UF Tourism, Hospitality & Event Management Dept. (THEM) | Eric Friedheim Tourism Institute (EFTI)

What UF Tourism, Hospitality & Event Management Dept. (THEM) | Eric Friedheim Tourism Institute (EFTI) does

The Eric Friedheim Tourism Institute (EFTI) and the Department of Tourism, Hospitality and Event Management (THEM) form an academic research unit within the University of Florida's College of Health and Human Performance, headquartered in Gainesville, Florida. EFTI operates as the first department of tourism, hospitality, and event management at a Top 5 U.S. public university, conducting visionary travel research across AI, data analytics, crisis management, sustainability, festivals, and space tourism. The institute serves graduate students (MS, PhD), industry organizations, and academic collaborators through degree programs, the online MS in Tourism and Hospitality Management, and a forthcoming MS in AI-Driven Hospitality at the UFJAX campus (Jacksonville, expected January 2027). A tiered industry Partnership Program (Platinum, Gold, Silver, Bronze) connects EFTI to dozens of named industry partners including Walt Disney World, Visit Lauderdale, Visit Tampa Bay, Chick-fil-A, Marriott Vacations Worldwide, DIRECTV for Business, and Poly.ai.

EFTI's core intellectual output is organized around four research initiatives: the AI and Data Analytics Initiative, the National Risk Prevention and Crisis Management Initiative, the Sustainable Business and Development Initiative, and the Festival and Event Initiative. Distribution occurs through UF's graduate admissions infrastructure, the EFTI.Talk blog, the EFTI Newsletter, and earned media (46+ outlets since 2021). Thought leadership is concentrated under Director Dr. Rachel J.C. Fu, who also serves as Department Chair since Summer 2020.

The business model is non-commercial in the traditional sense. As a public university research institute, EFTI does not generate commercial revenue; funding flows through University of Florida tuition, sponsored research grants, and Partnership Program contributions. The institute employs approximately 6 people, with a small core team, and operates without external investors or private ownership. Strategic priorities include expanding graduate education to the Jacksonville market, deepening AI-focused research and curriculum, and broadening industry partnership engagement across the tourism, hospitality, and event management sectors.

Name

UF Tourism, Hospitality & Event Management Dept. (THEM) | Eric Friedheim Tourism Institute (EFTI)

Legal name

Eric Friedheim Tourism Institute at the University of Florida

Website

https://uftourism.org

Company type

Public

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The Eric Friedheim Tourism Institute (EFTI) and Department of Tourism, Hospitality and Event Management (THEM) at the University of Florida conduct tourism, hospitality, and event management research, train graduate students (MS, PhD), and engage industry partners through a tiered Partnership Program, with a forthcoming MS in AI-Driven Hospitality at UFJAX.

Ownership category

akta.pro rank

Product category

Higher Education and Academic Research (Tourism, Hospitality, and Event Management)

NAICS

Research and Development in the Social Sciences and Humanities (541720)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro industry

PRIMARYEDAHAEAC

Institutes of Technology (IoT / Technical Universities)

Education/Higher Education (Colleges & Universities)/Technical & Polytechnic Universities

Keywords

• Tourism research institute
• Hospitality education programs
• Event management research
• Industry partnership program
• Graduate tourism degrees

Headquarters

HQ city

Gainesville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tuition and Academic Program Fees: Revenue generated from graduate (MS, PhD) tuition and fees for the Department of Tourism, Hospitality and Event Management, including the online Master of Science in Tourism and Hospitality Management and the forthcoming MS in AI-Driven Hospitality (UFJAX, expected January 2027).
2. Sponsored Research Grants: Funding from government agencies, foundations, and industry sponsors supporting faculty and graduate student research projects across the institute's various initiatives.
3. Industry Partnership Program: EFTI's Partnership Program offers tiered membership (Platinum, Gold, Silver, Bronze) to tourism and hospitality organizations. Partners receive recruiting access, scholarships for employees, research consultation, whitepapers, networking, and workshops in exchange for program support.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

EFTI/THEM is a public university research institute that offers graduate degree programs (MS and PhD) in Tourism, Hospitality and Event Management, an online MS in Tourism and Hospitality Management, and a forthcoming MS in AI-Driven Hospitality. It conducts industry-focused research through four initiatives (AI and Data Analytics; National Risk Prevention and Crisis Management; Sustainable Business and Development; Festival and Event), and engages industry through a tiered Partnership Program, an Industry Advisory Board, whitepapers, workshops, and consulting.

Product overview

The Eric Friedheim Tourism Institute (EFTI) at the University of Florida is an academic research institute within the Department of Tourism, Hospitality and Event Management (THEM). Rather than a software product company, it offers educational programs including graduate degrees (MS, PhD) and executive education, research initiatives focused on tourism and hospitality trends, industry partnership programs, travel awards, and thought leadership content through EFTI.Talk and Visionary Insights publications. The institute does not operate as a unified software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• MS in Tourism and Hospitality Management (Online) Fully online Master of Science degree program in Tourism and Hospitality Management offered by the Department of Tourism, Hospitality and Event Management (THEM) at the University of Florida, available to working professionals and graduate students nationally.
• PhD in Tourism, Hospitality and Event Management Doctoral degree program in Tourism, Hospitality and Event Management offered on-campus in Gainesville, Florida, focused on training scholars to conduct research addressing industry needs under faculty mentorship.
• EFTI Partnership Program Tiered industry membership program (Platinum, Gold, Silver, Bronze) offering tourism and hospitality organizations access to graduate recruiting, employee scholarships, research consultation, whitepapers, networking events, and workshops.
• AI and Data Analytics Initiative Research initiative exploring applications of artificial intelligence, machine learning, and predictive analytics across destination management, hospitality operations, senior care ecosystems, and consumer behavior prediction.
• National Risk Prevention and Crisis Management Initiative Research initiative focused on helping communities and destinations prepare for, respond to, and recover from crises, including natural disasters, health emergencies, and geopolitical disruptions.
• Sustainable Business and Development Initiative Research initiative addressing sustainability challenges and opportunities across tourism, hospitality, and event sectors, including environmental stewardship and responsible business practices.
• Festival and Event Initiative Research initiative supporting the planning, execution, and impact assessment of festivals and events as tourism and community development tools.
• EFTI Travel Literature Awards Award program recognizing outstanding travel literature and journey narratives, including the Edith Hall Friedheim Journey and Barbara Jaffe Journey awards.

Quantifiable outcome

• EFTI and Dr. Rachel J.C. Fu have appeared in 46+ major media outlets since 2021, including ABC News, Newsweek, Bloomberg, NPR, and CNBC

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered flagship, core and supporting.

• EFTI Platinum Level SponsorflagshipGTM or Marketing PartnerPlatinum level is the highest tier of the EFTI Partnership Program. Platinum partners receive premier access to EFTI's graduate talent pipeline, executive recruiting services, research consultation, exclusive whitepapers, and direct engagement with faculty and the Industry Advisory Board. The Platinum sponsor's logo is featured at the top of the EFTI Partnership Program page.
• Worth ItcoreGTM or Marketing PartnerWorth It is a Gold level partner in the EFTI Partnership Program. As a Gold partner, Worth It gains access to EFTI's graduate recruiting pipeline, employee scholarship opportunities for the online MS in Tourism and Hospitality Management, research consultation, industry whitepapers, and networking with other tourism and hospitality organizations.
• DIRECTV for BusinesscoreGTM or Marketing PartnerDIRECTV for Business is a Gold level partner in the EFTI Partnership Program. As a Gold partner, DIRECTV for Business engages with EFTI's talent pipeline and research ecosystem, with benefits including recruiting access, scholarship program association, and industry thought leadership content.
• Poly.aicoreGTM or Marketing PartnerPoly.ai is a Gold level partner in the EFTI Partnership Program. As a Gold partner, Poly.ai participates in EFTI's industry ecosystem with access to graduate talent, research collaboration opportunities, and cross-industry networking within the tourism and hospitality sector.
• 26xcoreGTM or Marketing Partner26x is a Gold level partner in the EFTI Partnership Program. As a Gold partner, 26x engages with EFTI's graduate talent pipeline, industry research outputs, and the broader tourism and hospitality partner ecosystem.
• Sweet Pete's CandysupportingGTM or Marketing PartnerSweet Pete's Candy is a Silver level partner in the EFTI Partnership Program. Silver partners receive recruiting access, scholarship program association, and networking within the EFTI industry ecosystem.
• PeterbrookesupportingGTM or Marketing PartnerPeterbrooke is a Silver level partner in the EFTI Partnership Program. As a Silver partner, Peterbrooke participates in EFTI's industry network and gains access to graduate talent recruitment and scholarship program association.
• True North HospitalitysupportingGTM or Marketing PartnerTrue North Hospitality is a Bronze level partner in the EFTI Partnership Program. Bronze level partners receive recruiting access and association with EFTI's scholarship programs for graduate talent.
• Marriott Vacations WorldwidesupportingGTM or Marketing PartnerMarriott Vacations Worldwide is a Bronze level partner in the EFTI Partnership Program. As a Bronze partner, Marriott Vacations Worldwide accesses EFTI's graduate recruiting pipeline and scholarship program association within the tourism and hospitality industry ecosystem.
• Sweetwater InnsupportingGTM or Marketing PartnerSweetwater Inn is a Bronze level partner in the EFTI Partnership Program. Bronze level partners receive recruiting access and association with EFTI's industry scholarship programs.
• Visit LauderdalesupportingGTM or Marketing PartnerVisit Lauderdale is an EFTI Program Collaborator, listed alongside other organizations that engage with the institute. Visit Lauderdale collaborates with EFTI on industry research, student engagement, and tourism development initiatives.
• Visit Tampa BaysupportingGTM or Marketing PartnerVisit Tampa Bay is listed as an EFTI Program Collaborator. As a destination marketing organization, it collaborates with EFTI on research, talent development, and tourism industry initiatives in the Tampa Bay region.
• Chick-fil-AsupportingGTM or Marketing PartnerChick-fil-A is an EFTI Program Collaborator. As a collaborator, Chick-fil-A engages with EFTI's research ecosystem, industry advisory activities, and talent pipeline for the tourism, hospitality, and food service industries.
• Marriott Aloft HotelssupportingGTM or Marketing PartnerMarriott Aloft Hotels is an EFTI Program Collaborator, participating in the institute's industry engagement ecosystem alongside faculty, students, and other tourism and hospitality organizations.
• Holiday Inn ClubsupportingGTM or Marketing PartnerHoliday Inn Club is an EFTI Program Collaborator, engaging with the institute's research programs and industry partnership ecosystem for the hospitality sector.
• Walt Disney World (Program Collaborator)supportingGTM or Marketing PartnerWalt Disney World is an EFTI Program Collaborator. As a major hospitality and entertainment employer and industry leader, Disney collaborates with EFTI on student engagement, research, and industry advisory initiatives.
• Disney CareerssupportingGTM or Marketing PartnerDisney Careers is listed as an EFTI Program Collaborator, representing the Walt Disney Company's engagement with EFTI's talent development and industry collaboration programs.
• Tourism CaressupportingGTM or Marketing PartnerTourism Cares is an EFTI Program Collaborator, engaging with the institute on industry social responsibility, community engagement, and sustainable tourism initiatives.
• Foley (Law Firm)supportingGTM or Marketing PartnerFoley is listed as an EFTI Program Collaborator, bringing legal industry perspective to the institute's interdisciplinary research and industry advisory activities.
• Florida Historic Coast (CJF Marketing International)supportingGTM or Marketing PartnerFlorida Historic Coast is an EFTI Program Collaborator, collaborating with the institute on heritage tourism research and destination marketing initiatives in Florida's historic coastal communities.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Purdue University - Hospitality and Tourism Management: Purdue's Department of Hospitality and Tourism Management offers graduate programs, industry engagement, and applied research at a major US public university. Directly comparable to EFTI in mission, structure, and Big Ten public university context.
• Michigan State University - School of Hospitality Business: MSU's School of Hospitality Business offers graduate programs, industry partnerships, and research in hospitality and tourism. Directly comparable to EFTI in mission and structure as a US Big Ten hospitality school.
• Hong Kong Polytechnic University - School of Hotel and Tourism Management: HK PolyU's SHTM is consistently ranked among the top hospitality and tourism schools globally, with extensive graduate programs, research output, and industry partnerships. Comparable to EFTI as a top-tier research-intensive hospitality school.
• NYU Jonathan M. Tisch Center of Hospitality: NYU's Tisch Center offers graduate hospitality programs, industry partnerships, and thought leadership content from a major urban US university. Directly comparable to EFTI's THEM department in academic focus and industry engagement model.
• Penn State University School of Hospitality Management: Penn State's School of Hospitality Management is one of the oldest and most established US hospitality schools, offering graduate programs, industry partnerships, and research. Directly comparable to EFTI in academic focus and industry engagement.
• UNLV William F. Harrah College of Hospitality: UNLV's Harrah College is the largest hospitality college in the world and offers extensive graduate programs, industry partnerships (Las Vegas-focused), and research output in tourism, hospitality, and events. Directly comparable to EFTI in mission and structure.
• Cornell University Nolan School of Hotel Administration: Cornell's Nolan School is one of the most prestigious hospitality management schools in the United States, offering graduate (MMH, PhD) programs, industry partnerships, and research output directly comparable to EFTI's THEM department. Both serve as elite US-based academic hubs for hospitality research and industry engagement.

Regional players

• University of Surrey - School of Hospitality and Tourism Management: University of Surrey is a leading UK hospitality and tourism research school with strong graduate programs and industry partnerships. Comparable to EFTI in academic focus but operating primarily in the UK/European market.

Broad incumbents

• Ecole hôtelière de Lausanne (EHL): EHL is the world's oldest hotel school and a global leader in hospitality education, offering undergraduate, graduate, and executive programs plus industry research. Comparable to EFTI as a top-tier hospitality academic institution with broader global brand recognition.
• Les Roches International School of Hotel Management: Les Roches is a leading global hospitality school with campuses in Switzerland, Spain, and China, offering graduate and executive programs plus industry research. Comparable to EFTI as a top-tier global hospitality academic institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ericfriedheimtourisminstitute

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about UF Tourism, Hospitality & Event Management Dept. (THEM) | Eric Friedheim Tourism Institute (EFTI)