From tourism to marketing: how practical experience shapes academic paths

Where an interest in tourism and communication began

Annika grew up with her family’s wine estate and guesthouse, gaining early insight into how communication and attention to detail influence people’s experiences. These early impressions sparked her interest in tourism and people oriented work. During her Tourism and Leisure Management studies at IMC Krems, this awareness gradually developed into a strong interest in marketing and communication.

“Understanding people is the starting point for creating meaningful experiences.”

Internship semester in Tenerife: where experience meets perspective

A key milestone in Annika’s bachelor studies was her internship semester in Tenerife during her fourth semester. She spent 5 months working at a beautiful seaside hotel, supporting the front office team. Being at the centre of guest interaction showed how essential communication, empathy and organisation are in creating positive experiences.

Besides gaining hands on experience, she was entrusted with significant responsibility, which highlighted the importance of trust, initiative and reliability in a professional environment.

Beyond work, life in Tenerife offered valuable personal growth. Living abroad encouraged independence and adaptability, while connecting with other interns created a strong sense of community. Shared moments such as swimming in natural pools, travelling across the Canary Islands and watching sunsets resulted in friendships that continue to shape her journey.

“Living and working abroad pushed me out of my comfort zone and helped me grow both personally and professionally,” she says.

Choosing marketing as the next step

After completing her bachelor degree, the decision to continue with a master degree programme became clear. Building on her tourism background and international experience, the Marketing master degree programme at IMC Krems offered the ideal opportunity to deepen her understanding of strategic communication, branding and marketing.

The international atmosphere at IMC Krems plays a key role in this step. Studying alongside people from different cultural and professional backgrounds creates an open and inspiring learning environment. Supportive lecturers encourage discussion, critical thinking and creative approaches, making students feel guided and valued throughout their studies.

Applying marketing knowledge in practice

Alongside her studies, Annika supports the marketing team at IMC Krems, where ideas turn into stories and campus life becomes visible across different channels.

Working closely with the team allows her to gain hands on experience in content creation and professional marketing communication, while applying what she learns in class directly in practice.

More about Tourism and Leisure Management     More about Marketing