The goal of the BA program in Hospitality Management is to educate individuals for leadership roles in Icelandic tourism. The program is tailored to Icelandic tourism with a strong connection to companies and institutions in the field.

Individuals with a BA degree in Tourism Management and Guest Reception are leaders in guest reception in Icelandic tourism. Graduates lead their own companies and others, and undertake diverse roles in guest reception such as in accommodation and catering, recreational businesses, and events.

The program emphasizes the philosophy of sustainable development in operations and management. There is a strong focus on training the individual's leadership and management skills. Students receive both theoretical grounding and practical training throughout the program, gaining a good insight into the various aspects of guest reception in different areas of the tourism industry. The program concludes with a 12 ECTS credit final project where students can choose to write a BA thesis or undertake a BA project.

The program also serves as preparation for further studies, such as in guest reception and tourism studies.

The program is conducted through distance learning, with students expected to attend sessions two to three times per semester. Otherwise, students can manage their studies within the framework of each course's schedule. Students typically take three courses simultaneously throughout the study period. Four out of five courses within each semester span half a semester (6-7 weeks), while one course extends throughout the entire semester. Projects are usually conducted until summer, and students enroll in autumn. It is possible to pursue the program alongside work commitments.