MSc International Tourism and Events Management

Available as a One Year Masters or a Two Year (with Professional Practice) Masters.

Tourism and events are among the fastest-growing sectors in the global economy* with destinations adopting event-led tourism strategies as a means to enhance location awareness and reputation and to bring about positive social and economic impact. This is an exciting time for events specialists and tourism specialists to combine their skills and become part of this movement.

Informed by industry demand and the vast array of job opportunities available, Glasgow Caledonian University's MSc International Tourism and Events Management programme delivers the practical and technical experience that you need to maximise the opportunities this growing sector has to offer.

You'll enjoy a truly international experience, with the chance to network, volunteer and work in industry with guest lectures from those currently leading in this sector.

*UNWTO, 2015

  • Developing an understanding of real world issues from a UK and global perspective, identifying responsible decision making and ethically driven behaviours
  • Gaining practical skills through an industry work placement and field trips
  • Enhancing digital skills in key communication areas, such as marketing, project management and visual presentations
  • Modules: Applied Professional Practice; Delivering Dynamic Destinations; Ethics, Governance and Responsible Leadership; Event Planning and Management; Finance and Economics for the Events and Tourism Industry; International Marketing Planning and Strategy; Strategic Event Tourism Management; Tourism and Events Experiences; Masters Research Project.

Download the Programme Specification for a detailed breakdown of its structure, what you will learn and other useful information.

Our two-year masters courses give you the chance to develop your knowledge and professional skills with an extended  work placement. 

You'll experience all the benefits of a regular masters, but with the additional advantage of a further professional practice placement over two trimesters. You'll be fully supported and prepared for your placement, and graduate with significant work experience, in-depth knowledge and understanding of your chosen sector. Find out more about the benefits of a two-year masters study.

September 21 applications can only be accepted from students from Scotland, England, Wales, Northern Ireland and the Republic of Ireland.

Study Options

  • 2021/22


Mode of study


Start date


Full Time
2 Years
31 Jan 2022
GCU Glasgow
Full Time
16 Months
31 Jan 2022
GCU Glasgow
Full Time
2 Years
28 Sep 2021
GCU Glasgow
Full Time
1 Year
28 Sep 2021
GCU Glasgow
Award Mode of study Duration Start date Location  
MSc Full Time 2 Years 31 Jan 2022 GCU Glasgow Enquire Apply
MSc Full Time 16 Months 31 Jan 2022 GCU Glasgow Enquire Apply
MSc Full Time 2 Years 28 Sep 2021 GCU Glasgow Enquire Apply
MSc Full Time 1 Year 28 Sep 2021 GCU Glasgow Enquire Apply

All entry requirements listed here should be used as a guide and represent the minimum required to be considered for entry. Applicants who are made a conditional offer of a place may be asked to achieve more than is stated.

Minimum academic requirement

UK honours degree 2:2 (or equivalent) in any subject area.

English language

Academic IELTS score of 6.0 (or equivalent) with no element below 5.5.

Please note: if you are from a majority English speaking country, you may not be required to provide further proof of your English Language proficiency.

Additional information

Other academic and vocational qualifications

Each application to GCU is considered on an individual basis. If you do not have the typical academic entry qualifications, but can demonstrate relevant work experience and/or credits from recognised professional bodies, you may be eligible to enter this course via the University's Recognition of Prior Learning scheme.

International pathways

The tuition fees you pay are mostly determined by your fee status. What is my student fee status?

Annual full-time tuition fees 2021/22

Home and RUK: £6,000
EU and International: £13,500

Fees are subject to change and published here for guidance only.

Note: These are the fees for our standard masters courses. Fees for our two-year masters with professional practice study option can be found here.

Additional costs

As a student at the University, there are additional fees and costs which may or may not apply to you, but that you should be aware of.

View additional costs


We provide high-quality education for a fair price; as the University for the Common Good, we are committed to offering accessible higher education for talented students by keeping our tuition fees low and providing a generous scholarship package of £2 million per year.

View our postgraduate scholarships.

Delivering Dynamic Destinations

You will gain a critical understanding of the conceptual development of a destination and learn about the role of different events as a sustainable strategy for developing destinations. You will gain an appreciation of the importance of all stakeholders in developing the 'competitive' destination and be able to critically evaluate the role of people, competition, technology and innovation in driving competitive advantage at the 'glocal' level. Case studies are used to illustrate concepts and theories from real world examples.

Tourism and Events Experiences

You will critically examine the concept of experience from a range of perspectives, developing an understanding of its importance within contemporary consumer society. A theoretical underpinning of this topic is provided by focusing on the increasing cultural significance of experiential consumption. You will focus on the creation and development of experiences within tourism and events industry and examine some of the key issues associated with their management. Students will explore the practical application of theory by working with a live client to design and pitch an experience concept to meet set criteria.

Finance and Economics for the Events and Tourism Industry

You will demonstrate the knowledge and key skills needed in financial planning and economic decision making in the tourism and events sector, and be able to analyse critically financial statements and the relationship between cost, profit, assets and liabilities. You will be introduced to financial and management accounting through case studies and the expertise of the GCU Moffat Centre.

Strategic Event Tourism Management

This module will provide you with a theoretical and practical understanding of the strategic role of events in shaping policy and developing sustainable tourist destinations. The module uses case studies of events and festivals with varying levels of national and international influence. You will examine the rationale for utilising events as a strategic driver of tourism at a local, national and international level and learn how to negotiate the competitive bidding environment, and ultimately how to manage these events.

Event Planning and Management

Working with other students you will research, evaluate and propose event concepts and select one to further develop. You will work together to produce an event delivery plan for a live event which the group will go on to deliver. This allows you to put theory into practice and gain an understanding of how events are planned, resourced, delivered and produced, followed by a critical appraisal and evaluation of the whole experience, preparing you for your future career.

International Marketing Planning and Strategy

In this module you will gain insight into the issues facing a brand when moving into international markets and the impact it has on strategic planning to ensure organisational success and a competitive advantage in non-domestic markets. You will be able to put your learning into practice using a computer based marketing strategy simulation, with the task of developing and implementing a marketing strategy for a simulated company and competing in a virtual marketplace.

Ethics, Governance and Responsible Leadership

By examining the private, public and social enterprise sectors, you will be equipped with a set of analytical tools and concepts to drive responsible decision-making, whilst highlighting the difference between compliance and ethically driven behaviours. You will gain a theoretical and practical understanding of real world issues, from a UK and global perspective, and learn from the PRME related principles and the Common Good attributes which are central to this module.

Applied Professional Practice

Following on from the knowledge you have gained in Ethics, Governance and Responsible Leadership and with a focus on self-reflection, in this module you will develop your professional competence by undertaking a professional engagement activity. The link between these two core modules reinforces the significance of ethical and responsible decision making and leadership within your future career.

Masters Research Project

The final element of the programme is the Masters Research Project which provides you with an opportunity to design and undertake a piece of original research. You will apply methods and theories that are commonly used within the field of international tourism and events management and with the support of internationally published literature demonstrate best practice in this field.

With a focus on the importance of both individual and collaborative academic work, your assessments have been designed to give you the opportunity to learn key academic skills including research, analytical skills, communications, cultural awareness and sensitivity, creative and problem solving skills, and critical skills, among many others. Developing these skills through assessment ensures that during your time studying the programme your ability to operate in the global business community is enhanced by building confidence and developing a culture of integrity and responsibility that modern global organisations look for in graduate employees.

The tourism and events sector is a huge employer with a vast array of job opportunities around the world. The programme has been developed alongside industry so that our graduates are in demand and industry ready. Our tourism and events graduates have gone on to succeed in a range of organisations specialising in events management, insights and research and destination marketing.

A recent report by C&IT (2017) shows that employment continues to grow steadily stressing that of the 81% of conference and incentive travel agencies surveyed 84% were expecting to increase their staffing levels in 2017. The programme has been developed alongside industry so that our graduates are in demand and industry ready. Our tourism and events graduates have gone on to succeed in a range of organisations, both in the UK and internationally, securing employment in events management, insights and research and destination marketing.

For example, at Historic Scotland, Hilton Worldwide, Amazon, the Olympics and the Commonwealth Games.

This course has been designed with input from industry experts.
You'll benefit from on-campus events involving employers in the field relevant to this course. 
Students on this course will get the opportunity to hear from guest lecturers.