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Faculty of Social Sciences

Sagicor Cave Hill School of Business and Management


Tourism Marketing

Tourism Marketing.png

About the Programme

Interested in a marketing or business development leadership role within the tourism industry? An MSc. Tourism Marketing degree will provide you with the skills necessary to craft strategic marketing and branding plans which reflect contemporary marketplace realities and lay the foundation for competitive advantage in a sophisticated and dynamic industry. 

What Will I Study?

  • Marketing trends in the tourism industry
  • How to position tourism organisations for competitive advantage
  • The challenges facing the tourism and hospitality industry
  • Keys to managing and improving the customer service experience
  • How to identify new international markets and customer segments
  • A range of marketing research approaches
  • The tenets of consumer and vacationing behaviour

Facilities and Resources

Laptop and Textbook Package - A new laptop and textbooks (printed or electronic) are provided for all registered students. The package fee is included in the programme cost, and students are allowed to keep the laptop and all of the course materials on completion of the course of study.


Our Faculty specialises in a wide cross-section of areas related to tourism and hospitality. These areas include sustainable tourism development, post-colonial discourses on tourism, sport tourism, pro-poor tourism, second homes development, medical/health tourism and foreign direct investment in tourism.
Industry Experience

Tourism Lecturer, Dr. Cristina Jonsson, has been involved in tourism strategy and planning across the globe. She served as a regional tourism manager in Sweden, and prepared and executed a tourism master plan. She also worked as a regional tourism development planner in Brazil. More recently, Dr.Jonsson has been instrumental in the development of a sports tourism strategy for Barbados.

The Co-ordinator of the programme, Dr. Sherma Roberts, is Chair of the Tobago Tourism Agency and Deputy Chair of the Barbados Tourism Product Authority. Dr. Roberts was also influential in the development of the Tourism White Paper (2012-2021) for the island of Barbados.

Career Opportunities

Potential roles include:
  • Destination Manager
  • Tourism Marketing Manager
  • Sales and Marketing Manager
  • Events and Catering Manager
  • Area Manager
  • Cruise Manager
  • Tourism Marketing Consultant

Apply now if these career paths interest you!

We accept applications from November 1 to June 30. However, expressions of interest are accepted throughout the year.

Why Study in Barbados

Barbados has maintained an international reputation for excellence in the tourism sector which has allowed it to attract royalty, celebrities and the wealthy from across the globe. Get insight into our tourism marketing strategies, learn how we are able to compete internationally for the tourist dollar and how those skills can be employed internationally.

Save money by completing your graduate degree in 18 months rather than 24 - 30 months.

At a Glance

  • Degree Level: Postgraduate
  • Qualification: MSc
  • Duration: 18 mths full time; 24 mths part time



When I first received my acceptance letter from UWI, Cave Hill I instantly felt that I was being invited to join an institution that has produced the top calibre of educated Caribbean nationals in various industries throughout the region. It was almost as if I was being welcomed to join a legacy. 
Having completed my undergraduate degree in Canada, I always knew I wanted to work in the Caribbean. Based on the information I reviewed on its website, UWI seemed like the best way to learn about the unique elements of the region that impact the way we do business. Moreover, it provides access to resources that would aid students in developing ideal solutions to address the unique challenges that we face in the Caribbean. At UWI, the regional case study examples you read about throughout courses come alive because you get to experience them up close while studying in the Caribbean. No other overseas university can provide this type of relatable experience. In my view, UWI Cave Hill  also tends to be more cost-effective than other international universities. 
The lecturers are excellent. The majority of them are very thorough in their teaching. They expect the best from their students and push you to achieve your greatest potential, even if you don't believe in yourself right away. They provide valuable feedback and guidance throughout your programme to keep you on track with meeting your education and career goals. In a nutshell, they offer the perfect blend of theory and practical learning which encourages students to go beyond conventional thinking. 
Due to my studies at UWI Cave Hill, I am grateful for the following outcomes: 
  • Career Advancement: Allowing me to pursue an internship at the Caribbean Tourism Organization (CTO), which led to a full-time position after graduating in 2016. This invaluable experience was able to help me advance my career to obtain another job opportunity three years later at The Bahamas Ministry of Tourism & Aviation. 
  • It changes the way you think, for the better: After pursuing a Master of Science in Tourism Marketing, it forces you to think beyond a myopic perspective. Every project you work on in your career, you feel compelled to dig deeper and research what the possible implications would be from all angles. This mindset helps in developing sustainable strategies that would be beneficial for the organisation in which you work as well as the wider community. 
  • Networking opportunities: Throughout the programme, I was able to meet and work with some outstanding people. We learnt from each other and developed life long friendships. 
During my studies I had the opportunity to work on the St. Lawrence Gap Redevelopment Project where students were tasked with working in groups to create and present a proposal for the revitalization of a popular area in Barbados normally frequented by both locals and visitors alike. The presentation was made to local stakeholders in the area. This was the perfect example of how practical and theoretical elements of the programme came together.
If I had to describe the business school at Cave Hill in one word, it would be 'influential'. I would absolutely recommend persons to do a degree in the Sagicor Cave Hill School of Business and Management.

Kristy Morris
MSc. Tourism Marketing 

Programme Details

Some of the courses you will cover are:

  • Tourism Destination Management
  • Sustainable Tourism Development
  • Tourism Management
  • Strategic Marketing for Tourism and Hospitality
  • Service Quality in Tourism and Hospitality
  • Integrated Marketing Communications
  • Consumer Behaviour

Our tuition is internationally competitive and we offer scholarships, financial aid and payment plans to make university education available to our students. Please click here for details on financing options.  

Programme Fees (as at August 2023)  = BDS $ 30,000
University Registration Fees (as at August 2023) = BDS $ 540 per semester:
University fees comprise of Guild and Amenities Fees. They are not charged in the summer semester.
Please note that fees may be adjusted for academic year 2023-2024. 

Entry Requirements for Degreed Applicants

i. A Bachelor’s degree or equivalent from a university or college acceptable to the University of the West Indies, with at least Second Class Honours.

• Students are expected to have a good grounding in a business subject such as tourism, management, marketing, finance, or economics.

• Students with 'Pass' degrees will be considered on the following conditions:
      - they are currently working in a tourism, business or management related field, and;

      - they are successful at an interview conducted by the entrance committee within the Sagicor Cave Hill School of Business and Management.

ii. Two letters of recommendation.

Entry Requirements for Non-Degreed Applicants

The Sagicor Cave Hill School of Business and Management is considering opening its doors to a restricted number of non-degreed individuals. It is expected that the number of students entering the programme through this route would be highly restricted and should represent no more than 25 percent of the cohort in any given year. Students entering through this route may be required to undertake a preliminary year of study.

The entry criteria for these students would therefore be:

i. Technical certificates or diplomas that can be assessed by the University of the West Indies.

ii. Five years’ experience in a tourism-related field at a Supervisory or higher level.

iii. They are successful at an interview conducted by a selected panel determined by the Campus Committee on Graduate Studies and the Sagicor Cave Hill School of Business and Management.

iv. Two strong letters of recommendation.

Sagicor Cave Hill School of Business and Management
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