The purpose of the BCom (Tourism Management) qualification is to develop graduates with a strong foundation in economic and management sciences, complemented by specialised knowledge and applied skills in tourism management. The qualification aims to equip learners with the competencies required to operate effectively in the tourism sector, with particular emphasis on sustainable tourism development, entrepreneurship, and destination management.

The programme seeks to integrate theoretical knowledge with practical application through a Work Integrated Learning (WIL) component, thereby enhancing graduate employability and readiness for the workplace. It further aims to develop critical thinking, problem-solving, communication, and managerial skills that enable graduates to respond to the dynamic demands of the tourism industry.

In alignment with regional and national development priorities, the qualification is designed to contribute to economic growth and job creation, particularly within the Northern Cape, by preparing graduates to leverage cultural, heritage, and ecological tourism opportunities. The inclusion of niche areas such as heritage tourism, astro tourism, and ecotourism positions graduates to participate meaningfully in emerging and specialised tourism markets.

Ultimately, the qualification aims to produce ethically responsible, innovative, and socially conscious graduates who can contribute to the sustainable development of the tourism sector and the broader economy.

Graduates will demonstrate integrated knowledge of economic and management sciences, including business management, marketing, accounting, and economics, and the ability to apply this knowledge within the tourism context.

They will acquire tourism-specific knowledge and skills, including an understanding of tourism systems, destination management, heritage and cultural tourism, ecotourism, astro tourism, and travel operations, enabling them to engage effectively in diverse tourism environments.

Graduates will demonstrate analytical and problem-solving skills, enabling them to assess tourism trends, evaluate business opportunities, and develop innovative and sustainable solutions within the tourism sector.

They will develop entrepreneurial and business management competencies, including the ability to identify opportunities, develop business plans, and manage tourism enterprises, contributing to economic growth and job creation.

Graduates will demonstrate communication and interpersonal skills, including the ability to engage with diverse stakeholders, manage customer relations, and apply public relations principles in a tourism context.

They will acquire research and information management skills, including the ability to collect, analyse, and interpret data to inform decision-making in tourism and business environments.

Through the Work Integrated Learning (WIL) component, graduates will gain practical workplace experience and professional skills, enhancing their readiness for employment and their ability to apply theoretical knowledge in real-world contexts.

Graduates will be knowledgeable and competent professionals with a sound understanding of economic, management, and tourism principles, and the ability to apply these effectively within diverse organisational and industry contexts.

They will be critical and innovative thinkers, capable of analysing complex problems, evaluating tourism trends, and developing creative, sustainable solutions that respond to local and global challenges.

Graduates will be effective communicators, able to engage confidently and professionally with a wide range of stakeholders, including clients, communities, and industry partners, across diverse cultural contexts.

They will demonstrate entrepreneurial orientation, with the initiative and skills required to identify opportunities, develop tourism ventures, and contribute to economic development and job creation.

Graduates will be ethically responsible and socially conscious, with a commitment to sustainable tourism practices, cultural sensitivity, and the preservation of environmental and heritage resources.

They will be globally and locally responsive citizens, able to engage with international tourism dynamics while contributing meaningfully to regional development priorities, particularly within the Northern Cape context.

Graduates will exhibit professionalism and work-readiness, supported by practical experience gained through Work Integrated Learning, enabling a smooth transition into the workplace.

They will demonstrate digital literacy and adaptability, with the ability to utilise relevant technologies and adapt to the evolving demands of the tourism and business environments.

Finally, graduates will be lifelong learners, equipped with the motivation and skills to pursue continuous personal and professional development in a rapidly changing world.

The BCom (Tourism Management) programme provides strategic value by aligning academic provision with regional and national development priorities, particularly the growth of the tourism sector in the Northern Cape. It equips graduates with a combination of economic, management, and specialised tourism competencies, enhanced by Work Integrated Learning, to improve employability and support entrepreneurship. The programme revitalises an existing qualification on the PQM, enabling increased enrolment and institutional sustainability without significant additional resources. Furthermore, it contributes to economic development and job creation by preparing graduates to leverage the province’s unique cultural and environmental assets through sustainable tourism practices, thereby supporting both local communities and South Africa’s global tourism competitiveness.