MIAMI (August 20, 2025) – The Premium Cigar Association (PCA) and the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) announce the launch of a one-of-a-kind luxury marketing and experiences executive education program focused on the business of premium cigars. The immersive program will provide students with direct insight into the world of luxury branding through the lens of the premium cigar industry and allied luxury sectors. It will take place at FIU in Miami from November 19-21, 2025.
Led by PCA’s Chief Executive Officer Joshua Habursky, this intensive program will feature guest speakers from the cigar, spirits, hospitality, and luxury goods industries. Participants will gain first-hand exposure to the marketing strategies, brand collaborations, retail environments, and regulatory considerations that shape today’s luxury consumer experiences.
“This is the first step in what I hope to be a long-standing partnership with the preeminent hospitality school in the world,” said Habursky. “Situated in Miami, a hub of the premium cigar industry, FIU Hospitality is the perfect partner to launch this masterclass, which will feature the best of the premium cigar industry. My hope is to eventually offer both online and in-person classes to help professionalize the premium cigar industry and educate people on the niche industry in the larger hospitality sector,” Habursky added.
Topics will include immersive event marketing, luxury collaborations with celebrities and fashion houses, marketing restrictions for age-restricted products, and comparative marketing across cigars, spirits, wine, and chocolate. Attendees will complete the program with a course exam preparing them for future roles in luxury marketing across hospitality, retail, and lifestyle sectors as they earn a certificate of completion.
“Product knowledge and customer service can only get you so far in your career,” said Michael Cheng, PhD and dean of FIU’s Chaplin School of Hospitality & Tourism Management. “We are honored to partner with PCA, the oldest and largest active trade association representing and assisting cigar retailers and suppliers, to help cigar aficionados become experts in their field and increase their business potential.”
This initiative reinforces PCA’s mission to elevate the premium cigar industry through education, experience, and strategic partnerships.
“Luxury today is about more than a product, it’s about crafting unforgettable, emotionally resonant experiences,” said Suzanne Bagnera, PhD and FIU’s Chaplin School’s Executive Education program director. “This course is bridging the worlds of tradition and innovation, giving professionals the tools and insights to elevate their brand and authentically connect with the luxury consumer.”
Enrollment is open now through November 5th for the November 19th course. Please visit hospitalityexed.fiu.edu for more information. You can also email at Ho******@fi*.edu or call 305.919.4775 to secure a spot.
About the Premium Cigar Association
The Premium Cigar Association is the leading trade association representing retailers, manufacturers, and partners in the premium cigar and pipe tobacco industry. Through advocacy, education, and events, PCA protects and promotes the industry’s interests while delivering value to its members.
About FIU’s Chaplin School of Hospitality & Tourism Management
Florida International University’s Chaplin School of Hospitality & Tourism Management is the No. 4 best hospitality school among U.S. Public Universities and ranked 31 in the world, placing it in the Top 1% globally. As the second-largest hospitality school in the U.S., FIU attracts nearly 1,200 undergraduate and graduate students from around the world who are drawn to our outstanding reputation, expert faculty, immersive curriculum, and real-world career pathways. From international hotel and lodging to real estate, foodservice, beverage management, tourism, revenue management, entertainment, and large-scale events, our programs prepare students to lead across the full spectrum of the global hospitality industry.
Located in the heart of Miami—a world-class tourism hub—our students gain unparalleled hands-on, experiential learning that brings hospitality education to life. For more information about Florida International University’s Chaplin School of Hospitality & Tourism Management, visit http://hospitality.fiu.edu.
About FIU
Florida International University is a Top 50, preeminent public research university with 55,000 students from all 50 states and more than 140 countries, as well as an alumni network of more than 340,000. Located in the global city of Miami, the university offers more than 200 degree programs at the undergraduate, graduate and professional levels, including medicine and law. FIU faculty are leaders in their fields and include National Academy members, Fulbright Scholars, and MacArthur Genius Fellows. A Carnegie R1 institution, FIU drives impactful research in environmental resilience, health, and technology and innovation. Home to the Wall of Wind and Institute of Environment, FIU stands at the forefront of discovery and innovation. With a focus on student success, economic mobility and community engagement, FIU is redefining what it means to be a public research university.
