Become an expert in strategic management of competitive tourism business!

The study program takes into account the current changes in the tourism, hospitality and leisure industries, which are actively resuming work after the pandemic and offer excellent career opportunities due to the extremely high demand for professionals in the labour market. By studying in the program, you will learn how to strengthen the competitiveness of tourism places, business and other organizations, and how to strategically manage these organizations in times of crisis, post-crisis and uncertainty. 

You can easily combine your studies with your work, as there are both distance and on-site studeis during intensive weeks and study trips.  Intensive weeks are organized once a semester in Latvia and Finland, and integral part of the study is not only a study tour in the Nordic-Baltic region, but also field trips of study courses. During your studies, you will have the opportunity not only to get acquainted with international business experience, but also to identify and get to know potential partners. Thanks to cooperation with Satakunta University College of Applied Sciences, it will be possible to personalize part of the study program by choosing courses according to your professional interests. During the studies, the lecturers will act as consultants in solving your professional problems, actively involving peers and industry professionals in the study process. 

Strengthening competitiveness, strategic management of smart tourism destinations and organizations is addressed through Nordic and Baltic best practice stories, highlighting the potential of modern technology starting from business data analysis to forecasting and product design, change management and resilience and other aspects  while bearing in mind the multidisciplinary perspective. 


The programme offers a possibility to study in a truly international environment. The studies are carried out online, as a blended learning approach, which enables studying also alongside working, and even from overseas. The programme includes intensive weeks once in a semester in Finland or Latvia and field school in the Nordic Baltic region. Travelling to the intensive weeks abroad and field school is not compulsory, but highly recommendable. Travel-related costs are covered by Vidzeme University of Applied Sciences. The language of instruction is English.

"Tourism industry is working in a brand new reality now - in an uncertain, rapidly changing environment and facing very fierce competition. Under these conditions the managers of the destinations an organizations must change the mindset and to build resilient, flexible and competitive organizations which are able to adapt to changes and manage risks dealing with uncertainties."
Linda Veliverronena
programme director

Programme: Master in Tourism Competitiveness Management

Language: Latvian and English (combined)

Duration: full time 1,5 or 2 years (depending on previous education)

ECTS: 90 or 120

Degree: Master's degree of social sciences in tourism and leisure organization 


Degree: Master's Degree of Social Sciences in Tourism and Leisure Organization (ViA)



Until June 8, 2029


1,5 years or 3 semesters (with previously acquired professional qualification);

2 years or 4 semesters (with no professional qualification).


Latvian and English (combined)

TUITION FEES 2023./2024. ACAD.Y.

The information can be found here.



*1 out of 15 supported study places for the 1st year is allocated only for the fall semester of 2023


Lessons are held remotely on Thursdays, remotely or face-to-face on Fridays; field trips - a few times during the semester on Saturdays.


To apply for the Master’s Degree Programme, the applicant needs an applicable Bachelor's degree in social sciences and humanities, commercial sciences and administration, or tourism and leisure organization, cultural management or equivalent education

Knowledge of English: at least B2 level

The assessment of the entrance examination consists of: interview - 40%; Master thesis idea proposal - 40%, weighted average grade in the diploma supplement - 20%.

For applicants whose previous bachelor's degree or equivalent education was not obtained in tourism organization and management or in a related field: written test - 50%; interview - 20%; Master thesis idea proposal - 20%, weighted average grade in the diploma supplement - 10%.

Notice: (when applying for studies, applicants must submit a motivational video in English (<250 MB))


Applicants outside the EU* can submit documents: 01.03.2023.-31.05.2023. 

Applicants from EU / EZZ ** countries can submit documents: 01.03.2023.-18.08.2023. 

Applicants from Latvia*** countries can submit documents: 01.07.2023.-18.08.2023. 

* Applicants from Ukraine can apply for scholarships that fully covers study fee for the academic year 
** Scholarships available that fully covers study fee for the academic year 

*** Scholarships available that fully covers study fee for the academic year 

Apply through


Online entrance examination

Applicants outside EU: 9.06.2023. -10.06.2023.   

Latvia and other EU countries: 23.08.2023.-24.08.2023. 

  • The programme has been developed in collaboration with tourism professionals and experts from Finland and Latvia and is based on the analysis of tourism labour market needs.
  • Studying is strongly connected with working life and the programme is widely based on utilising business case study method which helps to integrate theoretical knowledge with the development of practical skills
  • The best practices and know-how applied in the Nordic-Baltic tourism business environment is integrated with the study programme and reflected by tourism professionals in different countries.

Tourism is a highly vulnerable industry and the recent pandemic crisis has left profound and long-term structural and transformational changes to tourism. However, the tourism industry should convert the crisis to innovation. Recovery and adapting to a new business landscape will require rebuilding tourism competitiveness. The managers in tourism and industry-related organizations need competencies in strategic leadership, crisis and risk management, marketing and selling their products to be able to re-increase their size, market share and profit. Tourism destinations should be capable of managing and organising their resources in an efficient way to re-gain their market position. Vidzeme University of Applied Sciences' study offer addresses this demand, offering education that prepares specialists with skills in:

  • Strategic management & marketing
  • Competitiveness & risk management
  • Business data management & digitalization
  • Product design & sales

The study programme provides future-oriented expertise necessary to manage sustainable and competitive tourism development, to strengthen resilience under the changing circumstances and different types of crises, as well as to strengthen digital competences to succeed in the contemporary world starting from effective business data analysis and forecasts to product development.

The study programme is implemented by:
Vidzeme University of Applied Sciences, Valmiera, Latvia. It has been developed in collaboration with Satakunta University of Applied Sciences, Pori, Finland.