Bachelor of Commerce in Tourism & Hospitality at Curtin University Malaysia: A gateway to a dynamic global hospitality, tourism and events industry
By Dr Samuel Folorunso
Introduction
The tourism and hospitality industry is one of the most vibrant and rapidly growing sectors globally, contributing significantly to economies and creating millions of jobs annually. In Malaysia, this industry is a cornerstone of the nation’s economic development, with the government actively promoting the country as a top tourist destination in Southeast Asia.
Curtin University, Malaysia, offers a Bachelor of Commerce in Tourism and Hospitality (single major), and Bachelor of Commerce in Marketing, Tourism and Hospitality (double major), degree course designed to equip students with the knowledge, skills, and practical experience needed to thrive in this dynamic field. These programs are tailored to meet the demands of the modern tourism, hospitality, events and convention industry, blending theoretical learning with real-world applications.
Tourism and Hospitality course is ideal for students who are passionate about travel, customer service, event management, and the business aspects of hospitality. It provides a comprehensive understanding of the industry, preparing graduates for a wide range of career opportunities both in Malaysia and internationally. In this article, career prospects, industry demand, and recommendations for future students considering this program at Curtin University Malaysia are explored.
Course overview
The Bachelor of Commerce in Tourism & Hospitality (single major) and Bachelor of Commerce in Marketing, Tourism and Hospitality (double major) at Curtin University Malaysia is a three-year program that combines core business principles with specialised knowledge in tourism and hospitality management. The curriculum is designed to provide students with a strong foundation in areas such as strategic career design, financial decision making, and strategic marketing, while also focusing on industry-specific topics like tourism planning, hospitality experience, tourism marketing, hospitality management, managing tourism destinations, digital marketing and e-commerce, business internship, creating content and marketing briefs, managing social media platforms, event management, responsible and sustainable tourism practices.
Key modules include:
- Tourism management: Understanding the global tourism industry, destination marketing, and tourism policy.
- Hospitality management: Learning the intricacies of hotel and resort management, food and beverage operations, and customer service excellence.
- Event management: Gaining skills in organising and managing events, conferences, and conventions.
- Responsible and sustainable tourism: Exploring eco-tourism and responsible travel practices.
- Digital marketing for tourism: Leveraging technology and social media to promote tourism and hospitality services.
The program also emphasises practical experience through internships, industry projects, and collaborations with leading tourism and hospitality organisations. This hands-on approach ensures that graduates are job-ready and capable of meeting the challenges of the industry.
Career prospects and opportunities
Graduates of the tourism and hospitality program at Curtin University are well-positioned to pursue a variety of exciting career paths. The tourism and hospitality industry offers diverse opportunities, ranging from roles in hotels and resorts to positions in event management, travel agencies, and tourism boards. Below are some of the key career prospects for graduates:
- Hotel and resort management: Graduates can work in middle and top managerial roles at various international hotel chains. Positions include hotel manager, front office manager, food and beverage manager, revenue manager, and general manager. Malaysia’s thriving tourism industry, with its world-class resorts in destinations like Langkawi and Penang, provides ample opportunities for employment.
- Event and convention management: The events industry is booming, with Malaysia hosting numerous international conferences, exhibitions, and conventions. Graduates can work with event and tourism-related organisations for roles such as event coordinator, convention planner, and exhibition manager.
- Travel and tourism agencies: Graduates can join travel agencies, tour operators, or online travel platforms holding positions such as travel consultant, tour manager, and destination specialist. With Malaysia’s strategic location in Southeast Asia, there is a high demand for professionals who can promote regional travel.
- Airline and cruise industry: The airline and cruise sectors offer exciting opportunities for graduates. Graduates can aim for roles in aviation companies or cruise line including cabin crew, ground staff, and customer service representatives.
- Tourism development and marketing: Graduates can work with tourism boards, government agencies, or private companies to promote destinations and develop tourism strategies. Many of which offer roles in marketing, research, and policy development.
- Education and training: For those interested in academia, opportunities exist to work at hotel schools and universities. International hospitality management institutions often seek qualified professionals to teach and train the next generation of hospitality leaders.
Industry demand in Malaysia and globally
The tourism and hospitality industry is a major driver of economic growth in Malaysia. According to the World Travel and Tourism Council (WTTC), the sector contributed 15.9% to Malaysia’s GDP in 2022 and supported over 3.5 million jobs. The government’s initiatives, such as the Malaysia Tourism Transformation Plan (TTP), aim to attract 36 million tourists annually by 2025, creating a high demand for skilled professionals. Globally, the industry is rebounding strongly after the challenges posed by the COVID-19 pandemic. The WTTC predicts that the global tourism and hospitality sector will create 126 million new jobs by 2032. This growth is driven by increasing international travel, the rise of eco-tourism, and the expansion of the events and conventions industry.
Insights and professional advice
As someone deeply familiar with the tourism and hospitality industry, it is advisable to offer the following insights and advice to future students:
- Develop a global mindset: The tourism and hospitality industry is inherently international. Be open to working in different countries and cultures. Fluency in multiple languages, especially English, Mandarin, and Malay, can be a significant advantage.
- Gain practical experience: Internships and part-time jobs in the industry are invaluable. They not only enhance your resume but also help you build a professional network.
- Stay updated with industry trends: The industry is constantly evolving, with new technologies and consumer preferences shaping its future. Stay informed about trends like digital nomadism, sustainable travel, and the use of artificial intelligence in hospitality.
- Build soft skills: Customer service, communication, and problem-solving skills are crucial in this industry. Focus on developing these skills throughout your studies.
- Consider further education: If you aspire to leadership roles, consider pursuing a master’s degree in hospitality management or an MBA with a specialisation in tourism.
Recommendation to future students
If you are passionate about travel, enjoy working with people, and are looking for a career that offers both excitement and stability, the Bachelor of Commerce in Tourism & Hospitality at Curtin University Malaysia is an excellent choice. The program’s comprehensive curriculum, combined with Curtin University Malaysia’s strong industry connections, ensures that you will be well-prepared for a successful career in this dynamic field. Malaysia’s vibrant tourism industry and the global demand for skilled professionals make this an ideal time to pursue a degree in tourism and hospitality. Whether you dream of managing a luxury resort, organising international events, or promoting sustainable tourism, this program will provide you with the tools to turn your aspirations into reality.
The Bachelor of Commerce in Tourism & Hospitality and Bachelor of Marketing, Tourism and Hospitality at Curtin University Malaysia, is more than just a degree – it’s a passport to a world of opportunities. With its blend of academic rigour and practical experience, the program prepares students to excel in a competitive and ever-changing industry. As the global tourism and hospitality sector continues to grow, graduates of this program will be at the forefront, shaping the future of travel and hospitality.
