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Tourism Marketing Manager

View this career for different education levels:

Primary Secondary Post-16

A Tourism Marketing Manager is responsible for promoting tourist destinations, attractions, or services to attract visitors. This role involves developing marketing strategies, managing campaigns, coordinating with travel agencies, and analysing market trends to boost visitor numbers. Tourism Marketing Managers often use digital marketing, social media, public relations, and partnerships with other businesses to reach their target audiences. They usually work for local councils, tourism boards, hotels, resorts, or travel companies. Strong communication, creativity, and organisational skills are essential in this career. The job can also involve attending events, conducting market research, and working closely with stakeholders to ensure that marketing activities align with business objectives.

Tourism Marketing Manager

📊 Statistics

Typical Salary Range

Tourism Marketing Managers in the UK usually earn between £28,000 and £50,000 per year, with senior positions reaching up to £60,000 or more depending on experience and location.

Job Availability

There are approximately 20,000 marketing manager positions across the UK, with a significant proportion dedicated to the tourism and hospitality sectors.

Industry Growth

The UK tourism industry supported over 3.1 million jobs in 2022, and the demand for skilled marketing professionals in this sector is expected to grow by 6 percent over the next five years.

🚀 Careers in this path

Digital Marketing Executive for Travel Agencies

Focuses on creating and managing online marketing campaigns for travel agencies, using social media, email, and digital advertising to attract holidaymakers.

Destination Brand Manager

Works on promoting a specific city or region as a travel destination, developing branding strategies and partnerships to draw in tourists.

Events Marketing Coordinator for Tourism Boards

Organises and markets special events, festivals, and exhibitions designed to boost tourism and engage visitors in a particular area.

Gain Relevant Education

Complete Secondary Education

Obtain good GCSEs, including English and Maths, to meet entry requirements for further study.

Strong communication and numeracy skills are essential in marketing roles. Consider taking subjects related to business studies, geography, or tourism if available at your school. These will provide a strong foundation for later studies and help you understand the basics of the travel and tourism sector.

Pursue Higher Education

Study for A-levels or a Level 3 qualification, then progress to a degree in marketing, tourism management, or a related field.

Relevant university degrees include Marketing, Business, Tourism Management, or Hospitality Management. Many universities offer sandwich courses with a year in industry, which can be highly valuable. Alternatively, higher apprenticeships in marketing or travel services are available for those who prefer a more hands-on route.

Develop Industry Experience

Gain Work Experience

Obtain practical experience through internships, placements, or entry-level roles in tourism or marketing.

Work experience can be gained with tourism boards, travel agencies, hotels, or event management companies. Volunteering at local attractions or helping to organise events can also provide valuable skills and contacts. Real-world experience is highly valued by employers and will help you build a professional network.

Build Marketing Skills

Develop key marketing competencies such as digital marketing, content creation, and data analysis.

Consider taking short courses in social media marketing, SEO, or analytics tools such as Google Analytics. Practical skills in online advertising, public relations, and campaign management are essential for tourism marketing managers. Certifications from recognised bodies, such as the Chartered Institute of Marketing, can further enhance your CV.

Advance to Management

Apply for Marketing Manager Roles

Progress to a managerial role, leading marketing campaigns and strategy for tourism organisations.

Once you have sufficient experience, seek roles such as Marketing Executive or Assistant Marketing Manager before progressing to manager level. Demonstrate your ability to plan and deliver successful campaigns, manage budgets, and lead a team. Networking, professional development, and staying updated on travel trends are key to career advancement.

Stay Up to Date and Network

Keep up with industry trends and maintain professional connections.

Attend industry conferences, join organisations such as the Chartered Institute of Marketing or the Tourism Society, and connect with peers online. Continuous learning and networking will help you stay ahead in a competitive industry and may open doors to senior management or consultancy positions.

Career Progressions

This page showcases various career options and the pathways to reach them. Each career listed here shares transferable skills and knowledge, making it easier for individuals to transition between them.

Your current career is highlighted to help you see how it fits into the broader landscape of potential career choices. By clicking on any career, you can learn more about it, including the training and education required to pursue it.

Remember, progressing in your career often involves further learning and training. This page provides insights into future career options as well as those that can lead up to your current one.

These career progression decisions are informed by comparing the skills and knowledge needed for different occupations, along with data on how people move between them. Explore the possibilities and discover the exciting journey ahead in your career!

Sample Qualifications

A Tourism Marketing Manager shares core responsibilities with a Marketing Manager, including developing marketing strategies, managing campaigns, and overseeing branding efforts. Both roles require a strong understanding of market trends, customer engagement, and promotional activities within a specific industry sector.

How to become

You could get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role
  • applying directly

University

You can become a marketing manager as graduate of any subject. Some higher national diploma or degree subjects might be particularly relevant like:

  • marketing
  • business management
  • digital marketing
  • advertising
  • psychology

Some companies might offer graduate marketing management schemes.

You might be able to fast-track through professional marketing qualifications if your degree is accredited. 

You can find out more about the Chartered Institute of Marketing (CIM) accredited degree.

Entry requirements

You'll usually need:

  • 1 or 2 A levels, or equivalent, for a higher national diploma
  • 2 to 3 A levels, or equivalent, for a degree

More Information

Apprenticeship

You could start by taking a Marketing Assistant or Marketing Executive Level 3 Advanced Apprenticeship.

If you already have some marketing experience, you might be able to do a Marketing Manager Level 6 Higher Apprenticeship.

Entry requirements

You'll usually need:

  • 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and A levels, or equivalent, for a higher or degree apprenticeship

More Information

Work

You could start as a marketing executive and then take a qualification offered by a professional marketing body such as:

Direct Application

You might be able to apply directly for marketing manager jobs if you have experience in a related area like:

  • sales management
  • advertising
  • communications
  • public relations

More Information

Professional and industry bodies

You can join The Chartered Institute of Marketing for professional development and training opportunities.

Further information

Learn more about how to get into marketing from The Chartered Institute of Marketing.

You can also find out about marketing events and challenges by DMA Talent on the Institute of Data and Marketing.

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