Dirk Schmücker

Head of Research
Ph.D., M.A., Market Researcher (BVM)

Phone: +49 (0)431 666 567 20

Further contact details

  • Skype user name: dirkschmuecker (mostly offline, please notify)



  • 2019 – present: Professor for Tourism at the Westcoast University of Applied Sciences in Heide (Germany)
  • 2007 – present: Head of Research at NIT
  • 1998 – 2007: Partner and Managing Director at Project M Tourism Consulting and Research (with Professor Edgar Kreilkamp and Cornelius Obier)
  • 1995 – 2007: Ph.D. in Marketing/Consumer Research, Research assistant at Lüneburg University
  • 1993: Freelancer at Studienkreis für Tourismus, Starnberg
  • 1990 – 1995: M.A. in business administration, geography and tourism management at Lüneburg University (now: Leuphana University)
  • 1986 – 1989: Vocational training as tourism expert
  • 1967: born in Lünen (Germany)


Fields of work: Travel research, decision making, information processes, destination research, empirical methods, data analytics

Guest lecturer (past and present) at Freie Universität Berlin, Wirtschaftsuniversität Wien, Christian-Albrechts-Universität Kiel, International School of Management Hamburg



The NIT has contributed data and findings from the 2018 Reiseanalyse on German outbound tourism to Asia and the interest of Germans’ in travelling to China to the publication UNWTO/GTERC Asia Tourism Trends - 2018 Edition.

UPCOMING Dates and events

More on past events in our archive