Food & Wine Tourism

As part of the Fooder project, the University of Modena Reggio Emilia offers a Professional Master’s Programme in Food & Wine Tourism, providing advanced training opportunities in both the Food and Wine and the Tourism sectors.

September 2024 – June 2025

Modena

15/20

Deadline to apply
2024/06/05 23:59:00

PROGRAMME TYPE

I level Master (60 ECTS)

LANGUAGE

English

WEEK-END FORMULA

Friday and Saturday

COST

8.500€

Students will pay only 2.500€

TEACHING

Experiential

STUDY TRIP

5 days

Professional Master Programme in Food & Wine Tourism

As part of the Fooder project, the University of Modena Reggio Emilia offers a Professional Master’s Programme in Food & Wine Tourism, providing advanced training opportunities in both the Food and Wine and the Tourism sectors.

The study program is taught entirely in English and will cover various aspects of this field in detail. In-person classes will take place on weekends starting in February. Moreover, students will be able to intern at affiliated companies and associations from July to December. The class size will be limited to a maximum of 25 students, who will be selected based on their CVs and motivation letters, followed by an introductory interview. The Call description (available at this link) 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. The Food and Wine Master Programme is now welcoming a broader range of students who have completed a three-year degree programme. Those who hold a degree in agri-food will be assigned to deliver the first assessment module in Management. On the other hand, students with a three-year qualification in economic-humanistic areas will attend the Agri-food Module.

General context and the need for advanced training in the tourism and Food & Wine sectors

Tourism is a major economic driver for Italy, employing more than 1.5 million people. In the past two years, the tourism sector in Emilia-Romagna, the Food & Wine heart of the country, has seen significant growth. The region has welcomed nearly 5 million tourists, including 3.6 million Italians and 1.2 million foreigners. Holidays and Food & Wine experiences have become increasingly popular, with Italy experiencing a 37% increase in food & wine tourism since 2016, welcoming 9.6 million tourists in 2023. As a result, there is a growing need for qualified academic training in Food & Wine tourism, and the Professional Master Programme in Food & Wine Tourism addresses this need.

The objective of the Food and Wine Tourism Master course is to train professionals who can create, design, implement, and manage experiential tourism products related to Food & Wine. These products will have diverse expressions and they will help to promote tourism in different types of organizations such as:

  • Tour Operators and Travel Agencies
  • Agri-food consortia and Food & Wine associations that promote their territory and its typical products
  • Agri-food and Food and wine companies that can establish experiential paths on the local and national gastronomic and oenological processes and products
  • Institutions and other local bodies that develop policies and promotional activities for integrated and territorial tourism
  • Tourism promotion service companies and other firms that provide support for tourist activities in general.

Upon completion of the Professional Master Programme in Food & Wine Tourism, you will acquire the necessary skills to:

  • Conduct analyses of territorial and corporate contexts to identify and comprehend the conditions, opportunities, and prospects of the tourism sector in a specific territorial and entrepreneurial setup.
  • Identify and evaluate the most effective tourism products based on the context, resources, and market to implement the most suitable options.
  • Develop coherent tourist products by interpreting local conditions through ad hoc analytical indicators.
  • Manage every aspect of demand, flows, logistics, and personnel arising from the activated tourism offer.
  • Collaborate with public and private stakeholders to operate from a network perspective in conjunction with the local chain.
  • Establish and oversee communication with appropriate methods and tools.
    Implement the most effective operational strategy by using modern technologies to support strategic planning and carry out careful management control of the tourist activity.

The following are the skills and knowledge required to analyze and evaluate the potential of new tourism activities, or revise existing ones, with a focus on the food and wine industry.

  • Theoretical and methodological knowledge and implementation skills for analyzing territorial and corporate contexts.
  • Understanding of the evolution of tourist demand across various segments and the ability to choose between options based on the best conditions required in each case.
  • Ability to apply concepts and best practices for designing appropriate tourism products.
  • Knowledge and expertise in applying methods and tools for planning and managing tourist flows and integrating them at the territorial level.
  • Ability to organize personnel involved in the tourism sector.
  • Proficiency in cross-cutting skills such as teamwork, communication, learning, and using the English language.
  • Ability to use customer analysis tools and methods and develop communication best practices to build long-term relationships with customers.
  • Understanding and application of management control tools and interpretative methods.

The Master programme is structured into 1500 hours, for a total of 60 CFU:

  • 252 hours of lectures;
  • 37 hours of experiential and practical activities;
  • 500 hours of internship;
  • 100 hours for the final test;

Language: English

September 2024 – June 2025

Modena – Fondazione Marco Biagi – Largo Marco Biagi 10 (Viale Storchi 2)

60CFU (1500 hours)
In presence: Friday and Saturday
10.00 a.m. to 1.00 p.m. and from 2.00 p.m. to 6.00 p.m.

CV + motivation letter

8.500€ For this year, students will pay only 2.500€ thanks to the Emilia-Romagna Region’s contribution

Course president: Prof. Emiro Endrighi

Teaching Coordinator: Prof. Francesca De Canio

15/20