-Ability to critically analyze different travel modalities linked to tourism and its cultural representations (such as travel literature, artistic iconography, photo and filmic images , advertising, etc.).
-Ability to analyze the tourist image of countries and places, the processes of production and reception of those images and its economic, territorial and cultural impact.
-Ability to identify, design and suggest itineraries and other forms of tourism based on the use of significant cultural representations (literary tours, film tourism, trips to nature, etc.).
-ability to analyze the tourist information; ability to use communication techniques; creativity; sensitivity to the natural and cultural heritage, as well as to sustainable tourism development; appreciation and recognition of the geographical and cultural diversity of the world; critical reasoning, etc.