The Master's degree program in Planning and Management of Mediterranean Tourism Systems (LM-49) is offered by the University of Pisa (administrative headquarter of the program), in collaboration with the University of Pavia, the University of Italian Switzerland, the Campus Foundation, the Municipality of Lucca, and the Cassa di Risparmio di Lucca Foundation.

Its objective is to enhance the link between tourism and the territory through the promotion and management of tourism systems focused on natural, cultural, artistic, and historical wealth. Specifically, the course aims to develop the skills necessary to regenerate and qualify the tourism offer, emphasizing the systemic dimension of tourism at the territorial level and promoting cooperation among tourism businesses, stakeholders, and institutions to develop innovative and sustainable products that meet the expectations of tourists/visitors.

From this perspective, the course intends to train advanced-level professionals capable of:

• identifying and evaluating trends in tourism supply and demand;
• applying the main marketing strategies and tools for the promotion and enhancement of a tourist destination;
• using the main technological solutions, particularly web-oriented, for the design and management of tourism products;
• evaluating and designing effective managerial and governance solutions for the development of tourism businesses;
• mastering the tools for planning and implementing cultural projects within tourism policies.