Cultural Tourism Management BA(Hons)*

Penryn Campus
3 years full-time
Direct line
01326 213730

Tourism is one of the globe's largest and fastest growth industries, currently supporting over three million jobs in the UK.

The changing relationship between culture and tourism is attracting increasing international interest from development agencies, governments and the creative industries. At Falmouth, we focus on this shift and offer you the skills, experience and connections necessary to succeed in this vibrant sector.

Unlike any other tourism course, you'll be situated in one of the UK's most popular tourism hotspots - Cornwall. The unique South West location is home to no less than four UNESCO world heritage sites, the UK's second largest creative hub outside of London and over 300 miles of stunning coastline.

Whether on placement, site visit or a live brief, you'll benefit from Falmouth's industry links. From the National Trust, Eden Project and The Wave UK to leading international tourism providers in Liberia, China, Kenya and Barbados – you'll graduate with first-hand insight into the dynamics of today's tourism industry.

*BA(Hons) Cultural Tourism Management is open to applications for 2015 entry only.

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How is the course taught

The course is based at The Performance Centre, one of the South West's most exciting new cultural venues. Here you'll be taught by approachable and experienced practitioners who are specialists in their field, work on live briefs informed by visiting speakers and be supported by specialist technicians to add depth and flavour to your studies.

Course outline

You'll explore the emerging, and in some cases controversial, connections between culture, tourism, geography and the political economy. We'll support you to develop your own interests and help you discover new approaches to the future of tourism – taking on the challenges and opportunities of sustainability and the digital economy. Our mission is to empower creative and entrepreneurial practitioners to work locally, nationally and internationally; producing pioneering work that adds value to business and society.

This is a practice-led course so you'll work on projects, placements and live briefs with organisations and clients, blending real experience with essential theory. You'll also develop peer and self-evaluation skills, which will be used to inform your critical, conceptual and professional development.

You will graduate with technical expertise in business and project planning, financial management, policy, market research, risk analysis and evaluation. In addition to advanced professional skills in team working, entrepreneurship, presentation methods, research and leadership.

What you'll do

Year 1

In your first year our expert staff will help you develop an understanding of cultural organisations and the history and geography of tourism. You'll gain a firm grounding in the processes involved in management planning in the tourism sector, from marketing and technical skills to managing resources and communication. You'll learn about cultural impact, management practice, tourism geography and destinations, professional development and marketing for tourism.

  • CMP110 The Impact of the Cultural Sector - Shared
    (20 credits 10 ECTS)
    In this module, you will consider the creative industries, sport, tourism and heritage sectors, including the impact of external factors on industry practice, and the influence of cultural organisations and events on society. You will also receive venue and technical inductions as context for cultural production.
  • CTM120 Professional Development - Core
    (20 credits 10 ECTS)
    In this module, you will identify and develop a range of key professional attributes through taught sessions and by undertaking an industry placement. The working life of a professional cultural tourism management practitioner is a process of ongoing Continuing Professional Development (CPD).
  • CTM130 Tourism Geography & Destinations – Core
    (20 credits 10 ECTS)
    In this module, you will be introduced to the geography and history of tourism, tourism destinations and the tourism industry from a local/global perspective. The fundamental principles of tourism are identified, and different types of locations (urban/rural/coastal) and activities (eco/adventure/leisure) distinguished.
  • CMP140 Understanding Cultural Organisations - Shared
    (20 credits 10 ECTS)
    In this module, you will consider all aspects of organisational structure paying particular attention to business structure, economics and human resources, and the effect they have on the success of a cultural organisation. Efficient, legal and empowering management structures, systems and strategies are key to the success of cultural organisations.
  • CTM150 Management Practice in Tourism – Core
    (20 credits 10 ECTS)
    In this module, you will further develop your core management skills through taught sessions and a new industry placement. You will develop a range of professional attributes such as working under pressure, project management, teamwork and communication tools. You will develop a holistic perspective on a cultural tourism organisation.
  • CTM160 Marketing for Travel & Tourism – Core
    (20 credits 10 ECTS)
    In this module, you will learn the main aspects of marketing, media and PR for tourism. You will also learn about post-colonialism, the 'exotic Other', the genre of travel literature, guidebook writing, what constitutes value for tourism, and tourist consumer behaviour in different contexts.

Year 2

You'll continue to develop peer and self-evaluation skills as you explore the innovative possibilities for delivering successful tourism projects. Two live projects, supported by visiting speakers, local field trips and Cornwall's cultural sector, will add valuable experience to your learning. Your second year will cover critical and cultural appreciation, a collaborative planning project, interpretation and education for cultural tourism, arts, sports and heritage in Cornwall, a collaborative planning event and innovation in cultural tourism.

  • CMP210 Critical & Cultural Appreciation - Shared
    (20 credits 10 ECTS)
    In this module, you will critically assess, evaluate and reflect upon differences and developments within the cultural industries at national and international levels. You will undertake contextual research into cultural events and organisations, exploring the history and development of cultural production design, management and participation.
  • CTM220 Collaborative Planning Project – Core
    (20 credits 10 ECTS)
    In this module, you will work in groups to produce and run a cultural tourism project. For example; creating a media pack for an adventure destination; developing a feasibility study; or an audience evaluation for an eco-tourism attraction. Working on live projects is a core facet of cultural tourism management.
  • CTM230 Art, Sport & Heritage in Cornwall – Core
    (20 credits 10 ECTS)
    In this module, you will explore the administration of creative art, action sport, and heritage and landscape tourism in Cornwall. Through local fieldtrips you will gain an enhanced understanding of the value of cultural landscapes, the relationships between culture and power, and balancing conservation, sustainability and community needs.
  • CTM240 International Tourism & Social Engagement – Core
    (20 credits 10 ECTS)
    In this module, you will learn how emerging international tourism destinations can and should be developed with respect to social and ethical engagement. Using globally significant (and contrasting) examples (including attractions from the World Heritage list and Olympic case studies), you will consider the role of advanced communication strategies and forms of interpretation and education for visitor attractions.
  • CTM250 Collaborative Planning Event – Core
    (20 credits 10 ECTS)
    In this module, you will work in groups to produce, promote and run a relevant cultural tourism event. You will undertake risk assessments, produce event schedules, create marketing plans and explore aspects of group work theory to enhance your skills in working within project teams.
  • CTM260 Business Innovation for Cultural Tourism – Core
    (20 credits 10 ECTS)
    In this module, you will develop a business plan and a virtual cultural tourism offer, analysing the strategic and dynamic nature of cultural tourism in order to help to contribute to innovation in the sector. You will learn computer-aided design to explore a virtual cultural tourism offer and test it against models of environmental and economic change.

Year 3

By your final year you'll have the confidence and skills to get hands-on with organising and delivering a more complex applied (live or theoretical) tourism project. Connecting with the media, cultural and tourism industries both on and off campus, you'll build valuable relationships that will help to launch your career when you graduate. You'll learn about tourism futures and reflect on placement activity while preparing and delivering your applied tourism project.

  • CTM310 Professional Practice – Core
    (40 credits 20 ECTS)
    In this module, you will assemble and assess a portfolio of professional cultural tourism practice and provide in-depth reflection on a recent placement. You will critically consider and evidence the range of experiences you have undertaken and contacts you have made during your studies, placements, volunteering and project work; reflecting on important and contemporary aspects of cultural tourism management and potential for innovation.
  • CTM320 Tourism Futures – Core
    (20 credits 10 ECTS)
    In this module, you will assess, analyse and synthesise key industry trends, explore principles of business leadership, and digital, environmental and international futures in different social, cultural, political and economic contexts. Leadership, entrepreneurialism and a critical understanding of tourism geographies are essential to empower pioneering work in cultural tourism management.
  • CTM330 Applied Cultural Tourism Project – Core
    (60 credits 30 ECTS)
    In this module, you will design, implement and evaluate an applied (live or theoretical) group cultural tourism project. Tourism can change the world. It is one of the globe's largest and fastest growing industries, offering tremendous potential for cultural exchange, entrepreneurialism, leadership and creative innovation.


The Performance Centre, Exchange and library have everything you need. Facilities include:

  • 12 specialist studio spaces licensed for public performance, lecture theatres and seminar rooms
  • Specialist group working space
  • Libraries housing a collection of 140,000 books, 17,000 DVD and video titles, radio archives, exhaustive electronic and journal resources, and an extensive slide collection
  • A public performance programme, which complements your learning and provides opportunities for you to gain experience through volunteering and events management


Meet the team

Sam Bleakley, Course Coordinator and Senior Lecturer, brings detailed specialism to the degree as a travel writer and geographer. Sam's research in cultural tourism is particularly focused on Cornwall, the Caribbean, Africa and Asia. Working with an international collective called surfEXPLORE, Sam has visited 60 countries, documenting cultural tourism frontiers in Haiti, Hainan China, Jeju South Korea, Palawan the Philippines, the Malukus Indonesia, Algeria, Western Sahara, Mauritania, Liberia, Ghana, Lamu Kenya, Oman and India.

Sam's travel writing has been translated into 11 languages across 70 international publications, currently 993 networked articles. This body of work offers both an intensive and extensive study of tourist activities, host-guest relationships, the local/global, coastal geomorphology, the historical legacies of colonialism, celebration of place, re-representations of local culture, music, landscape and art, and the work of resistance deriving from local community and cultural capital.

In Sam's practice as a writer, surfer (former British and European longboard surfing champion and regular on the ASP World Longboard Tour) and academic, Sam has advised the Chinese government on coastal and marine sports tourism development in Hainan Island. Sam has a highly active multi-media role. He is particularly interested in broad-appeal and innovative research presentation methodologies, including presenter-led films and narrative non-fiction travel literature.

Sam's books include Surfing Brilliant Corners (2010) and Surfing Tropical Beats (2012), the latter is the first surf travel book to be translated into Mandarin Chinese. Sam is currently working on The Longboard Travel Guide (2014). He has a BA and MA in Geography from Pembroke College, University of Cambridge.

Adrian Bossey, Head of Subject, first got involved in the music business as a 16 year old, helping out the nascent Fatboy Slim with his mobile disco. He then worked as an underground DJ running club nights around the UK. Adrian later discovered Carter the Unstoppable Sex Machine, guiding the band to international success including a UK number one album and headline performance at Glastonbury Festival. As Company Director of an artist management company whose clients included Chumbawumba, Katy Puckrick, My life Story and The Senseless Things, Adrian worked on 21 UK top 40 singles and 15 UK top 40 albums. In the process he negotiated contracts for clients worth £35 million, set up 21 businesses in the UK and two in the USA, and worked in 23 different countries.

Dartington College of Arts appointed Adrian to provide specialist music-industry advice to businesses and set up Dartington Recordings in 2003. As Director of Enterprise, he helped generate over £30 million of bid income in eight years, regularly engaging with cultural tourism, as lead on projects including the annual South West Sound Convention. Adrian has been Chair of the HERDASW Creative Industries Special Interest Group, South West Music Industry Forum and RELAYS Operational Group. After ten years in academia, Adrian is currently Head of Cultural Management & Production, and Executive Producer, responsible for the Performance Centre’s public and commercial programme.

Matt Kirby studied Tourism at Bournemouth University and has completed a 10,000 word dissertation on the teaching philosophy of Tate St Ives, its cultural and educational outreach. Matt spent a year at Visit England, formally known as the English Tourist Board, as Event Executive working on the England for Excellence Awards scheme and the British Travel Trade Fair. He also has a longstanding part-time working relationship with Tate St Ives and recently taught on the Tourism BTEC at Cornwall College. Matt will provide specialist input to Cultural Tourism Management.

Claire Eason-Bassett, Lecturer, has been working in the events industry for the last 20 years, beginning with producing large-scale theatre and dance projects at university in York. Having previously worked as Company/Operations Manager for Rambert Dance Company, Arts Council England and English National Ballet, Claire has managed national and international touring to China, Russia, New Zealand, Australia, the USA, Canada, mainland Europe and South America, as well as managing Rafael Bonachela who became Kylie’s choreographer in 2004.

Claire founded Event Cornwall with the aim of developing and delivering fantastic creative event activity with community and corporate clients. The agency now delivers over 100 events per year and has recently launched its national arm, Mackerel Sky Events. Claire co-wrote BA(Hons) Creative Events Management and delivers modules in Business Practice, Project Planning and Professional Studies, leading the development of the placement partnerships and connections with industry.

In October 2013, Claire will complete her MBA, undertaken through the Open University, and she will be publishing her first major piece of research based on her creation of the Six Segment Model by December 2013.

Simon Persighetti is a core member of Wrights & Sites, a group of performance-trained artists who have been producing site-specific performances, walking projects and other art works since their formation in 1997. Their recent book, A Mis-Guide to Anywhere, was launched at the ICA, London, in 2006.

Experience you'll get

  • Designing and delivering tourism projects on and off campus
  • Live briefs with external clients
  • Work experience placements and site visits
  • Building and equipment-based technical skills
  • Volunteering opportunities on our professional in-house public programme


  • Continuous assessment through visual, verbal and written assignments
  • Essays, presentations, marketing strategies, case studies, business plans and reflective blogs
  • Live and applied cultural tourism projects in your second and final years


This degree will equip you for dynamic careers in the tourism, heritage, creative and sports industries. Graduates obtain transferable organisational, business and leadership skills and will be able to devise policies and strategies for the creative industries and other sectors. Potential career destinations include:

  • Cultural tourism pioneer
  • Travel or guidebook writer
  • Resort, attraction, facility or business manager
  • Tour operator
  • Aid worker
  • Marketing officer
  • Development manager

Student mentor scheme

Falmouth's student mentor scheme matches new starters with a second year student, to help you settle in and find your feet. Our student mentors are now on Facebook. To chat to a mentor about the course, living in Cornwall or what to expect at Falmouth, check out the Creative Events Management group. You'll need to join the group before you can post.

If you don't have access to Facebook please email your name and proposed course to:

For more information about the application process, portfolios, interviews and selection days, please contact our admissions team:

*BA(Hons) Cultural Tourism Management is open to applications for 2015 entry only.