100% Online


8 hours






4 weeks




IE University

This last decade, innovation and technology have irrevocably changed the rules. We have witnessed the birth of a very demanding, multi-channel and self-sufficient digital tourist, who expects personalised customer service and feels the need to be connected on a constant basis.

Training is now an essential requirement in order to remain active and relevant in this new scenario, where tourists are more demanding and require real-time information and efficient processes. At the same time, there is so much data available that can be leveraged to provide customers with the best possible experience.

This Massive Open Online Course (MOOC) is a great opportunity for anyone who is interested in developing his or her basic knowledge on management concepts applied to the tourism industry.

You can enroll and study the content for free and only pay € 49 if you want to do the assignments and receive a certificate of completion.


What will you learn in this program?

  • Different concepts related to strategy and its implications in tourism: Competitive strategy, competitive advantage and corporate strategy.
  • Basic concepts and tools on financial accounting and its mechanics.
  • Big data and its importance in the travel sector.
  • The importance of operations management in business financial performance and sustainability in the tourism industry.
  • Digital transformation and innovation for the tourism industry.
  • How marketing is changing and what tools you can use under the domain of digital marketing.

    This program is suitable for professionals and individuals seeking to learn introductory concepts and expand their knowledge on tourism industry management.

    Whether you are growing in your company (or any other company), or are undertaking a venture as an entrepreneur in the tourism industry you need to have a minimum of management knowledge to add value in your position or to lead your business.

    This is achieved through a 100% online training course with short videos with professors, readings, exercises and assignments in each module.


    This Massive Open Online Course has an estimated duration of between 8 to 10 hours. We recommend at least two hours per week of study time to allow you to cover all of the content in four weeks.

    The format is 100% flexible as the MOOC has been designed to follow a self-paced methodology. It has been divided into five sections, each developing basic concepts of the core management areas: Strategy, finance, digital marketing, operations management and digital transformation and innovation.

    At the end of the course, and if you have enrolled paying the fee, you will have access to an assessment. If you approve this test, you will get the MOOC certificate from the Tourism Online Academy.

    Alvaro Carrillo de Albornoz

    Professor of Strategy

    He is an executive with a broad experience related with innovation management, and projects in energy and tourist sectors. Besides, wide experience in organizational and strategy matters. Nowadays he is a Managing Director at Instituto Tecnológico Hotelero - ITH.

    Kevin Sigliano

    Professor of Marketing

    A managing partner at Good Rebels, and a professor at IE Business School. He has over 15 years of experience working in management consulting firms, including PWC Consulting and IBM BCS. As an entrepreneur, Kevin has launched numerous startups; over the last 10 years, he has been involved in the international development of smart cities and the digital signage company,

    Virginia Bombín

    Professor of Finance

    She is a Finance Professor at both IE Business School and Financial Times IE Corporate Learning Alliance. She also enjoys participating in business projects leading the financial planning as well as assessing the financial well-being of companies.

    Luis Solís

    Professor of Operations Management

    He holds a PhD in Manufacturing Management and Engineering, University of Toledo, Ohio (USA). He has gained a number of teaching awards and is welcomed as a visiting professor at universities in countries such as Mexico, Belgium, France, China, Colombia, Guatemala, El Salvador, Costa Rica, Nicaragua, Spain and the US.

    Konstantina Valogianni

    Professor of Innovation&Technologies

    She is a Professor in Information Systems at IE Business School - IE University. She is teaching graduate level courses related to Technology and Innovation, as well as Digital Transformation. Prof. Valogianni holds a PhD in Information Systems from Rotterdam School of Management, during which she specialized in designing machine learning algorithms for sustainability, and specifically electric vehicle charging. She is the recipient of several impact awards and EU grants for her work in designing machine learning algorithms. Her work has appeared in journals and conference proceedings.

    Enrollment process

    Click on Enroll once and then click on checkout/view cart.

    If you would like to obtain a certificate of completion, please enroll in Get Certified: Introduction to Tourism-Industry Management after finishing the MOOC.

    Request more information

    If you would like to enroll multiple users or need more information about this course, please contact us!