Learn how to develop and manage a tourism business online — from electronic travel agencies, booking systems and digital customer relationships to marketing automation, newsletters, Google Ads and Meta Ads campaigns, SEO, GEO, UX and A/B testing.
Key skills
Duration
6 semesters (3 years)
Start of recruitment
1 May 2026
Mode of study
Hybrid weekend format — 2 weekends per month: one online and one on campus. Live classes are delivered via WEBEX / MS Teams, with learning materials available on the e-learning platform 24/7.
*Studies using distance-learning methods — pursuant to § 12 of the Regulation of the Minister of Science and Higher Education of 27 September 2018 on degree programmes.
On-campus weekends. Classes are held from Friday to Sunday, on average twice a month, with direct contact with lecturers.
Classes are held on campus and concentrated into 3 days per week, leaving time for work, personal interests and additional professional experience.
Why choose this specialisation?
This specialisation teaches you how to navigate the digital tourism market, work with electronic travel agencies, business applications and online customer relationships. You also develop practical digital-marketing skills in automation, paid campaigns, SEO, GEO, UX and analytics.
Design offers, booking processes and digital purchase journeys.
Learn to automate customer communication, segmentation, newsletters and post-purchase messaging.
Learn how to use Google Ads and Meta Ads for hotels, travel agencies, destinations and tourist attractions.
Optimise tourism offers for search engines and AI-generated answers.
Combine live online classes with selected on-campus sessions. Study flexibly while continuing to work, complete internships and develop e-commerce projects.
View study modesBook a campus visit, explore the University, meet our lecturers and discuss your study options.
The programme covers the digital tourism market, electronic travel agencies, information security, business applications, virtual tourism enterprises and online customer relationship management. It also develops contemporary digital-marketing skills in automation, paid campaigns, newsletters, SEO, GEO, UX, customer journey design, analytics and A/B testing.
Explore digital-market players, online sales models for tourism services and the operating principles of virtual businesses.
Learn how electronic travel agencies, booking systems, online offers and digital customer service operate.
Learn to plan paid campaigns for hotels, travel agencies, destinations and tourist attractions.
Develop practical skills in customer-contact automation, segmentation, message workflows and post-purchase communication.
Learn how to build direct customer relationships through newsletters, databases, personalisation and digital communication.
Learn how to increase the visibility of tourism offers in search engines and AI-generated answers.
Understand the customer journey from inspiration and offer comparison through booking and repeat engagement with the brand.
Test headlines, forms, offers, advertisements and landing pages to improve conversion performance.
Learn the principles of data protection, information security and responsible practice in e-business.
Marketing, AI and sales in the programme
E-business goes far beyond a website. It is an integrated system of paid advertising, visibility in search engines and AI tools, newsletters, automation, CRM, UX, customer journey management, analytics and A/B testing.
Practical areas
From website visit to booking
Approach the offer as a complete sales process: advertising, website visit, comparison, newsletter, return visit, booking and post-purchase communication.
SEO, GEO, paid advertising and content that make an offer easier to discover.
UX for websites, forms, booking systems and sales messages.
Newsletters, automation and direct customer communication.
Analytics, A/B testing and data-driven decision-making.
Practical competencies in online sales and digital marketing for tourism products and services.
E-business in tourism prepares you for roles in travel agencies, hotels, leisure facilities, marketing agencies, booking platforms and your own online ventures.
Develop the online sales of tourism products and services.
Manage campaigns, content and promotional activities for tourism offers.
Manage sales, offers, website traffic and conversion across booking platforms.
Build communication workflows, newsletters and audience segmentation.
Create and develop tourism products distributed through digital channels.
Develop your own online project, brand, blog, platform or tourism offer.
Additional benefits
This specialisation develops not only digital skills, but also a strong business mindset: how to attract customers, build trust, convert interest into a purchase and maintain the relationship after booking.
Work with practical examples from tourism, hospitality, e-commerce and marketing.
Learn to use digital applications in real business environments.
Develop skills in customer service, automation and digital communication with tourists and hotel guests.
Understand the importance of data, information security and trust in online business.
Developing future leaders
An individual meeting, support from a personal mentor and sessions with industry experts help you connect your studies with practical experience and a clear career plan in digital tourism.
Explore the leadership development pathway arrow_forwardCareer advisor
Personal mentor
Expert sessions
Career path
Choose from full-time, part-time and part-time online study. Flexible organisation makes it easier to combine your degree with work and practical experience in digital tourism.
Part-time online / hybrid *
Plan for 2 weekends per month: one weekend of live online classes and one weekend of on-campus classes.
Live classes delivered via WEBEX / MS Teams.
Regular online contact with lecturers and your study group.
Learning materials available on the e-learning platform 24/7, including course notes, presentations, videos and podcasts.
Weekends — on campus
Attend 8 on-campus weekends per semester and benefit from direct contact with lecturers.
Classes are held from Friday to Sunday, on average twice a month.
Friday 16:00–21:00, Saturday 8:00–19:00, Sunday 8:00–17:00.
On-campus study supports lasting relationships and valuable professional connections.
On campus
Classes are concentrated into 3 days per week, leaving the remaining days for work, internships, additional skills and personal interests.
A traditional on-campus format with space for new academic and professional opportunities.
A strong academic community and opportunities for building genuine relationships.
Professional development, practical experience, broader perspectives and valuable contacts.
There is no obligation to enrol. We will help you choose the specialisation and mode of study that best match your plans.
Admissions 2026/2027
Recruitment for the E-business in tourism specialisation is open. Apply today to secure your place.
It is a specialisation focused on online sales, the digital tourism market, electronic travel agencies, booking systems, digital marketing and online customer relationship management.
It is designed for people who want to develop online tourism sales, manage campaigns, automate communication, design customer journeys and work with data.
The first-degree programme lasts 6 semesters.
Yes. The programme is available in full-time, part-time and part-time online formats.
Yes. Students learn customer-contact automation, newsletters, CRM, audience segmentation and post-purchase communication workflows.
Yes. The programme emphasises paid-campaign planning for hotels, travel agencies, attractions, destinations and tourism services.
Yes. You learn to optimise tourism offers for search engines and structure content and information for AI-generated answers.
Yes. The programme includes customer-journey mapping, optimisation of landing pages, forms and booking processes, as well as testing different message variants.
Online sales, tourism e-commerce, marketing automation, newsletters, Google Ads, Meta Ads, SEO, GEO, UX, customer journey, A/B testing and digital analytics.
Career options include Online Sales Specialist, E-commerce Manager in Tourism, Digital Marketing Specialist in a Travel Agency, Marketing Automation Specialist and e-entrepreneur.
Yes. The specialisation covers responsible handling of customer data, information security and trust in e-business.
Recruitment for the 2026/2027 academic year opens on 1 May 2026.
Still have questions? Contact the Admissions Office.
E-business in tourism is a practical specialisation for candidates interested in developing online tourism sales, e-commerce, marketing automation, paid advertising, SEO, GEO and digital customer journeys.
The tourism customer journey increasingly begins online — in a search engine, maps, social media, a newsletter, comparison platform or booking system. The specialisation explains how the digital tourism market operates, how to present an offer online, support the booking process and build customer trust before purchase.
Direct customer communication is one of the key elements of e-business. Students learn how to segment audiences, design newsletters, create automated message workflows, follow up on offers and abandoned enquiries, and maintain customer relationships after booking.
Tourism e-business depends on visibility. The programme therefore places strong emphasis on Google Ads, Meta Ads, SEO for tourism offers, search-engine visibility, optimisation for AI-generated answers and analysis of user intent. Students learn not only individual tools, but the complete customer-acquisition process.
Effective online sales depend on a seamless user experience. Students learn customer-journey mapping, landing-page, form and booking-path design, A/B testing and data analysis. This enables them to improve conversion and make decisions based on measurable results rather than intuition.
Learn how to develop and manage a tourism business online — from electronic travel agencies, booking systems and digital customer relationships to marketing automation, newsletters, Google Ads and Meta Ads campaigns, SEO, GEO, UX and A/B testing.
Key skills
Duration
6 semesters (3 years)
Start of recruitment
1 May 2026
Mode of study
Hybrid weekend format — 2 weekends per month: one online and one on campus. Live classes are delivered via WEBEX / MS Teams, with learning materials available on the e-learning platform 24/7.
*Studies using distance-learning methods — pursuant to § 12 of the Regulation of the Minister of Science and Higher Education of 27 September 2018 on degree programmes.
On-campus weekends. Classes are held from Friday to Sunday, on average twice a month, with direct contact with lecturers.
Classes are held on campus and concentrated into 3 days per week, leaving time for work, personal interests and additional professional experience.
Why choose this specialisation?
This specialisation teaches you how to navigate the digital tourism market, work with electronic travel agencies, business applications and online customer relationships. You also develop practical digital-marketing skills in automation, paid campaigns, SEO, GEO, UX and analytics.
Design offers, booking processes and digital purchase journeys.
Learn to automate customer communication, segmentation, newsletters and post-purchase messaging.
Learn how to use Google Ads and Meta Ads for hotels, travel agencies, destinations and tourist attractions.
Optimise tourism offers for search engines and AI-generated answers.
Combine live online classes with selected on-campus sessions. Study flexibly while continuing to work, complete internships and develop e-commerce projects.
View study modesBook a campus visit, explore the University, meet our lecturers and discuss your study options.
The programme covers the digital tourism market, electronic travel agencies, information security, business applications, virtual tourism enterprises and online customer relationship management. It also develops contemporary digital-marketing skills in automation, paid campaigns, newsletters, SEO, GEO, UX, customer journey design, analytics and A/B testing.
Explore digital-market players, online sales models for tourism services and the operating principles of virtual businesses.
Learn how electronic travel agencies, booking systems, online offers and digital customer service operate.
Learn to plan paid campaigns for hotels, travel agencies, destinations and tourist attractions.
Develop practical skills in customer-contact automation, segmentation, message workflows and post-purchase communication.
Learn how to build direct customer relationships through newsletters, databases, personalisation and digital communication.
Learn how to increase the visibility of tourism offers in search engines and AI-generated answers.
Understand the customer journey from inspiration and offer comparison through booking and repeat engagement with the brand.
Test headlines, forms, offers, advertisements and landing pages to improve conversion performance.
Learn the principles of data protection, information security and responsible practice in e-business.
Marketing, AI and sales in the programme
E-business goes far beyond a website. It is an integrated system of paid advertising, visibility in search engines and AI tools, newsletters, automation, CRM, UX, customer journey management, analytics and A/B testing.
Practical areas
From website visit to booking
Approach the offer as a complete sales process: advertising, website visit, comparison, newsletter, return visit, booking and post-purchase communication.
SEO, GEO, paid advertising and content that make an offer easier to discover.
UX for websites, forms, booking systems and sales messages.
Newsletters, automation and direct customer communication.
Analytics, A/B testing and data-driven decision-making.
Practical competencies in online sales and digital marketing for tourism products and services.
E-business in tourism prepares you for roles in travel agencies, hotels, leisure facilities, marketing agencies, booking platforms and your own online ventures.
Develop the online sales of tourism products and services.
Manage campaigns, content and promotional activities for tourism offers.
Manage sales, offers, website traffic and conversion across booking platforms.
Build communication workflows, newsletters and audience segmentation.
Create and develop tourism products distributed through digital channels.
Develop your own online project, brand, blog, platform or tourism offer.
Additional benefits
This specialisation develops not only digital skills, but also a strong business mindset: how to attract customers, build trust, convert interest into a purchase and maintain the relationship after booking.
Work with practical examples from tourism, hospitality, e-commerce and marketing.
Learn to use digital applications in real business environments.
Develop skills in customer service, automation and digital communication with tourists and hotel guests.
Understand the importance of data, information security and trust in online business.
Developing future leaders
An individual meeting, support from a personal mentor and sessions with industry experts help you connect your studies with practical experience and a clear career plan in digital tourism.
Explore the leadership development pathway arrow_forwardCareer advisor
Personal mentor
Expert sessions
Career path
Choose from full-time, part-time and part-time online study. Flexible organisation makes it easier to combine your degree with work and practical experience in digital tourism.
Part-time online / hybrid *
Plan for 2 weekends per month: one weekend of live online classes and one weekend of on-campus classes.
Live classes delivered via WEBEX / MS Teams.
Regular online contact with lecturers and your study group.
Learning materials available on the e-learning platform 24/7, including course notes, presentations, videos and podcasts.
Weekends — on campus
Attend 8 on-campus weekends per semester and benefit from direct contact with lecturers.
Classes are held from Friday to Sunday, on average twice a month.
Friday 16:00–21:00, Saturday 8:00–19:00, Sunday 8:00–17:00.
On-campus study supports lasting relationships and valuable professional connections.
On campus
Classes are concentrated into 3 days per week, leaving the remaining days for work, internships, additional skills and personal interests.
A traditional on-campus format with space for new academic and professional opportunities.
A strong academic community and opportunities for building genuine relationships.
Professional development, practical experience, broader perspectives and valuable contacts.
There is no obligation to enrol. We will help you choose the specialisation and mode of study that best match your plans.
Admissions 2026/2027
Recruitment for the E-business in tourism specialisation is open. Apply today to secure your place.
It is a specialisation focused on online sales, the digital tourism market, electronic travel agencies, booking systems, digital marketing and online customer relationship management.
It is designed for people who want to develop online tourism sales, manage campaigns, automate communication, design customer journeys and work with data.
The first-degree programme lasts 6 semesters.
Yes. The programme is available in full-time, part-time and part-time online formats.
Yes. Students learn customer-contact automation, newsletters, CRM, audience segmentation and post-purchase communication workflows.
Yes. The programme emphasises paid-campaign planning for hotels, travel agencies, attractions, destinations and tourism services.
Yes. You learn to optimise tourism offers for search engines and structure content and information for AI-generated answers.
Yes. The programme includes customer-journey mapping, optimisation of landing pages, forms and booking processes, as well as testing different message variants.
Online sales, tourism e-commerce, marketing automation, newsletters, Google Ads, Meta Ads, SEO, GEO, UX, customer journey, A/B testing and digital analytics.
Career options include Online Sales Specialist, E-commerce Manager in Tourism, Digital Marketing Specialist in a Travel Agency, Marketing Automation Specialist and e-entrepreneur.
Yes. The specialisation covers responsible handling of customer data, information security and trust in e-business.
Recruitment for the 2026/2027 academic year opens on 1 May 2026.
Still have questions? Contact the Admissions Office.
E-business in tourism is a practical specialisation for candidates interested in developing online tourism sales, e-commerce, marketing automation, paid advertising, SEO, GEO and digital customer journeys.
The tourism customer journey increasingly begins online — in a search engine, maps, social media, a newsletter, comparison platform or booking system. The specialisation explains how the digital tourism market operates, how to present an offer online, support the booking process and build customer trust before purchase.
Direct customer communication is one of the key elements of e-business. Students learn how to segment audiences, design newsletters, create automated message workflows, follow up on offers and abandoned enquiries, and maintain customer relationships after booking.
Tourism e-business depends on visibility. The programme therefore places strong emphasis on Google Ads, Meta Ads, SEO for tourism offers, search-engine visibility, optimisation for AI-generated answers and analysis of user intent. Students learn not only individual tools, but the complete customer-acquisition process.
Effective online sales depend on a seamless user experience. Students learn customer-journey mapping, landing-page, form and booking-path design, A/B testing and data analysis. This enables them to improve conversion and make decisions based on measurable results rather than intuition.
