Cultural Tourism (Online)
Course Coordination
Professor João Reis - joao.reis@eshte.pt
Professora Maria Mota Almeida - maria.almeida@eshte.pt
Contemporary cultural tourism values heritage, creative industries, and immersive experiences as strategic elements for the development of territories. Conceiving and managing cultural tourism projects requires skills in planning, marketing, storytelling, experience design, and technological innovation, allowing the transformation of heritage, events, and cultural resources into attractive and memorable tourism products.
The Postgraduate Program in Cultural Tourism offers specialized training, taught by a faculty with consolidated experience in distance education and professional practice. The curriculum combines theoretical foundations, applied tools, and implementation contexts, including heritage management, digital marketing and communication, event programming and management, itinerary design, immersive experiences, multimedia, and applied laboratories. With a strong applied orientation, the training prepares participants to develop innovative, strategic cultural projects and experiences with economic, social, and cultural impact, reinforcing skills to create value and energize tourist destinations through heritage and creativity.
COURSE OBJECTIVES
- Develop advanced skills in planning, management, and enhancement of cultural heritage, cultural tourism enterprises, and their respective destinations.
- Empower professionals for local development dynamics based on creative industries and cultural tourism.
- Promote the adoption of effective marketing and communication strategies applied to cultural tourism, focusing on audiences and territories.
- Encourage the mastery of innovative technologies to create and enrich immersive and interactive cultural tourism experiences.
- Encourage applied research and the production of knowledge aimed at the formulation and evaluation of public and private policies in the cultural tourism sector.
- Consolidate the ability to conceive, develop, and implement cultural tourism projects with territorial, economic, and sociocultural impact.
TARGET AUDIENCE
Graduates or professionals with relevant experience who wish to deepen their knowledge and develop specialized skills in Cultural Tourism, including:
- Management and enhancement of cultural heritage, cultural programming, and creative resources.
- Planning and design of itineraries, events, and immersive cultural experiences, aligned with local development and creative industries.
- Marketing, digital communication, and audience analysis in cultural contexts.
- Application of innovative technologies in the creation, mediation, and promotion of cultural experiences.
- Design, development, and implementation of cultural tourism projects with territorial, economic, and sociocultural impact.
PROFESSIONAL OUTLETS
- Cultural Tourism Destination Manager.
- Manager and Programmer of Cultural and Museological Heritage.
- Manager of Tourist-Cultural Facilities and Enterprises.
- Consultant in the Development of Cultural Tourism Products and Experiences.
- Coordinator of Cultural Tourism Projects and Programs.
- Cultural Events Producer and Manager.
- Entrepreneur and Business Creator in the Cultural and Creative Tourism sector.
- Specialist in Communication and Digital Marketing applied to Cultural Tourism.
- Cultural Planning and Mediation Technician for tourist audiences.
- Analyst of Trends and Strategies in Cultural and Creative Tourism.
SCHEDULES OF THE TEACHING COMPONENT (Schedules 01/28/2026) | 2025/2026 (School calendar 01/05/2026)
1st and 2nd semesters - Mondays, Tuesdays, and Wednesdays | 6:00 PM to 9:50 PM
The UC Immersive Laboratory for Tourism (Wednesday - 1st semester) will include two Saturdays of study visits in the Lisbon region, in October/November/25. An alternative assessment will be provided for students who cannot participate in the study visits.
All sessions will be conducted online.
Special exam period for the completion of Advanced Training Courses (Postgraduate)
Exam schedule, 2nd semester (1st session, 2nd session, and working student 2025/2026)
Special Period Final Exams|Calendar 2025/2026
SCHEDULES 2026-2027 - Mondays, Tuesdays, and Wednesdays
5:30 PM - 7:10 PM
19:30 - 21:10
CANDIDATES | RANKING CRITERIA
- 1st phase of applications | from February 16 to March 22, 2026 - NOTICE
- 2nd phase of applications | from March 26 to April 27, 2026 - NOTICE
- 3rd phase of applications | from May 4 to June 7, 2026 - NOTICE
Ranking and Admission List of Candidates | 1st Phase - NOTICE
Admitted Candidates - NOTICE
The application results will be published according to the deadlines established in the respective notices, on the ESHTE website, in the tab dedicated to the course to which you are applying.
Formalization of Applications: applications, admission conditions, and payments
To complete the application process, which is conducted exclusively online, the candidate must access the Application Portal. It is necessary to access the Candidate Guide and follow the examples provided exactly (the documents must be a maximum of 1 MB).
Application fee | €75
The application fee will only be refunded if the course does not open. For this purpose, the candidate must keep the respective receipt. Applications will only be considered valid if the payment is made within the deadline for their formalization.
The errors or omissions made in filling out the online application form or in the instructions of the application process are the sole responsibility of the candidate.
Documentation:
- Citizen Card or Birth Certificate
- Taxpayer Card
- Certificate of qualifications
- Curriculum Vitae duly documented
- Letter of motivation with a maximum of 500 words (mandatory)
For application and enrollment in postgraduate courses, candidates holding an academic degree obtained abroad must present a diploma or final course certificate authenticated by a competent entity (notary, educational institution or other officially authorized entity).
Vacancies
30 vacancies*
*minimum number of applicants for the course to open: 15
Selection criteria
The selection criteria will only be applied if the number of candidates exceeds the established numerus clausus.
Applications will be assessed by the Course Coordination, which will decide on the situation of each applicant, defining the corresponding credits and study plans.
On the other hand, candidates will be selected by the Course Coordination, based on the successive application of the following criteria:
i) Grade obtained in the undergraduate degree or in Postgraduate, Advanced Training or equivalent courses;
ii) Candidate's curriculum vitae, namely academic, scientific and technical;
iii) Statement of objectives and motivation for the application;
iv) Result of an individual interview, when deemed necessary by the Course Coordination.
Preference will be given to former students of undergraduate and Postgraduate, Advanced Training (or equivalent) courses at ESHTE and to employees of companies or public bodies with more than 2 years of professional experience, up to a limit of 30% of the available places.
In case of admission:
Tuition | €30
Registration | €15
School Insurance | €15
Tuition Fees for Postgraduate Courses 2026-27
