Tourism Summer School Objectives and Contents

Logo UAM Tourism Summer School

Selected Topics in Tourism, International Hospitality and Attractions Management

Introduction

As the global tourism and hospitality industry continues its robust recovery, we find ourselves in a new landscape. While 2024 was a pivotal year, marking the return of international travel to pre-pandemic levels, the conversation has shifted in 2025 from mere recovery to strategic growth and resilience. The initial surge in demand that drove this comeback has now stabilized, and the focus is on navigating the complexities that define the current era of tourism.

The sector is navigating a delicate balance between growth and sustainability. Pressures such as labor shortages, inflation, and infrastructure limitations are straining supply chains, leading to higher costs and service disruptions. Meanwhile, critical issues such as sustainability practices, equity, and inclusion are gaining heightened scrutiny, with the industry facing growing calls to address its environmental footprint and social responsibilities.

Despite these challenges, the tourism and hospitality industry remains a vital contributor to global GDP and employment, with the potential to foster community well-being and economic prosperity. Moving forward, decision-makers must prioritize strategic management of tourism flows, invest in resilient and inclusive workforces, and leverage technology for greater innovation and sustainability. This Summer School aims to explore these emerging trends and equip participants with the tools needed to navigate the evolving landscape of international hospitality, attractions management, and tourism.

Objectives

The main objective of this Summer School program is to provide a comprehensive and forward-looking understanding of key topics shaping the present and future of the global tourism and hospitality industry. The course aims to build upon students’ existing knowledge—particularly those from tourism-related disciplines—by offering a distinctive Spanish and European perspective. For international students, especially from other continents, the program will provide a comparative framework to enrich their global outlook on hospitality management.

Furthermore, the program will introduce participants to cutting-edge innovations and emerging trends, such as artificial intelligence, sustainable practices, new smart management models, the role of cryptoeconomics and the metaverse, etc., preparing students for the evolving challenges and opportunities in the industry.

Through a blend of theoretical insights and real-world case studies, participants will be encouraged to think critically and creatively about the future of tourism, while gaining practical tools to adapt to a dynamic and complex global market.

Contents

The Program will cover the following contents:

  • Human resource management in Europe’s Hospitality sector:
    • Analyzing the new human resource policies
    • Knowing the main skills needed
    • Best practices of hotels HRM in Europe
  • Hospitality finance in Europe:
    • Valuation of hotels and valuation of hotel companies
    • The role of institutional investors in hotel ownership and in its corporate governance
    • ESG criteria in tourism policies and hotel management: A special reference to the sustainability of tourism
  • Environmental policy and sustainable tourism:
    • The externalities of tourism and their solution through economic instruments
    • Tradable permits applied to tourism: Tradable development rights in the USA
    • Methods of evaluation of the costs and benefits of Tourism
  • From data to marketing insight: Exploring AI to better understand customer satisfaction:
    • The vital role of customer satisfaction: Why should you care?
    • Demystifying neural networks: A gateway to AI
    • Neural networks in action: Real-world applications
    • Anatomy of a neural network: The building blocks
    • Learning mechanisms of neural networks: The magic behind the curtain
    • Best practices: Key reminders for neural network success
    • Case study: Predicting customer satisfaction in the airline industry (we will analyze an airline dataset to model and predict travelers’ satisfaction)
  • Culture, history, leisure, and attractions management: From the Paseo del Prado to the Golden Triangle of Art in Madrid (Note: This module will include on-site visits):
    • Madrid and the Golden Triangle of Art: Some history
    • Madrid and the Golden Triangle of Art: A short visit
    • Art museums, infrastructure, and value in Spain
  • Cutting-edge technology:
    • The Spanish Model for Smart Tourism Destination Management
    • Cryptoeconomics and cryptoassets: Current and potential applications in hotel companies and other tourist companies
    • Metaverse and its role in tourism activities

Combination with the first two weeks of the Summer School of Economics and Business

Introduction

The Summer School “Selected Topics in Tourism, International Hospitality and Attractions Management” is offered at the same time as the last two weeks of our traditional Summer School of Economics and Business (SSEB). If you wish, you can also enroll in the first two weeks of the SSEB (June 29 – July 10, 2026) and take one or two courses closely related to some of the topics you will study at the STTIHAM course:

  • Environmental Economics and Policy Analysis: The Theory of Externalities and the Economics of Pollution Control
  • Doing Business in Spain: Cultural and Management Issues

Environmental Economics and Policy Analysis: The Theory of Externalities and the Economics of Pollution Control

This course is a great introduction to the STTIHAM topic “Environmental Policy and Sustainable Tourism.” It studies fundamental issues related to public environmental policies and management. In particular, the course deals with the role of the Public Sector for internalizing environmental externalities through public policies.

As a result, students will be able to understand the justification and effects of environmental public policies, as well as to formulate them, and analyze them. Students will also develop useful abilities for their professional life, and they will learn methodological tools valuable for careers in the public and private sectors or in Academia.

Doing Business in Spain: Cultural and Management Issues

This subject can be a great complement to the STTIHAM topics “Human resource management in Europe’s Hospitality sector” and “Culture, history, leisure, and attractions management.” To succeed in the Spanish market, it is necessary to understand the Spanish culture, the leadership styles, and our unique protocol. The students will be prepared to plan their business and careers, manage their relationships with co-workers, bosses, subordinates, and Spanish organizations.

This course will provide the participating students with a decision-oriented framework for the development and implementation of business projects in Spain. Consequently, students will learn to (1) analyze, (2) select, and (3) implement appropriate conceptual frameworks pertaining to four broad management topics related to doing business in Spain:

  • Understanding the Spanish culture.
  • Enhancing communication skills to communicate more effectively and confidently within the Spanish business environment.
  • Knowing the negotiation processes.
  • Adapting to the etiquette and protocol typical of Spain.

At the end of the course, students will be better equipped to understand how to do business in Spain and how to negotiate.