The elements of the marketing mix, as variables affecting the decisions of consumers, must be considered in an integrated fashion in the strategy of tourism and hospitality operations. This case was designed for tourism marketing and management courses in higher education in order to introduce the students to the relevant concepts and develop their analytical skills. It was created considering collaborative learning and simulation as adequate pedagogical approaches: collaborative learning as an active teaching methodology that enables students to enhance their knowledge, skills and ability by combining theory and practice; and simulation as an experiential learning strategy seen as promoting critical thinking abilities and self-directed learning. Although designed in Portugal, this case study can potentially be used as a relevant resource in different geographical areas.