Why Creative Tourism Management Is the Next Big Field
Tourism is evolving fast. Traditional destination packages are giving way to experience‑driven, culturally immersive trips that resonate with modern visitors. KEDGE Business School’s new MSc Creative Tourism Management positions graduates to design, market, and manage these next‑generation offerings. By combining arts, culture, and tourism science, the programme creates professionals who can translate local heritage into profitable, sustainable experiences.
Program Overview – A Forward‑Thinking Curriculum
The MSc is a full‑time, English‑taught course launching in September 2026 at the Paris campus. It is delivered by KEDGE Arts School, the institution’s dedicated hub for creative industries. The curriculum is structured around five core modules:
- Tourism Design & Experience Development – statistical analysis, visitor flow modeling, and scenario planning for niche markets.
- Creative Tourism Marketing – brand positioning for cultural festivals, art exhibitions, and heritage villages.
- Arts, Heritage & Slow Tourism – management of museums, heritage sites, and nature‑based slow itineraries that reduce environmental footprints.
- Innovation and Technology in Tourism – digital storytelling, VR heritage tours, and data‑driven personalization.
- Entrepreneurship & Sustainable Business Models – creating value in partnership with local artisans, community organisations, and the private sector.
Hands‑on learning is central: students work on real‑world consulting projects, participate in field immersion trips across Europe’s creative hotspots, and co‑create marketing campaigns for local tourism boards.
Immersion Through Creative Territories – Beyond the Classroom
KEDGE’s partnership network opens access to culturally rich locales. The programme includes multiple learning expeditions:
- Provence (Avignon, Arles) – study festival economies and heritage placemaking.
- Corsica (Ajaccio, Bastia) – analyse craft traditions and storytelling ecosystems.
- Basque Country (Biarritz, Bayonne) – dive into gastronomy, lifestyle branding, and creative production.
- Malta (optional field trip) – deepen knowledge of Mediterranean heritage tourism and island narrative management.
These expeditions immerse students in real‑world culture, enabling them to apply coursework directly to unique contexts.
Case Study: A Successful Destination Transformation
One class project involved re‑branding a small coastal town in Corsica. Students developed a community‑led tour package, leveraged local sea‑salt artisans, and launched a digital platform that increased overnight stays by 30% while securing a heritage preservation grant.
The Pedagogical Approach – Transformational Learning for Creativity
Aligned with KEDGE Arts School’s philosophy, the MSc employs transformational learning. Students participate in reflective workshops, peer‑review sessions, and mentorship from industry executives. This approach fostered:
- Strategic thinking for creative tourism products.
- Cross‑disciplinary collaboration skills.
- Resilience and adaptability in dynamic markets.
- Global mindset and cultural sensitivity.
Career Opportunities – A Versatile Path
Graduates enter a variety of roles across the tourism and creative industries:
- Destination management and innovation specialists for tourism boards or private development agencies.
- Marketing directors for cultural events and heritage sites.
- Consultants for travel platforms focusing on experiential and sustainable travel.
- Entrepreneurs launching boutique cultural tours, craft‑based stays, or heritage‑focused accommodation.
- Project managers for intercultural heritage preservation projects.
The program’s alumni network includes former tour operators who extended their portfolios into heritage experiences and managers who successfully implemented sustainable tourism frameworks at large resorts.
Why KEDGE Business School – Triple‑Crowned Excellence
KEDGE is one of the world’s elite schools with AMBA, EQUIS, and AACSB accreditation. The MSc Creative Tourism Management benefits from this strong academic foundation while offering a unique blend of arts and business insights.
Getting Involved – How to Apply and Learn More
Interested in bridging culture and tourism? The application process is straightforward:
- Review admission requirements on the official programme page.
- Prepare a portfolio or case study if you have prior experience in creative projects.
- Submit your application through the online portal.
- Attend an interview with the admissions team.
Feel inspired to discuss how this MSc aligns with your career goals? Explore the full curriculum or contact a programme advisor for personalised guidance.
Next Steps – Take Action Now
- Apply today and position yourself at the forefront of experience‑driven tourism.
- Schedule a call with a KEDGE representative to clarify admission details.
- Download the brochure to view detailed programme information.
- Follow KEDGE Business School on LinkedIn and Twitter for the latest industry trends.
- Share your thoughts or questions in the comments below – we welcome dialogue from prospective students and industry professionals alike.
