In Brief

Next start date: Next start date:
Location – Dublin:
IMI Campus
10 Days
Who is it for: Who is it for:
Business owners, general managers and senior tourism managers
Facilitated Workshops: Facilitated Workshops:
6 + 1 graduation event
Duration: Duration:
6 months
Fee per applicant: Fee per applicant:
On Application

This programme is for you if…

You want to develop leaders in your business who see
possibilities your competitors ignore – and take advantage of them.

Why choose this programme?

The IMI Hospitality and Tourism Strategic Management Programme, created and delivered in partnership with Failte Ireland, is designed for organisations wishing to create a competitive advantage in an unpredictable marketplace.

It will support business owners and general managers to attain operational excellence in the areas of strategy, sales, marketing and finance, as well as developing them as future-ready leaders.

Participants can look forward to:

Business diagnostic

You will analyse your company’s operations in-depth, identifying opportunities and threats in the marketplace.

Facilitated workshops

Facilitated by experts, a series of workshops will be used to explore key themes and questions, and how they can be applied to your context.

Business Mentoring

Business mentoring will be provided on an individual basis with a Programme Director. This mentoring service can also include interaction with the wider management team in your organisation.

Networking with a diverse class group

You will work closely with colleagues from across industry - from hotels to tourist attractions - and will leave the programme with a valuable network of business contacts.

Client success stories

We sat down with participants from the first Strategic Management Programme for Tourism & Hospitality Leaders and asked them how it has allowed them to look at their business in a new light, devise new strategies and take concrete next steps.

Key takeaways


Grow your business in upturns and downturns.

Get the financial insights into your business that will allow you to plan for a sustainable future.

Sales and Marketing

Grow your customer base.

Devise sales and marketing strategies that will allow you to reach your customers at the right time and in the right places.

Strategic Vision

Define, refine and implement a strategic vision.

Take a deep-dive into your own business through the Business Diagnostic and see what the real challenges and opportunities are.

Programmes themes

Business Diagnostic Framework

Apply this modern business diagnostic framework for the tourist sector to your business.

Strategy and business planning

Create a strategic, actionable business strategy for your organisation.

Financial management

Develop the financial knowledge to understand and analyse financial accounts, applying tools to prepare future financial plans.

Sales and marketing

Formulate a sales and marketing approach for your business based on customer, competitor, segment, market and company analysis.

Leadership and managing change

Greatly enhance your practical leadership skills and learn how to influence and impact those around you.


Translate strategic planning concepts into actionable steps for your business.

Business plan presentations & graduation

Present your strategic project.

What our participants say

Nicola McDonnell
I wanted to understand what was really happening in the business, but never had the time to step back and look at it strategically. The business diagnostic tool allowed me to really focus on what we could actually do to meet the challenges out there - the programme will have a big effect on the business over the next five years.
Nicola McDonnell
Irish Whiskey Museum
John O’Neill
We faced a real directional challenge – where our company will be in 5 – 10 years – and I found the programme to be very beneficial for choosing the direction we want to go. We can see a tangible improvement in our business as a result of the programme.
John O’Neill
Hamlet Court

Client success story: Delphi Resort

Sabina Cox, Delphi Resort, decided to embark on the Strategic Management Programme for Tourism & Hospitality Leaders to improve the financial and operational elements of managing the Delphi resort business.

The programme allowed her to look at her organisation through a new lens and develop new strategies to overcome the challenges they were facing.

Programme Partners

We are proud to partner with Fáilte Ireland for the Strategic Management Programme for Tourism & Hospitality Leaders. Fáilte Ireland is the National Tourism Development Authority.