First level master

Food and Wine Tourism

Based in: Modena


September 2024

Application opening

Application closing

December 2023

June 5, 2024

Main info

The English-language expert course organized by the University of Modena and Reggio Emilia for new Food and Wine Tourism practitioners.




12 months


CV and motivation letter evaluation + introductory interview

Academic credits


Learning Paths




Attendance mode

From Sept. 2024. On a weekend basis (Frid. and Sat.).


From March 2025


€ 2500 + contribution from the Region Emilia-Romagna

Min. students number


Max students number


Call for application

See the official call for applications for the Food and Wine Tourism master course

Food and Wine Tourism - call fo application

0.94 mb

Extension of the deadlines - master admissions

0.67 mb

Background and context

General context and the need for advanced training in the tourism and Food & Wine sectors

Tourism represents one of the main driving forces of Italy’s national economy, with more than one and a half million people employed in this sector.

Over the past two years, the tourism sector of Emilia-Romagna, the Food & Wine heart of the country, has experienced considerable growth: the Region has welcomed almost 5 million tourists, approximately 3.6 million Italians and 1.2 million foreigners. Holidays and Food & Wine experiences have grown increasingly popular. According to the 2023 Report on Italian Food & Wine Tourism, Italy has enjoyed a 37% increase since 2016, with 9.6 million tourists in 2023.

Within this context, the importance of qualified academic training in Food & Wine tourism has grown increasingly evident, and the Professional Masters Programme in Food & Wine Tourism responds to this need.


First Level Master

Professional Master Programme in Food & Wine Tourism

Established by the University of Modena Reggio Emilia as part of the Fooder project, the Professional Master Programme in Food & Wine Tourism stands out as an excellent advanced training opportunity in the Food & Wine tourism sector.


The study programme is delivered entirely in English and will address in depth and detail the different aspects related to this context. In-person lessons, scheduled in a weekend format, will start in February. Furthermore, it will be possible to carry out internships in affiliated companies and associations from July to December.


The class will consist of a maximum of 25 students, selected after evaluating their CVs and motivation letters with a subsequent introductory interview. The Call description (available at this link) provides all the additional information students may require.


The Professional Master Programme in Food and Wine Tourism is also accessible to attendees whose course of study is not directly related to Food topics, thanks to the first alignment module. 


Thus, on the one hand, students with at least a three-year degree in agri-food are eligible for the Management Module. On the other hand, the Technical Module is also suitable for students holding a three-year qualification in other economic-humanistic subjects.


Professional profile

The course aims to train professionals capable of conceiving, designing, activating and managing experiential tourism products based on Food & Wine in their diverse expressions.


More specifically, they will be able to operate as a business manager or consultant in different types of organisations, such as:

  • Tour Operators and Travel Agencies;
  • Agri-food consortia and Food & Wine associations promoting their territory and its different typical products;
  • Agri-food and Food and wine companies capable of establishing experiential paths on the local and national gastronomic and oenological processes and products;
  • Institutions and other local bodies developing policies and promotional activities for integrated and territorial tourism;
  • Tourism promotion service companies and other firms providing support for tourist activities in general.

Functions and skills

After attending the Professional Master Programme in Food & Wine Tourism, you will be able to:
  • Develop analyses of territorial and corporate contexts to highlight and understand the conditions, opportunities and prospects of the tourism sector within a specific territorial and entrepreneurial scenario;
  • Identify and evaluate the best tourism product options according to the context, resources and market to implement the most suitable options;
  • Conceive and design coherent tourist products thanks to a correct interpretation of the local conditions through ad hoc analytical indicators;
  • Manage every aspect of demand, flows, logistics and personnel arising from the activated tourism offer;
  • Interface with public and private stakeholders to operate from a network perspective in collaboration with the local chain;
  • Set up and supervise communication with appropriate methods and tools;
  • Carry out careful management control of the tourist activity, using the most modern technologies to support strategic planning and implement the most effective operational strategy.

Expected learning results

  • Theoretical-methodological knowledge and implementation skills for the analysis of territorial and corporate contexts concerning the potential of new tourist activities or the evaluation/revision of existing ones, with particular regard to the food and wine sector;
  • Knowledge of the evolution of tourist demand in its different segmentations and the best territorial and corporate context conditions required in each case, with the related ability to apply methods and tools to choose between options;
  • Knowledge and ability to apply concepts and best practices for the conception and design of appropriate tourism products;
  • Knowledge and ability to apply methods and tools for the planning and management of tourist flows and their best integration at the territorial level;
  • Knowledge and implementation skills for the organisation of corporate personnel involved in the tourism sector;
  • Familiarity with cross-cutting skills such as the ability to work in a team, communicate and learn, also using the English language;
  • Knowledge and ability to use the most appropriate customer analysis tools and methods, developing communication best practices designed to build long-term relationships with customers themselves;
  • Knowledge and application of management control tools and interpretative methods.
Educational Programme

Teachings planned in the program of study

Classes will take place in person in Modena starting from September 2024, generally on Fridays (from 10.00 a.m. to 1.00 p.m. and from 2.00 p.m. to 6.00 p.m.) and Saturdays (from 10.00 a.m. to 1.00 p.m. and from 2.00 p.m. to 6.00 p.m.).


FOOD & WINE TOURISM – Course’s Program


A* – Technical Module


Food and wine products and production processes




B* – Management Module


Marketing and Management


EU quality labels and Made-in-Italy to enhance local food and wine


Quantitative Analysis for Food & Wine Tourism


Food & Wine tradition


Experiences and tourists


Event Management


Food & Wine Tourism


Hospitality and accommodation management


Technology, virtuality, and gamification in Food & Wine tourism




English for Food Tourism


Kitchen Production: From tradition to innovation


Business game


Experiential analysis and comparative evaluation of tourism products




Final Test





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