interview with Natalia Bayona, the Director of Innovation, Education, and Investments at the World Tourism Organization (UNWTO), she discusses the significance of implementing technological solutions in the tourism sector. These solutions aim to broaden reach, enhance customer experiences, and maintain the sector's status as the leading employer of young individuals and women globally.
Partner entities
The AWS Academy provides a diverse range of courses and educational resources, empowering students to cultivate various skills pertinent to the AWS cloud environment.
Data science and analytics are rapidly shaping every aspect of our lives and our businesses. We’re collecting more data than ever before, but not everyone is able to efficiently analyze all that data to extract meaningful insights. There is incredible power in data—but only if you know what to do with it. DataCamp teaches companies and individuals the skills they need to work with data in the real world.
Why study the Máster en Transformación y Datos Aplicados al Turismo*
Pioneer Program
This is the first university postgraduate program uniquely combining the vision of organizational transformation through data, specializing in the tourism sector.
Interdisciplinary Training
It provides robust interdisciplinary training integrating knowledge across business management, information systems, technology, and data science.
Career Opportunities in Prestigious Companies
Graduates have access to job opportunities with prominent companies and entities in the tourism sector through our internship program and Nebrija University's network of collaborating companies.
Curriculum
All our degrees and curricula have been developed in accordance with the new guidelines set by current legislation.
The student must take 60 credits
First Semester 30 ECTS
- 6 ECTS | Introduction to Data Science and Transformation in Tourism
- 6 ECTS | Statistical and Computational Fundamentals Applied to Tourism
- 6 ECTS | Management of Data-Driven Tourism Organizations
- 6 ECTS | Agile Management of Transformation Projects for Tourism Organizations
- 6 ECTS | Applications of Geographic Intelligence in Tourism
Second Semester 30 ECTS
- 6 ECTS | Analytical Methods Applied to Tourism
- 6 ECTS | Big Data and AI Applied to Tourism
- 6 ECTS | Architectures and Data Applications in Tourism
- 6 ECTS | Professional Internships
- 6 ECTS | Master's Final Project
More Academic Information
Official Degree: Master’s Degree in Continuing Education in Transformation and Applied Data in Tourism
Our Master's program in Transformation and Applied Data in Tourism seeks individuals with a passion for innovation and leadership skills to shape the future of the tourism industry. Ideal candidates for this program include:
- Forward-thinking leaders: We seek aspiring leaders who are committed to driving the transformation of tourism organizations through data-driven strategies. If you possess a visionary mindset and aspire to lead change, this program is ideal for you.
- Data enthusiasts: Are you captivated by the potential of data to enhance business outcomes? We are seeking candidates who are passionate about data analysis and eager to apply their skills within the dynamic tourism sector.
- Tourism industry professionals: Whether you are currently employed in the tourism sector or aiming to transition into this vibrant industry, our program is tailored to equip you with the necessary knowledge and skills to thrive in a data-driven environment.
- Problem solvers: Successful business transformation demands adept problem-solving abilities. If you enjoy tackling complex challenges and devising innovative solutions, you will find a perfect fit in our program.
Regardless of your educational background, if you are passionate about harnessing data to drive business transformation in the tourism industry, we invite you to join us on this exciting journey.
60 ECTS credits.
Minimum 12 ECTS and maximum 60 ECTS per registration and academic period.
Learning Center:School of Economics and Business
Branch of Knowledge: Tourism Department
Places Offered: 50
Teaching Type: Classroom attendance and online
Languages: Spanish and English
Academic year it was introduced: 2024-2025
Duration: 1 year. From October to June
University Services: [+info]
Competences
Knowledge or Content- K1. Understand the importance and implications of developing business transformation initiatives applicable to tourism organizations.
- K2. Differentiate the business, technological, and methodological components comprising a business transformation strategy aimed at enhancing the competitive capacity of tourism organizations.
- K3. Distinguish between various models of organizational culture and information systems governance applicable to data-driven tourism organizations.
- K4. Become familiar with diverse change management techniques involved in transitioning traditional tourism organizations into data-driven entities.
- K5. Recognize the necessity of aligning technological transformation and data governance strategies with other functional strategies within tourism organizations.
- K6. Identify key data analytics techniques and tools available to transformation project leaders for creating business value.
- K7. Differentiate between various programming languages used in data transformation and analytics projects, including both structured and unstructured data.
- S1. Plan business transformation processes and effectively communicate outcomes to stakeholders within tourism organizations.
- S2. Implement advanced change management techniques to facilitate the transition of traditional organizations into data-driven entities.
- S3. Coordinate stages of the data lifecycle in transformation projects using various business decision-making models.
- S4. Apply methods for data extraction, transformation, and loading from identified information sources within organizations.
- S5. Utilize data analytics techniques to propose solutions for challenges faced by tourism organizations across different functional areas.
- S6. Employ programming languages for large-scale data processing in business analytics.
- S7. Integrate programming languages for data-driven decision-making processes.
- S8. Manage advanced techniques for knowledge generation and management using data-driven technologies and methods.
- S9. Select appropriate technological tools and data governance methodologies to effectively execute transformation processes in tourism organizations within complex environments.
- C1. Demonstrate ethical behavior and professional responsibility when addressing social, environmental, and economic challenges, guided by democratic principles, values, and the Sustainable Development Goals.
- C2. Uphold the development and implementation of solutions that meet social demands, aligning with the Sustainable Development Goals, promoting diversity, universal accessibility principles, and inclusive design.
- C3. Independently devise solutions to challenges arising from transformation across various functional areas within tourism organizations.
- C4. Innovate strategic approaches that steer the adoption of suitable transformation paths aligned with the needs of tourism organizations.
- C5. Effectively communicate action plans and transformation outcomes to both internal and external stakeholders of tourism organizations.
- C6. Apply acquired knowledge across different company domains through the preparation of a Master's Final Project.
- C7. Assume functional and operational leadership in executing transformation projects within tourism organizations, encompassing supervision and result evaluation.
Distance Learning
Nebrija University has developed a unique and distinctive framework of teaching methodologies that are student-focused, participatory, and meaningful. These methodologies aim to create a hybrid and flexible environment, fostering a closer and more immersive educational experience for both teachers and students. This experiential learning model is both rigorous and interdisciplinary, aligning with the university's philosophy and principles of closeness, humanism, academic rigor, interdisciplinarity, and learning by doing.
The implementation of this learning model is reflected in the following teaching modalities within the proposed Master's Degree:
- Teacher: Interactive master classes and lectures.
- Content: Inquiry, innovation, and research through core content and centers of interest.
- Scenarios and Practical Applications: Case studies, problem-solving, practical scenarios, project-based learning (PBL), and challenges.
- Autonomous Work: Reflection, programmed itineraries, and independent study.
Awards to Global Campus Nebrija
Admission
For pre-admission and admissionpurposes, candidates will be evaluated on a scale of 0 to 10 points, based on the following criteria and percentages:
- Academic record [50%]
Evaluation of the candidate's academic achievements in their previous studies. - Structured personal interview [40%]
- Assessment of the candidate's suitability through an evaluation of their experience, knowledge, technical and professional skills relevant to the intended course of study. Additionally, their motivation, attitudes, and other personal qualities contributing to their suitability for the chosen program will be considered. The interview may be conducted in the language of instruction. This component will account for up to 30% of the structured personal interview section.
- The specific competency test, which may be conducted orally during the structured personal interview, will carry a maximum weight of 10%. It will involve a series of questions aimed at assessing the candidate's existing knowledge in the subjects covered by the Master's program.
- Candidate's presentation document [10%]
Submission of a personally prepared document where the candidate explains their motivation and interest in the program they are applying for. They may also detail any other personal circumstances deemed relevant to the selection process.
Additionally, candidates are required to pass a specific skills test to assess their basic knowledge and minimum proficiency level necessary to enroll in the Master's program. This evaluation will be conducted during the structured personal interview with the candidate, as determined by those responsible for the degree.
Candidates whose mother tongue is not Spanish must provide proof of a B2 level of proficiency in Spanish through an accredited certificate.
Admission tests are evaluated as part of a comprehensive strategy aimed at understanding the characteristics of applicants. This evaluation assesses the candidate's motivation, training, knowledge, skills, aptitudes, communication abilities, extracurricular activities, and future aspirations necessary for admission to Nebrija University's studies.
Once the admission tests are concluded, the School's Admissions Commission reviews the results and documentation submitted by the candidate, and either approves or rejects the application. This commission includes the Vice-Rector for Academic Organization and Teaching Staff, the Director of University Development, the Dean of the School, and the Registrar of the University. Any of these individuals may delegate their responsibilities to another department member.
Upon approval, the candidate will receive written notification regarding their admission, instructions for formalizing registration in the program, and details about the required definitive documentation, which must be appropriately legalized.
Employability
Career Opportunities
Upon completion of the Master's in Transformation and Data Applied in Tourism, the student will be well-prepared to pursue a professional career in various roles such as:
Collaboration Agreements for Professional Internships
This Master's program maintains collaboration agreements for professional internships with some of the top companies and institutions in the sector, including:
More Information about Internships in CompaniesYour Master's Degree in Transformation and Applied Data in Tourism
Visit all the Activities of the School of Economics and Business
The benefit of technology for Tourism
Interview with Natalia Bayona, Director of Innovation, Education and Investments at World Tourism Organization (UNWTO), where she analyzes the importance of the application of technological solutions in tourism in order to help reach more people, improve the customer experience and continue to be the largest employer of youth and women in the world. She also highlights the role of education in empowering young people to be actors of change towards a more sustainable, more modern and more innovative system.
Nebrija Tourism Week
Collaborative Economy was the central theme at the Tourism Week held at the Nebrija University's Madrid-Princesa Campus, in which experts from the sector took part.
Webinar: Artificial Intelligence and Smart Tourism
Approaches to Artificial Intelligence from the needs of the tourism company and its relationship with the destination.
Webinar: Smart Destinations
Governance strategies in the Transition towards tourism resilience.