Study overview

Become the future innovator

Future innovators must understand the market, attraction management, and operational processes to develop new content, products, and services. There’s a growing need for attraction managers who can design successful concepts from a business perspective. 

Creative leadership is crucial for these managers. Our program emphasizes professional development in guest experiences, services, and team leadership. You will tackle industry challenges and learn critical leadership skills like communication, decision-making, consensus-building, networking, ethics, and negotiation. 

Phase 1 – Translating Meaningful Guest Experiences to Hospitality Operations

In the first year of this specialisation, you will receive a comprehensive introduction to the European attractions and theme park industry. Over the first 15 weeks, you will delve into the development and management of visitor attractions, learning how to create experiences through Imagineering and Storytelling, and how to translate these to the main business operations (Ride Operations, Retail & Merchandise, and Food & Beverage). We place special emphasis on guest hospitality and will visit best practises in this field.

You will work in learning communities together with lecturers, alumni, real-life clients (such as theme parks, zoos, and suppliers), and industry partners.

You will also gain hands-on experience at one of the world’s major theme park resorts through a 20-week international placement at Walt Disney World Resort in Orlando or another major theme park in Europe. English will be the primary language used throughout the programme.

Phase 2 – Management Strategies for Attractions and Theme Parks

With the insights and experiences gained from your international placement, you will further deepen your management knowledge and skills in the second year. Over four semesters, you will receive training in Operations (Safety & Law), Finance (Investment & Accounting), Marketing (Sales & Communication), and Sustainable Innovation. In all these semesters you will work on projects for European attractions, zoos, or theme parks. To encourage your pursuit of an international position, we offer a study trip abroad, providing you with deeper insights into a European theme park. English will be the primary language used throughout the programme.

Phase 3 – Minor and Bachelor’s Thesis

To ensure a smooth progression from the course and content phase to the thesis phase, you will be offered several opportunities to apply your strategic thinking in the field. You can opt for the minor in Design & Strategies for Themed Entertainment, which focuses on business modelling for a new guest experience commissioned by one of our industry partners. Alternatively, you can choose other minors offered by BUas or other institutes. During these minors, you will be placed in seminar groups where you write your individual thesis proposal. This process culminates in a (research) project/thesis. Ideally, your thesis topic should address a management problem in the attractions industry.

You will graduate based on a final exam in which you prove your competencies as an Attractions & Theme Parks Manager.

Admission & Application