Opportunities in coastal and marine tourism education: Hello universities!
Coastal and marine tourism accounts for at least half of the global sector, so why are universities largely ignoring it?
Jeff Wilks illuminates the opportunities for higher education to offer coastal and marine tourism education (and training) to those keen to dive into the ‘Blue Economy’.
It’s a “Good Tourism” Insight. (You, too, can write a “GT” Insight.)
Glaring opportunities: Hello universities!
When considering challenges and opportunities over the next five years, one of the most glaring opportunities missed by universities is in coastal and marine tourism education.
It is now well documented that coastal and marine tourism represents at least 50% of total global tourism. It is also the largest economic sector for most small island developing states (SIDS), and a critical element in what has become known as the ‘Blue Economy’.
Coastal and marine tourism has a wide scope. It includes the development and management of hotels, resorts, marinas, and other amenities by the water, as well as the service delivery of water-based activities such as boating, swimming, surfing, snorkelling, scuba diving, cruise tourism, whale watching, fishing, kayaking, water skiing, and sailing. These water-based activities require trained and qualified ships’ crews, guides, supervisors, and managers with knowledge of sustainable tourism practices, marketing and operations, consumer behaviour, legislation, and legal responsibilities.
A review of course offerings reveals only one specialist university programme — the BA in Marine and Coastal Tourism organised by the University of the Highlands and Islands in Scotland—that covers both the theoretical and practical elements required in this specialty area. Admittedly, individual subjects can be found embedded in broader tourism and hospitality degrees, or in more generic marine science offerings. However, as noted in European reports, ‘higher education institutions are not paying enough attention to the skills in developing coastal and maritime tourism’ [also here].
Some universities may be reluctant to offer programmes in coastal and marine tourism, believing that skills-based training and accreditation belong strictly in the domain of technical and vocational colleges. This may also explain why many university tourism programmes are very generic — especially within business schools — only providing a small taste of a specialised area through electives.
Yet the importance of skills and industry-relevant training alongside traditional academic instruction is apparent in the success of adventure tourism degrees and higher education programmes in outdoor leadership. Examples include the Bachelor of Tourism Management at Thompson Rivers University in British Columbia, Canada, and the Bachelor of Health and Physical Education — Ecotourism and Outdoor Leadership at Mount Royal University in Alberta, Canada.
These degrees focus on experiential learning and leadership, often with certificates and diplomas providing a staged pathway to full degree programmes. Along the way, students gain industry accreditations and licences in applied areas such as wilderness first aid, canoeing, sea kayaking, and fly fishing. With these qualifications, graduates are work-ready and industry-relevant when they complete their studies.
In other specialist areas, universities have actively partnered with industry associations for their degrees. A prominent example is the BSc in Applied Golf Management Studies at the University of Birmingham, England delivered in partnership with the Professional Golfers’ Association (PGA). In the United States, 16 universities offer degrees as part of the PGA Golf Management University Program.
In the marine domain, the BSc in Diving Safety Management programme at the Institute of Tourism Studies in Malta is unique. Delivered in collaboration with Divers Alert Network (DAN Europe), the programme integrates diving science, medical and physiological aspects of diving, occupational health and safety, legal and insurance frameworks, and emergency response management. Students gain hands-on experience through certified diving courses, laboratory-based learning, research methods, and extensive local and international placements.
As highlighted in previous research:
“Given the current high level of interest and support for Blue Tourism from UN Tourism (UNWTO), the World Bank, the Asian Development Bank, and other agencies and governments, there is clearly an opportunity for universities to tailor new coastal and marine tourism education programs to fill an important and obvious gap in the market.”
What do you think?
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About the author
Jeff Wilks is a qualified lawyer and psychologist specialising in travel health, safety, and wellbeing. Having grown up in Papua New Guinea, Jeff’s early training was in cross-cultural psychology, which earned him a PhD from the University of Queensland, Australia and confirmed a love of travel. Dr Wilks has led risk management programs internationally, spoken at ministerial meetings and industry forums, and authored eight books on tourism safety and risk.
An active marine safety practitioner and scuba diving instructor, in 2003 Jeff was awarded an International Life Saving Federation Citation of Merit for his contribution to risk management and beach safety. In 2017 he was awarded a Commonwealth Diploma by the Royal Life Saving Society (UK) for his contributions to water safety and drowning prevention.
Dr Wilks has also written for The “GT” Travel Blog.
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Opportunities in coastal and marine tourism education: Hello universities! A Gemini-generated image.
