Tourism represents one of the main driving forces of Italy’s national economy, with more than one and a half million people employed in this sector.
 

Over the past two years, the tourism sector of Emilia-Romagna, the Food & Wine heart of the country, has experienced considerable growth: the Region has welcomed almost 5 million tourists, approximately 3.6 million Italians and 1.2 million foreigners. Holidays and Food & Wine experiences have grown increasingly popular. According to the 2023 Report on Italian Food & Wine Tourism, Italy has enjoyed a 37% increase since 2016, with 9.6 million tourists in 2023.
 

Within this context, the importance of qualified academic training in Food & Wine tourism has grown increasingly evident, and the Professional Masters Programme in Food & Wine Tourism responds to this need.

Established by the University of Modena Reggio Emilia as part of the Fooder project, the Professional Master Programme in Food & Wine Tourism stands out as an excellent advanced training opportunity in the Food & Wine tourism sector.

The study programme is delivered entirely in English and will address in depth and detail the different aspects related to this context. 
Hybrid teaching: Theoretical lessons will be online. One week a month there will be in-person experiential lessons on Friday and Saturday. Furthermore, it will be possible to carry out internships in affiliated companies and associations from April to September 2025.  Those already working in the food or tourism sector can develop a project work within their own company or organization.

The class size will be limited to a maximum of 20 students, who will be selected based on their CVs and other evidence of formal qualifications, followed by an interview with the selection committee and evaluation of English proficiency. The Call for application  provides all the necessary information for interested students.

The Professional Master Programme in Food and Wine Tourism is also accessible to attendees whose course of study is not directly related to Food topics, thanks to the first alignment module. 

Thus, on the one hand, students with at least a three-year degree in agri-food are eligible for the Management Module. On the other hand, the Technical Module is also suitable for students holding a three-year qualification in other economic-humanistic subjects.

The course aims to train professionals capable of conceiving, designing, activating and managing experiential tourism products based on Food & Wine in their diverse expressions.

More specifically, they will be able to operate as a business manager or consultant in different types of organisations, such as:

• Tour Operators and Travel Agencies;
• Agri-food consortia and Food & Wine associations promoting their territory and its different typical products;
• Agri-food and Food and wine companies capable of establishing experiential paths on the local and national gastronomic and oenological processes and products;
• Institutions and other local bodies developing policies and promotional activities for integrated and territorial tourism;
• Tourism promotion service companies and other firms providing support for tourist activities in general.

After attending the Professional Master Programme in Food & Wine Tourism, you will be able to:

• Develop analyses of territorial and corporate contexts to highlight and understand the conditions, opportunities and prospects of the tourism sector within a specific territorial and entrepreneurial scenario;
• Identify and evaluate the best tourism product options according to the context, resources and market to implement the most suitable options;
• Conceive and design coherent tourist products thanks to a correct interpretation of the local conditions through ad hoc analytical indicators;
• Manage every aspect of demand, flows, logistics and personnel arising from the activated tourism offer;
• Interface with public and private stakeholders to operate from a network perspective in collaboration with the local chain;
• Set up and supervise communication with appropriate methods and tools;
• Carry out careful management control of the tourist activity, using the most modern technologies to support strategic planning and implement the most effective operational strategy.

• Theoretical-methodological knowledge and implementation skills for the analysis of territorial and corporate contexts concerning the potential of new tourist activities or the evaluation/revision of existing ones, with particular regard to the food and wine sector;
• Knowledge of the evolution of tourist demand in its different segmentations and the best territorial and corporate context conditions required in each case, with the related ability to apply methods and tools to choose between options;
• Knowledge and ability to apply concepts and best practices for the conception and design of appropriate tourism products;
• Knowledge and ability to apply methods and tools for the planning and management of tourist flows and their best integration at the territorial level;
• Knowledge and implementation skills for the organisation of corporate personnel involved in the tourism sector;
• Familiarity with cross-cutting skills such as the ability to work in a team, communicate and learn, also using the English language;
• Knowledge and ability to use the most appropriate customer analysis tools and methods, developing communication best practices designed to build long-term relationships with customers themselves;
• Knowledge and application of management control tools and interpretative methods.

 Classes will take place in streaming through a dedicated platform starting from November 2024, generally on Fridays and Saturdays. According to a schedule that will be shared, some visits, and experiences at partner companies will be held in person at least one weekend per month.

A 6-day educational trip is planned, approximately in March 2025.