[Cultivation objectives] Cultivate versatile applied talents with reasonable knowledge structure, abundant practice experience, strong learning ability and high comprehensive quality needed by the culture and the tourism industry with the orientation of the demands of the culture and tourism industry development and the consumption market in the new era in Zhejiang and even the whole country. The versatile applied talents shall have comprehensive humanistic quality and cultural connotation, with abilities in cultural idea planning, digital application scenario design, tourism brand communication new media operation and cultural tourism project planning and operating.

[Specialty advantages] As the first applied featured specialty in our university, it has a teaching team composed by specialized teachers, governmental experts and senior managers and industry teachers of related industries. Many of the teachers have background of studying abroad such as in the U.S. or studying in Hong Kong working experience in high-end hotels. The specialty has professional laboratories such as “intelligent tourism”, “culture tourism planning and communication” and “beverage mixing and tasting”. In addition, the specialty has more than 10 practice bases such as Zhejiang Tourism Group, Zhejiang Culture and Tourism Propagandizing and Popularizing Information Center, the West Lake State Guest House in Hangzhou and Tripmod Group. The specialty cultivates talents by means of “customized talent cultivation with industry institutes”, “tutor club”, “project-system training” and “integration of courses and certificates”, and has cultivated more than 2000 excellent graduates, including general managers of international famous brand hotels, general managers of large-scale tourism groups, founders of high-end customized tourism brand planning companies, civil servants, partners for rural operation and backbones of cultural tourism and new media companies.

[Employment orientation] Students can work on cultural creativity, digital tourism, travel and vacation, rural tourism, health maintenance tourism in enterprises and public institutions as well as cultural tourism governmental departments; or they can study for a master’s degree or start business.

[Core courses] Introduction to Tourism, Introduction to Culture and Tourism Industry, Tourism Enterprise Management, Culture and Tourism Creativity, Cultural and Tourism Products and Event Planning, New Tourism Media Operation, Tourism Brand Communication, Digital Tourism and Rural Tourism Development and Project Operation

[Vocational certificate] Study abroad Travel Planning and Management certificate (EEPM), tourism customization, wine tasters, tourist certificate, hotel manager certificate, tourism operators, human resource professional, etc.