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Advanced Postgraduate Diploma in Business Tourism Valencia

Develop your potential in the thriving corporate events' industry with a specialized programme that prepares you to lead from conceptualization to execution of a business event.

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Tourism Management Master Degree

The Advanced Postgraduate Diploma in Business Tourism at Universidad Europea in Valencia is a 6-month programme that will equip you will the knowledge and skills needed to lead in the ever-growing tourism sector.

The MA in Tourism focuses on and analyses in detail the different types of business events, their main clients and the entire ecosystem that turns business tourism into an economic and development driver for different destinations. With a practical approach to learning, you will spend time in companies within the tourism sector and work on real cases with leading experts in the industry. By choosing to study in Valencia, you’ll be able to learn, live, and study in a key city for Spanish tourism and in one of the most important countries worldwide in terms of tourism numbers – 12 million visitors are expected in 2024, up from eight million in 2022.

Valencia 30 ECTS
Start: 15 nov. 2024 Title issued by Universidad Europea de Valencia
6 months School of Social Sciences and Communication
Private degree

Why study the Advanced Postgraduate Diploma in Business Tourism?

Specialisation in the most viable sector of tourism

The corporate and business events sector is recognized as the most viable for a number of reasons: It contributes to the deseasonalisation of tourism; it generates a significant economic impact, with business tourists spending 30% more than leisure tourists, according to data from the Spain Convention Bureau; and it promotes job creation by integrating different actors in the organization of congresses.

World-renowned speakers

We will have renowned speakers, such as Rob Davidson, author of practically all the works of reference in the business tourism sector and responsible for several years for the trend report of the IBTM trade fair in Barcelona. We will also count on the participation of presidents of the most important associations in the sector (MPI, AEVEA, OPC, IDEMICE) and leaders in interrelated sectors such as hotels, congress centers, fairs and DMCS, Convention Bureaus, among others.

International focus

Training is conducted entirely in english, ensuring an international focus and preparing students to excel in a globalized environment. This bilingual approach helps improve language skills and ensures a competitive advantage in the job market.

Specialised approach

The postgraduate course analyses in detail the different types of business events, their main clients and the entire ecosystem that turns business tourism into an economic and development driver for destinations.

Challenge based learning

Learn in a practical way with our experiential learning methodology, working on real cases.

Prepare yourself in one of the leading countries for business tourism

According to data from the International Congress and Convention Association (ICCA) in the 2022 congress tourism ranking, Spain is the second-ranked country in the world in the organization of corporate and business meetings and events.

Spain has a well-developed tourist infrastructure, a pleasant climate, a rich cultural offering and international connections. Cities such as Barcelona, Madrid, Valencia and Malaga are known for hosting renowned business events, which has consolidated Spain's position as a key player in this segment of international tourism. Spain's ability to combine modern facilities with tourist and cultural attractions has made it an attractive destination for a wide variety of corporate and professional events.

The national and international meetings' industry demand study highlights that Spain received almost eight million business tourists in 2022, an increase of 23.1% on the previous year, and is expected to reach 11.47 million in 2024.

Study plan

Introduces the fundamental concepts of MICE tourism, which is highly lucrative and essential to understanding its dynamics and potential. It includes a historical analysis of the sector and the profiles of participants in MICE events.

The elements of the value chain are highlighted, and challenges and opportunities are analyzed, especially in the post-COVID-19 context, offering a solid understanding of MICE tourism at the international level.

This module is essential for understanding business tourism in its global context as a tourism specialization. It prepares us to continue evolving in the sector by addressing three fundamental trends: bleisure, sustainability, and the Sustainable Development Goals (SDGs).

This module provides a deep understanding of these emerging trends and their impact on the industry, allowing us to adapt and advance in the field of business tourism effectively.

In this module, we explore the various stakeholders involved in the business tourism sector. These include Convention Bureaus, Conference Centers, and other key players such as Destination Management Companies (DMCs), Professional Congress Organizers (OPCs), INcore, and Agencies. Additionally, we delve into Bidding Processes, Competitions, and Economic Profitability.

Understanding the detailed description of each stakeholder allows us to grasp the intricate network upon which this specific tourism sector relies. Recognizing their importance and interrelations is crucial for achieving economic profitability in the industry.

This module focuses on the "M" aspect of MICE, which encompasses meetings. It explores different types of corporate meetings, corporate protocol, and how to design a meeting using the Canvas model. Additionally, it analyzes communication in the context of corporate meetings and introduces associationism through organizations such as MPI and ICCA, along with an illustrative case study.

This module delves into the "I" aspect of MICE, focusing on incentives. It begins by defining what constitutes an incentive and provides background knowledge in psychology and social psychology relevant to understanding them. Then, it explores various designs of incentives and examines how the COVID-19 pandemic has affected relationships between companies and their workforce, leading to the emergence of new forms of motivation. Additionally, it discusses associationism through associations such as Idemice and presents a case study to illustrate effective incentive strategies.

This module focuses on conferences and congresses within the MICE framework. It begins by defining what constitutes a congress or convention, differentiating between academic conferences and those organized by associations. The module examines the unique characteristics and purposes of both types. Additionally, it explores the role of associationism in the MICE industry, with a particular focus on Professional Congress Organizers (PCO). A case study is presented to illustrate effective practices in associationism within this context.

This module focuses on exhibitions and events within the MICE framework. It analyzes the case of Feria Valencia as a model of successful venue, as well as the process of winning the bid for the 2027 Belgrade Universal Exhibition. It also explores the concept of co-creation in festivals and the role of volunteering in events. The importance and management of musical events are examined. Additionally, the topic of associationism is addressed through AEVEA (Association of Event Companies), and a case study is presented to illustrate effective practices in this area.

This module focuses on cross-cutting aspects of the meetings industry. It addresses the importance of event security, the role of volunteering and sponsors through a notable example such as the Valencia Marathon. It explores the significance of understanding multiculturalism in both team management and adapting to attendees, along with technology in the post-COVID-19 era. The module also analyzes the role of strategic suppliers such as interpretation and translation services through a case study.

This module offers the opportunity to leave the classroom with various visits: These practical visits allow participants to put acquired knowledge into practice and establish key contacts in the MICE field. By attending the most relevant sector fair in Spain and visiting prominent venues in Valencia, participants gain a deeper understanding of the industry and establish valuable connections for their future professional careers.


Career opportunities

The postgraduate course offers a wide range of professional opportunities in different areas of the sector:

  • Director of corporate events.
  • Director of the events and communication department.
  • Consultant in areas related to marketing, events, sustainability or management of tourism companies.
  • Consultant for companies.


Start your future at Universidad Europea

Choosing what to study is one of the most important decisions, so we have a process and an advisory team that will help guide you on this path.

In 3 steps you can become a student at Universidad Europea.


Entrance exams.

Start your process by calling 961043883 or request information and our advisors will contact you.


Reservation of place.

Once you have been admitted, you will be able to pay your reservation fee to guarantee your place.



Submit the necessary documentation to formalize your enrollment.

Scholarships and financial aid

We want to help you. If you want to study at the Universidad Europea, you will have at your disposal a wide selection of own and official scholarships.

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  • Maria Sánchez de Mora
    Programme director.
    PhD candidate, Bachelor’s in Tourism and in Advertising and PR
  • Daniel Delmas Martin, PHD.
    D. in Communication Sciences and specialist in protocol and events.
    Project Manager Education
    European Hematology Association (EHA)
  • Ivana Rihova, PHD
    PhD in Tourism and Tourism Management. Bournemouth University,
    Expert in sustainable festival management and volunteerism.

Academic quality

As part of its strategy, the University has an internal quality plan whose objective is to promote a culture of quality and continuous improvement, and which allows it to face future challenges with the maximum guarantee of success. In this way, it is committed to promoting the achievement of external recognitions and accreditations, both nationally and internationally; the measurement and analysis of results; simplification in management; and the relationship with the external regulator. versidad Europea has achieved the maximum score of five stars in employability, teaching, facilities and social responsibility.