Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face

Universidad de Barcelona


Specialization within Official Master of Tourism Innovation Management
Call for applications: October 2021

With the Specialization in Tourism Management of Cultural and Natural Heritage, you will learn the most relevant aspects of management and innovation linked to a territory's cultural and natural heritage to create and promote memorable tourism projects.

At CETT-UB, we want to provide a solution to the difficulties that the cultural tourism sector is currently facing. These difficulties are produced by changes in consumer habits, digitalization, sustainability, and strong competition between different tourist destinations.

To respond to this new reality, organizations and tourist destinations must incorporate specialists in innovation and creation of tourism products to value their natural and cultural heritage resources.

Do you want to respond to these challenges by taking advantage of cultural and natural heritage resources in an innovative way?

Thanks to the knowledge and skills acquired in this Master's degree:

  • You will create engaging stories to promote the different types of cultural and natural heritage.
  • Thanks to scientific, technological, and management training, you will learn the most relevant aspects of innovation applied to heritage resources management.
  • You will learn all the tools for the promotion and communication of cultural and natural tourism products.
  • You will explore techniques such as storytelling and mediation resources such as interactive museography or edutainment -a new way of learning that combines education and entertainment.
  • You will learn aspects such as inclusion to design experiences suitable for all audiences.
  • You will integrate sustainability as a fundamental pillar of tourism development.

Become a tourism agent and discover how to boost and promote the world of heritage, cultural and natural resources, and design memorable experiences that meet new travelers' needs!

Do you want to study our program online but don't want to miss our face-to-face classes? Our program has the advantage of being taught in blended mode. You will be able to complete 70% of the program online and 30% face-to-face in Barcelona as part of a unique academic stay. Ask our support team for all the details!

Methodolgy and Assesment

The Master's Degree has its own learning system in which you will be the center of the learning process. You will learn thanks to your active participation in the classroom through learning by doing and interaction among students, or own methodologies such as CBL and PBL.


With this specialization, you will learn about the most relevant aspects of innovation applied to heritage resources management. You will acquire scientific, technological, and management training on cultural tourism and its relationship with cultural and natural heritage.

Thanks to the specialization in cultural and natural heritage management, you will understand the concept of heritage as an opportunity for innovation and creativity.

The course subjects will allow you to understand tourism planning, sustainability, communication and marketing, the valorization of heritage resources, and innovation in management models. All of them are strategic elements that contribute to differentiation in a very competitive and dynamic sector.


  • You will create a culture of innovation: you will learn the characteristics of innovation processes to incorporate them into your work culture. All this will guide you towards developing and valorizing new products, services, and tourism projects based on cultural and natural heritage resources' sustainable use.
  • You will create innovative and disruptive experiences: combining digital transformation tools and the latest trends in the sector such as digital museography, virtualization, or the creation of immersive experiences in tourism products associated with culture and the new culture leisure.
  • You will design and communicate memorable differential experiences: thanks to content-oriented design, marketing, and communication of disruptive experiences based on storytelling and storydoing.
  • You will be part of the new generation of tourism leaders: the Master's specialty will provide you with the hard and soft skills necessary to innovate in tourism management to respond to the sector's objectives and challenges in the fields of cultural and natural heritage.
  • Design thinking or the visitor journey: these are tools to develop your creative and teamwork skills while applying the knowledge you have acquired.
  • You will learn to make critical decisions: you will acquire up-to-date knowledge to understand the relationship between the cultural sector and the management of natural resources and the tourism sector.
  • You will learn to integrate culture and natural resources as differential territorial elements, providing you with the fundamental notions for decision-making in tourism management in dynamic and uncertain contexts.
  • You will choose a sector with a future: training in this sector will ensure you a booming professional career. Most of our students find work once they finish the Master's degree or are promoted within their organization or company.


  • You will learn with the best: the Master's has an outstanding teaching staff, with a renowned and established professional and academic background. Besides, active collaborators participate and contribute their experience through case studies.
  • You will acquire a holistic vision of the sector: the course contents, the visits to companies, the training activities of the CETT-UB, its professors, and the collaborators who visit the classroom will make you acquire a comprehensive vision of tourism and its effects on the territory.
  • You will actively participate in the sector's transversal activities such as soft skills sessions, the CETT Smart Tourism Congress Barcelona, the CETT-UB Tourism Observatory, the seminar 'Contemporary Issues in Tourism' or CETT Talent.
  • You will apply your knowledge in real cases: you will practice the knowledge acquired by participating in projects with CETT-UB partner institutions such as the World Tourism Organization, the Barcelona City Council, or the Barcelona Provincial Council.
  • You will know the sector up close: the Master includes many experiential visits to companies, institutions, organizations, and tourist destinations.
  • Some of the institutions that collaborate with the Master's are Casa Vicens, a building by Antoni Gaudí; La Pedrera Foundation, a UNESCO Cultural Heritage Site; the Catalan Tourism Agency; the Catalan Agency for Cultural Heritage; the Creative Tourism Network; Sant Pau Hospital modernist site; Ideal Digital Arts Center; Naturalwalks, a consulting company for El Celler de Can Roca restaurant and Mas Miró de Montroig Foundation.
  • You will create and strengthen your professional network by contacting experts in the tourism sector and your classmates on a national and international scale, which will help you promote your professional career. Besides, the unique CETT Alumni network will allow you to connect with more than 19,000 industry professionals worldwide.
  • Some of the companies where our students have done internships are the Directorate General of Tourism of Catalonia, the Tourism Network, the National Museum of Science and Technology of Catalonia, and the Catalan Agency of Cultural Heritage.


  • A unique official qualification: this is the only Official Master's Degree in Tourism Management Innovation awarded by the University of Barcelona and CETT. Academically recognized in Spain and abroad, which will also give you access to doctoral studies.
  • If you want, you can make a triple specialization, combining the three specialties of the Master: Tourism Management of Cultural and Natural Heritage, Tourism Management of Culinary and Gastronomic Heritage, Tourism Management of Urban Destinations. Do not hesitate to ask!
  • Choose between face-to-face or blended mode, ask us about the blended learning model! The blended model consists of taking the program online and combining it with a face-to-face part in our center in Barcelona at the end of the course.


  • A research-oriented Master's degree: this is the only Master's degree that offers a solid research base based on CETT's Research Groups' extensive trajectory and scientific production. You will have to take two subjects oriented to research methodology.

  • A Master's degree oriented to professional practice that allows you to carry out curricular and extracurricular internships. CETT-UB has more than 900 collaboration agreements to do these internships.

What do our master students think?

Ilaria Coribello
I chose this master's degree because of its practical approach
Ilaria Coribello
Master of Tourism Innovation Management, Tourism Management of Cultural and Natural Heritage


The Specialization in Tourism Management of Cultural and Natural Heritage's general objective is to train you professionally as a specialist with knowledge in innovation to make strategic decisions in organizations, institutions, companies, and tourist destinations linked to cultural and natural heritage.

We want to provide the necessary knowledge to coordinate the different public and private tourism agents involved in the marketing and communication of destinations and cultural tourism destinations and create differential value tourist destinations.

The specific objectives set out are:

  • To provide a professional profile intervene in the different phases of didactic mediation of heritage and its application in the tourism sector.
  • To internalize solid knowledge related to the processes of innovation and disruption in tourism management of cultural and natural heritage.
  • To learn the skills for multi-professional teams that develop projects to promote cultural and natural heritage from cultural tourism.
  • To approach the knowledge of scientific methodology, to correctly apply research tools. To integrate all the interdisciplinary aspects of research and the design of innovative tourism products and services.
  • To provide the instruments and techniques for analyzing and diagnosing current and future strategic challenges in the tourism and cultural sector.
  • Provide the tools to formulate innovative and creative strategies to ensure the competitiveness and sustainability of the sector.


The principal competencies you will develop in this specialty are:

  • Plan marketing and communication strategies and actions for cultural and natural heritage projects.
  • Transform ideas and knowledge into customer value, generating sustainable results for tourism and heritage organizations.
  • Understand the principles of tourism and cultural management, the importance of its socio-cultural and environmental impact.
  • Understand the tourist destination as an integral system where a multitude of variables and factors interact.
  • Design innovative activities and promote and disseminate tourism possibilities based on cultural, natural, and heritage resources.
  • Integrate natural and cultural resources in territorial planning using sustainable criteria.
  • Develop interpretive documents and media to Design cultural tourism projects and produce informative and dissemination material and publications for the public to learn about, understand, and value heritage.
  • Promote activities for the tourism promotion of cultural and natural heritage.
  • Develop and apply innovative methods and tools for the management of tourism and heritage organizations.
  • Analyze and evaluate the tourism potential of cultural resources and the territory to design innovative products, services, and projects.
  • Identify, pose or solve a problem in a relevant and creative way, interpreting and evaluating the results obtained with a critical spirit.
  • Work in teams and in multicultural environments.
  • Master the techniques of oral and written communication for the transmission of information, ideas, and opinions.
  • Develop the ability to adapt to change.
  • Have an ethical commitment.


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face
Fòrum Gatronómic
Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face

Centro de recursos

Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face



The Master's Degree consists of the first block of core subjects in the three specialties, which allows you to lay the foundations of the concept of innovation applied to the tourism sector. In a second block, you will take the subjects specific to the specialization.

itinerario del master con sus especialidades

The Specialization in Tourism Management of Cultural and Natural Heritage focuses on innovation applied to the tourism management of cultural and natural heritage to dynamize a territory through the link between tourism and its tangible and intangible heritage resources.

The study program subjects will allow you to understand the relationship between culture, nature, and tourism as crucial leisure elements in the 21st century. A relationship requires incorporating innovative, sustainable, and inclusive criteria as strategic elements to differentiate in a competitive and dynamic environment.


The curriculum of the Official Master's Degree in Innovation in Tourism Management in any of its specialties has a duration of one academic year equivalent to one year.

The Master's is aimed at all those who want to deepen their knowledge of management and innovation applied to tourism development and enhance cultural and natural heritage. People who want to respond to the new paths that are taking place in the world of culture, management of natural resources, and tourism.

Beyond tourism graduates, the Master's degree is aimed at graduates in other social sciences or humanities and disciplines related to land management such as geography, urban planning, or environmental sciences.

It is also aimed at working professionals who need to prepare themselves for the challenges and trends in tourism, especially tourism technicians who did not have the opportunity to study this discipline due to their professional evolution:

  • Technicians and professionals in management positions

Industry professionals who need to update their professional knowledge and skills and learn about the latest trends and tools that affect their professional specialization.

  • Entrepreneurs and owners of tourism companies

Entrepreneurs and owners who wish to learn more about strategies, techniques, and tools for tourism management, applying the culture of innovation.

  • Entrepreneurs

People interested in developing business projects in this sector, knowing beforehand the keys to success and its risks, and going deeper into the different areas of innovation in management.

  • University graduates

People with a university degree who wish to focus their professional careers and expand their professional contacts in the tourism sector.

Masters 2020

Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face
Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


Photography from: Master in Tourism Management of Cultural and Natural Heritage | CETT-UB | Face to face


At the end of your studies, you will be able to develop your professional career in:

  • Tourist companies specialized in cultural issues.
  • Tourist organizations such as tourist offices, boards of trustees, city councils, county councils, deputations.
  • Cultural spaces for tourist use such as museums, interpretation centers, cultural parks, etc.)
  • Natural areas such as natural parks, nature classrooms, and ecomuseums.
  • Tourist associations
  • Cultural foundations
  • Tourism and cultural consultancies.
Cuales son los ámbitos laborales del master de restauración y hoteleria


The main professional opportunities for our students of this Master's degree are:

  • Cultural tourism manager
  • Cultural manager
  • Heritage interpreter
  • Cultural tourism promoter
  • Guide of cultural and natural spaces
  • Expert and tourist interpreter in the field of culture and heritage.
  • Content creator
  • Responsible for departments of culture and management of natural resources for tourism purposes.
  • Consultant, advisor, coach.
  • Entrepreneur in the fields of tourism management of cultural and natural heritage resources.
  • Professor and researcher

What our alumni says

Isabel Baez
Isabel Baez
SEA Manager Central Europe at AccorHotels (Paris)
Jordi Noguera
Jordi Noguera
Executive Chef & Co-owner, Foc Restaurant (Singapore)
Natalia Mateu
Natalia Mateu
Project Management Office, The Sydney Opera House (Sydney)