University of Leicester students contribute to tourism development in city

Posted by ap507 at Nov 15, 2017 10:20 AM |
International students taking the new MSc Marketing for Places and Tourism meet City Council to discuss ideas for generating innovative tourist products in Leicester

Issued by University of Leicester on 15 November 2017

A new programme developed by the University of Leicester will help students contribute to tourism development in the city.

The students, who are currently taking the University’s MSc Marketing for Places and Tourism, will be contributing their ideas and plans to Leicester City Council as part of the ambitious course - which is the first of its kind in Europe - during a private event on Thursday 16 November.

Place marketing and tourism are rapidly growing fields of marketing practice in the world and have become increasingly important drivers of growth in Leicester.

It is with this spirit that the Marketing Division within the University of Leicester’s School of Business has invited Grant Butterworth (Head of Planning) and Brian Lisowy (Place Marketing Manager) from Leicester City Council to meet the international students.

These two guest speakers will be at the centre of a special session in which students will be briefed on recent trends and future plans in term of physical development, urban regeneration and city marketing within Leicester.

From the following day, students will be called to dive into fieldwork sessions to study the city, with the aim to generate ideas for innovative tourist products.

This challenging assignment is part of the first module of the MSc, which is titled “Marketing Places: Tourism and Beyond” and aims to train students to attract and retain not only tourists, but also capitals, firms and also human resources such as citizens and workers.

This holistic approach to place development is what distinguishes the new programme from more established and mainstream tourism programmes and constitutes an appropriate lens to work on Leicester as a multicultural place.

The researchers from the University of Leicester’s School of Business, Drs Mihalis Kavaratzis and Massimo Giovanardi, believe that the relationship with the City Council is a strategic asset for the new programme.

Dr Giovanardi said: “We are honoured that the Council accepted our invitation and we hope that this will pave the way for a long-lasting collaboration”.

To get more information on the Programme:

A recent publication on place marketing and multiculturalism in Leicester by Dr Giovanardi published in the journal Cities is available here: 


Notes to editors:

For more information contact Dr Massimo Giovanardi on email


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