To further expand students' global perspectives and enhance their cross-cultural communication skills and professional competencies, the Faculty of Hospitality and Tourism Management (FHTM) at Macau University of Science and Technology (MUST), in collaboration with the Swiss Education Group (SEG), successfully organized a ten-day summer camp in Switzerland. Led by Assistant Professor Dr. Hong Fang from FHTM, the program attracted outstanding students from various faculties, including FHTM and the School of Business (MSB). Participants embarked on a study tour to Switzerland, the heartland of international hospitality education, that integrated professional coursework, industry site visits, multicultural experiences, and cross-cultural exchanges. Immersed in an international learning environment, all students refined their professional skills, broadened their global outlook, and strengthened their intercultural communication capabilities, successfully completing the program with valuable personal growth.
The summer camp's academic curriculum was designed to address the latest global industry trends. On the campuses of the world-renowned César Ritz Colleges Switzerland and Hotel Institute Montreux (HIM), students participated in a series of inspiring masterclasses and thematic sessions covering core subjects such as "Digital Transformation and E-Commerce in Luxury," "Innovation and Sustainability," "Entrepreneurship and Leadership," and "International Professional Business Etiquette." The classroom experience departed from traditional lecture-based instruction, employing interactive teaching methodologies widely used in international education. Through role-playing, business networking simulations, group project proposals, and hands-on exercises, students were encouraged to engage in critical thinking, fully embodying the educational philosophy of interdisciplinary integration and global talent cultivation.
In-class session at César Ritz Colleges
Complementing the rigorous classroom learning, the organizers curated a diverse and distinctive itinerary of off-campus field trips. The delegation traveled across several Swiss cities, including Montreux, Vevey, Geneva, Interlaken, and Zermatt, deeply exploring Switzerland’s natural landscapes, cultural heritage, and signature industries. Students visited the renowned Swiss luxury watch and jewelry boutique, KIRCHHOFER, to conduct field research on brand essence and customer experience management in luxury retail. They also toured the International Red Cross and Red Crescent Museum and the United Nations Office at Geneva, gaining insights into the development of humanitarian efforts and reflecting on the responsibilities of global citizenship.
Furthermore, the team took a vintage panoramic train through the Lavaux Vineyard Terraces, a UNESCO World Heritage site, and visited prominent wineries such as Caves du Paradis for professional wine tastings and business model evaluations, witnessing firsthand how Switzerland transforms agricultural heritage into high-value experiential tourism. The students also experienced alpine tourism management through site visits to Aigle Adventure Park, Glacier 3000, and the Matterhorn region in Zermatt, gaining practical knowledge in outdoor tourism operations and visitor services management. Stepping beyond Swiss borders, the group also conducted cross-border excursions to the medieval town of Yvoire in France and Milan in Italy, immersing themselves in the unique customs, history, and culture of different European regions.
Visit to luxury retail KIRCHHOFER
Wine tasting at Caves du Paradis
Alpine adventure activities in the Bernese Oberland
Laser game competition in Villeneuve
The study camp concluded with a certificate presentation ceremony. Swiss faculty members spoke highly of the students, praising their active engagement in group discussions, fluent cross-cultural English communication, and exceptional teamwork, which vividly demonstrated the courtesy, critical thinking, and innovative global competence of MUST youths.
Group photo at César Ritz Colleges
Group photo at HIM graduation ceremony
A student representative from FHTM shared: "Staying in Montreux, waking up to the view of Lake Geneva every day, and being surrounded by peers and mentors from all over the world was extraordinary. During the reflection sessions, hearing how peers from diverse cultural backgrounds interpret leadership and sustainability was far more valuable than just sightseeing." Another student from MSB reflected that the journey not only equipped them with cutting-edge professional knowledge but also helped them forge profound and warm friendships with teammates while abroad, making it a fulfilling journey of self-breakthrough.
The trip leader Dr. Hong Fang remarked: "In an era of deepening globalization, possessing an international outlook, cross-cultural understanding, and global communication skills has become essential competencies for today's youth. This summer camp extended far beyond professional training. Immersed in a purely international language and living environment, students proactively bridged cultural gaps, perceiving differences in Sino-Western thinking and etiquette, while confidently sharing Chinese culture and Macao's unique identity. This two-way cultural exchange created truly vibrant and rewarding cross-cultural dialogues."
FHTM remains committed to cultivating interdisciplinary talents with global vision, innovative thinking, and a strong sense of social responsibility. The Switzerland Summer Camp stands as a vivid testament to this educational philosophy. Looking ahead, FHTM will continue to uphold its commitment to internationalization, deepen strategic partnerships with top-tier global academic institutions and industry leaders, and nurture future leaders in international hospitality and high-end cultural tourism, professionals with a global outlook, outstanding practical abilities, and a deep sense of commitment to their country and community.
