Tourism has long been a passion of Dr. Xiangping Li, shaping her academic journey to her current role as Coordinator for Tourism Business Management Programme (TBM) at UTM. For Dr. Li, tourism education extends far beyond technical knowledge—at its best, it equips students with a broad, adaptable skill set essential for success across a diverse range of career paths.
Despite the sector’s growing relevance, tourism education is sometimes associated with outdated perceptions—particularly the notion that it leads only to low-skill, low-pay roles. “It is more than just imparting tourism-specific knowledge—it’s also about developing transferable skills that prepare students to succeed in various fields,” she stressed.
As such, Dr. Li thinks it is imperative to reshape the narrative surrounding tourism education. “We should focus on the evolving nature of tourism and the dynamic career opportunities in areas such as destination management, tourism planning and development, and tourism technology.”
UTM is already moving in that direction. One clear example of this effort is that TBM Programme is designed to do more than simply train students for entry-level jobs—it prepares them to lead, innovate, and grow in a fast-changing global industry.
While the Programme provides students with state-of-the-art knowledge about the functioning of the travel and tourism industry, it also nurtures their ability to identify, assess, and pursue emerging business opportunities. Beyond technical expertise, the Programme helps students develop essential concepts and skills in sustainable development, management, and the operation of tourism businesses. It also aims to cultivate socially responsible professionals who are encouraged to think globally, decide locally, and act ethically.
Dr. Li highlighted the Program’s broad and integrated approach. By uniquely combining core areas of tourism studies with business management, it delivers a holistic understanding of the tourism system, the interdependence of its components, and the roles of various stakeholders. Students also build expertise in business-related subjects including strategic management, accounting, finance, and marketing, as well as technology, research, and languages.
Theory is continually linked to practice. All students also gain hands-on experience through practicums and internships. They are also encouraged to engage in exchange programmes at UTM’s partner institutions overseas. These experiences expose them to real-world challenges and opportunities, foster cultural exchange and nurture the global perspective essential for thriving in this dynamic industry.
“Ultimately, our goal is to develop well-rounded individuals capable of adapting to changing circumstances, regardless of the career path they pursue,” she added.
Embracing changes
Dr. Li’s own path reflects the vision she now champions. She earned her bachelor’s degree in tourism at Nankai University, a master’s degree in travel industry management from the University of Hawaiʻi at Mānoa, and a PhD in hospitality and tourism management from Virginia Polytechnic Institute and State University in the United States.
Shortly after completing her doctorate, she joined UTM—her first academic post. With more than 14 years at the University, she is devoted to nurturing generations of tourism professionals while witnessing the tourism sector undergo profound transformation, driven by digitalisation, sustainability imperatives, and ever-shifting traveller preferences.
In this evolving landscape, Dr. Li believes that both tourism programmes and students must be ready to adapt. “The tourism industry is dynamic and full of opportunities for those who are adaptable, innovative, and willing to explore,” she said.
Her advice to students is simple but powerful. “Take every chance to learn and grow. Don’t be afraid to take risks and pursue what inspires you while you’re still young. Passion and persistence will take you far,” she remarked.