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Hospitality, Tourism & Events Hospitality & Tourism Management

Advanced Diploma in Tourism and Travel Experience Management

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
Application Code

Study mode
Start Date
04 Nov 2024 (Mon)
Next intake(s)
Mar 2025
22 months
Course Fee
*HK$4,900 per module (2 modules per semester: *HK$9,800, Total programme fee : *HK$49,000)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)

Deadline on 13 Sep 2024 (Fri)
28678320 / 28678329 / 28678473
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THREE REASONS TO STUDY THIS PROGRAMME AT HKU SPACE! QUICK: 22 months (Part-Time), next step for UK top-up bachelor degree (21 months) for Career Enhancement anywhere in the world PRACTICAL: Knowledge from Professional Industrial Practitioners



The programme aims to introduce an expanding field of customer experience management in the travel and tourism industry. Customer experience has become a critical differentiator in today’s competitive market environment, tourism and travel service companies can strengthen their brand preference and improve customer loyalty and satisfaction through valued and memorable customer interactions. This programme imparts an in-depth knowledge and understanding of guest relationship management, cross-cultural management, and people management in a variety of tourism and travel service business operations to students.   


On completion of the programme, students should be able to

  1. critically evaluate the business environment and stakeholders (including marketers and service providers) in the tourism and travel service industry to meet their needs 
  2. conduct verbal formal presentations and write business correspondence in English on tourism, hospitality and event industries 
  3.  describe and explain how to strategically foster closer, better, more effective and more beneficial partnerships with customers in the context of tourism and travel service industry 
  4. create and deliver personalized and consistent customer experiences across online and offline channels and interactions
  5. plan, implement, coordinate and manage tourism and travel service operations in relation to marketing communication, stakeholder management, guest relationship management in multi-cultural environment

Programme Details

Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). The Advanced Diploma programme offers ten modules over three terms per year which could normally be completed in 22 months (i.e. 5 terms) if students undertake 2 modules per term. Altogether, students need to study 10 modules focusing on tourism and travel management, in order to be awarded the Advanced Diploma in Tourism and Travel Experience Management.

  1. Introduction to Tourism and Hospitality*
  2. Hospitality, Tourism and Events in the Digital Age
  3. English for Business Communication Skills for Hospitality, Tourism and Events*
  4. Marketing for the Hospitality Tourism and Event Industry
  5. Guest Relationship Management
  6. People Management
  7. Cross-Cultural Management*
  8. Cruise Line Management*
  9. Airline and Airport Experience Management
  10. Management of the M.I.C.E Industry

*Modules recognized under the CPD Schemes for Tourist Guides and Tour Escorts, specified by Travel Industry Authority (TIA). For details, please refer to the section: Professional Recognition.

Programme contains 120 credits, 10 modules. Each module contains 12 credits.


The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:

  • Essay/ Assignment/Report Writing
  • Oral Presentation
  • Group Project and Presentation 
  • Online Exercise 
  • Test
  • Examination 

Medium of Instruction: English


On satisfactory completion of the 10 modules, students will be awarded the Advanced Diploma in Tourism and Travel Experience Management within the HKU system through HKU SPACE. Students may apply to exit the programme with a Diploma in Tourism and Travel Experience Management  upon satisfactory completion of 5 modules (i.e. Module 1, 4, 5, 8,  and 10) with 60 credits in total.

Teacher Profile

Alan CHAN Image

Mr Alan CHAN

  • Tourism, Hospitality and Event Management Trainer/
  • Incentive Travel Planner/
  • Event Manager/ Travel-writer and Radio Programme Co-host


  • Event management
  • International tourism marketing
  • Travel incentives

Selected Experiences

  • Opened up new visitor sources from major new markets including Russia and India for the Hong Kong Tourism Board (HKTB) to maintain  a diverse visitor portfolio
  • Enhanced HKTB market penetration in the short-haul region by leveraging event marketing as a means to boost visitor arrivals
  • Led the Sales Department of Amway Hong Kong, world’s leading direct selling company with direct involvement in organizing incentive travel and special events in Hong Kong and overseas
  • Staged the first large-scale incentive travel seminar to Bangkok, Thailand for Amway independent business owners from Mainland China in 1996
  • Bridging national tourist offices and travel trade partners through The Association of National Tourist Office Representatives in Hong Kong (ANTOR)


Mr Wyn Li

  • Former Country General Managers of Airlines, and Managers of Hotels​
  • ​Qantas Airways, Continental Airlines, United Airlines, Hyatt International


  • Managing field operations of multinational Asian, Australian, European and American travel organizations.
  • Marketing airlines, hotels and tourism products and services in various international markets.
  • Lecturing and educational engagement for universities in Hong Kong, United Kingdom and Australia.

Selected Experiences

  • Airline management, sales, marketing and operation experiences with Qantas, Continental, United, Singapore and KLM in several international locations.
  • Business aviation (private jet) management with Metrojet - a sister company of the Peninsula Hotel.
  • Global loyalty marketing exposure with Singapore Airlines corporate head office.
  • National tourism office marketing involvement with the Australia Tourism Commission.
  • Front Office operations and marketing management background in Hyatt Regency Hong Kong, Hyatt Regency Macau and Grand Hyatt Hong Kong.
  • ​Food and beverage knowledge with institutional kitchen and cafeteria.
Application Code 2255-MS049C Apply Online Now
Apply Online Now

  • 18 months (Minimum)
    34 months (Maximum)
    22 months (Normal)


Introduction to Tourism and Hospitality 

The module is designed to introduce the concepts of tourism and hospitality industry and develop students an understanding of the structure, organisation and interdependence of the various sectors in the tourism and hospitality industry. The measurement of tourism trends, statistics, contributing factors and stages in the historical development of tourism in terms of its demand and motivations will be identified and examined. Key concepts, principles, planning strategies, practices and issues in tourism and hospitality and the links with related areas of leisure, travel and recreation will be covered in the module.

Hospitality, Tourism and Events in the Digital Age

The aim of the module is to illustrate how digital technology (e.g. ‘Internet of Things’ (IoT)) influences the management of international tourism and hospitality industries.  Students will be introduced the decision-making characteristics of digital consumers and their influence on managerial decision making. Students will also understand the importance of web presence for international tourism and hospitality businesses; and get familiarised with various digital tools (e.g. FaceBook page, YouTube, Twitter and in tourism and hospitality businesses worldwide. The contemporary trend in on-line payments will be covered in the module.

English for Business Communication Skills for Hospitality, Tourism and Events

Business communication skills in English are greatly needed by students in all our hospitality, tourism and events programmes, since students need to learn some fundamental skills in business writing (including report writing, handling and responding to complaints, answering enquiries, etc.). This module aims to develop students' knowledge relating to solve communication problems and respond to complex questions in English. The class is developing the students command of spoken and written English business communication with related areas of tourism, hospitality and event will be covered in the module. This course aims at writing promotional materials for the Hong Kong and foreign markets and summarizing the main ideas to conduct verbal presentation with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism, hospitality and event business environments.

Marketing for the Hospitality Tourism and Event Industry

This module describes the relationships between customer value, satisfaction and quality in the hospitality, tourism and event industry.  It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the marketing environment and its likely impact on the industry, organizations and product/services offerings, market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industries. To trace the broad development of the marketing concepts about the products, pricing, internal marketing strategy (People) and customer satisfaction, promotion, digital marketing strategy, and distribution channels of tourism, hospitality and event industries. The student should able to apply the evaluation and control mechanisms in the marketing plan.

Guest Relationship Management

This module aims to explain the roles of guest relationship management in hospitality and tourism industry and discuss the professional standards in customer service and their applications in hospitality and tourism industry. The effective service recovery systems will be illustrated. Students should be able to describe how to acquire and retain customers, and enhance customer loyalty to improve business performance; and identify the duties, responsibilities, attributes and service requirements of butlers in the luxury hospitality sector.

People Management

Understanding of human resources knowledge, acquisition of key people management skills is essential to hospitality, tourism and event streams of students to better equip themselves for the job markets in career development. The aim of the module is to provide students with an overview of the topics on recruitment, selection, motivation, training, performance management and appraisal of staff at the workplace. Students will discuss the different roles of managers and leaders in hospitality, tourism and event industries; identify and describe the required managerial skills in planning, organizing and decision-making at the workplace. The contemporary issues relating to people management in hospitality, tourism and event industries will also be critically assessed.

Cross-Cultural Management

The aim of the module is to develop students’ distinctive management and negotiation styles across cultures and enhance their working attitudes with multi-cultural teams.  The essential knowledge of how cultures influence consumer behaviour and service preference in hospitality, tourism and events industries will be explained in this module. The students should also aware the cultural differences affect global marketing strategies and communication skills in the hospitality, tourism and events industries. The cultural differences in different aspects will also be covered. Such as: Negotiation and conflict resolution, preferences of service, leadership styles, decision-making and organizational behavior.

Cruise Line Management

This module aims to provide an overview of the contemporary development and operations of the modern cruise industry. The roles and responsibilities of staff working on a cruise ship and various facets of cruise line management including hospitality management, port and maritime operations and itinerary planning will be described. Students will able to understand the whole curies passenger’s experiences throughout the passengers’ cruising experiences during pre-, during, and post stage.  The geography and Itinerary of Cruising including North and South America, Europe, Asia pacific, and other parts of the world as case studies to discuss in class. Students will also appraise and analyze the key issues of the modern cruise industry in legal, security, safety and environmental management perspectives.

Airline and Airport Experience Management

Customer experience management is an important area for tourism and travel services companies. To enhance market competitiveness, airlines and airports worldwide have designed and launched innovative products and premium level of services for customers. This module will focus more on the customer service provision and overall guest experience of airlines, airports and lounges, in addition to their generic management and operation issues.  The future trends and issues of airlines and airports locally, regionally and globally will also be examined in this module. 

Management of the M.I.C.E Industry

The aim of the module is to develop students' knowledge relating to the scope of activities within the Meetings, Incentive Travels, Conventions and Exhibitions (M.I.C.E.) industry and identify its role players.  The module provides a comprehensive overview of M.I.C.E. industry, analyses the elements of their success focusing on their operation and marketing strategies.  Students will learn about the unique issues in event planning, environmental and sustainability management and marketing of these events through case studies of contemporary international M.I.C.E. events.  


Class Details

Classes will be generally held as following tentative schedule:

  • Weekday evening : 6:45 - 9:45pm or 7:00 - 10:00pm
  • Weekend daytime : 10:00am -1:00pm  or 2:00 - 5:00pm
  • Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre  Programme team reserves the right to change the above venue/ classroom if necessary.

Professional Accreditation

HKU SPACE is one of the activity organisers of the “TIA Accredited CPD Activity for Tourist Guides and Tour Escorts”, recognized by Travel Industry Authority (TIA).

TIA Accredited CPD Activity for Tourist Guides and Tour Escorts  are as follows,

  1. Introduction to Tourism and Hospitality (Reference no.: TGC071HKUS)*
  2. Cruise Line Management (Reference no.: TGC073HKUS)*
  3. Cross-Cultural Management (Reference no.: TGC075HKUS)*
  4. English for Business Communication Skills for Hospitality, Tourism and Events (Reference no.: TGC050HKUS)*

*This activity is recognized under the CPD Schemes for Tourist Guides and Tour Escorts.  In other words, the activity hours may be reckoned under both Schemes for the relevant CPD periods.



旅監局已通過導遊及領隊持續專業進修計劃,其中包含6小時的「自選進修活動」,讓持牌導遊及領隊可因應個人工作需要及興趣參加與職能相關的進修活動。 同時持有導遊及領隊牌照的人士(雙牌人士),旅監局同意雙牌人士完成獲旅監局認可的「導遊及領隊自選進修活動」後,已完成的活動時數可同時計入兩個進修計劃各自的進修時段內(進修時段為相關牌照的有效期)。 


  1. Introduction to Tourism and Hospitality (活動編號: TGC071HKUS)*
  2. Cruise Line Management (活動編號: TGC073HKUS)*
  3. Cross-Cultural Management (活動編號: TGC075HKUS)*
  4. English for Business Communication Skills for Hospitality, Tourism and Events (活動編號: TGC050HKUS)*


Progression Path


Application Fee

HK$150 non-refundable

Course Fee
  • *HK$4,900 per module (2 modules per semester: *HK$9,800, Total programme fee : *HK$49,000)
    (*The tuition fee is reviewed annually and is subject to change without prior notice.)

Entry Requirements

Applicants shall:

  • have gained in the HKALE Grade E in 1 AL subject and in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or 
  • have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
  • hold a Certificate in Private Jet Hospitality Service Management awarded within the HKU system through HKU SPACE, or equivalent; Or
  • be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered.  They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview.

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.

Applicants with other qualifications will be considered on individual merit.


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Introduction to Tourism and Hospitality (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z133291 FEES $4,900 ENQUIRY 2867-8320
Marketing for the Hospitality Tourism and Event Industry (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z133305 FEES $4,900 ENQUIRY 2867-8320
Cruise Line Management (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z133313 FEES $4,900 ENQUIRY 2867-8320
People Management (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z133321 FEES $4,900 ENQUIRY 2867-8320
Management of the M.I.C.E Industry (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z13333A FEES $4,900 ENQUIRY 2867-8320
Cross-Cultural Management (Module from Advanced Diploma in Tourism and Travel Experience Management)
COURSE CODE 43Z133348 FEES $4,900 ENQUIRY 2867-8320

Continuing Education Fund

Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $20,000 per eligible Hong Kong resident, on successful completion of a course on the reimbursable course list. All students who enrolled in a CEF Reimbursable Course on or after 1 February 2008 be required to attend at least 70% of the Course, and achieve at least 50% passing mark in the overall assessment of the Course.

Applicants do not need to submit any document before class commencement. They must submit the completed CEF Application Form [SFO302(2019)] together with the required institutional certification and supporting documents to the Office of the Continuing Education Fund (OCEF) within one year upon successful completion of a CEF Course and before reaching the age of 71. Late applications will not be accepted by the Government.


The CEF Application Form [SFO302(2019)] can be obtained from any HKU SPACE Learning Centres, District Offices, the OCEF, or downloaded from

The properly filled in Application Form must first be certified by HKU SPACE after course completion by following the procedure stated below.

For more details, please visit website: or contact at 3142-2277. You may also obtain the CEF brochure in any of the HKU SPACE enrollment counters.

Continuing Education Fund Reimbursable Course Continuing Education Fund Reimbursable Course (selected modules only)
Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.

Advanced Diploma in Tourism and Travel Experience Management

  • This course is recognised under the Qualifications Framework (QF Level [4])


Online Application Apply Now

Application Form Download Application Form

Enrolment Method

Specific application form for this programme can be obtained from any HKU SPACE Enrolment Centres, or you may download the form from this website. A complete application including the following materials should reach us on/before the application closing date:

  • a completed Application Form;
  • a completed Enrolment Form;
  • certified true copies of relevant supporting documents (e.g. working experience / academic qualification proof);
  • a non-refundable application fee of HK$150 and
  • a tuition fee of HK$9,800 for the first term (2 modules). (Please pay by cheque or credit card upon application, the amount will only be debited upon successful entry to the course)

All fees are subject to change without prior notice

* All fees paid are NOT refundable, unless a course is over-subscribed or cancelled.  These fees may be subject to revisions even after a student has submitted an application, or after you have been admitted as a student on this programme. Fees for the following terms will be advised nearer the time when you enroll on those modules.

Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and the applicant’s name.. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE Enrolment Centres, specifying  “Course Application” on the envelope.  HKU SPACE will not be responsible for any loss of payment sent by mail.
3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including the “HKU SPACE Mastercard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, WeChat Pay, Alipay, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder's credit card account.
  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferrable from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.