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Tourism Marketing Manager

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Primary Secondary Post-16

A Tourism Marketing Manager is responsible for promoting destinations, attractions, hotels, and tourism services to attract visitors. This role involves developing marketing strategies, managing campaigns across digital and traditional channels, conducting market research, and working closely with tourism boards, travel agencies, and local businesses. Tourism Marketing Managers often oversee a team and manage budgets, ensuring that promotional activities are effective and within financial constraints. Key skills include creativity, communication, project management, and a strong understanding of the tourism sector. The work can be varied, ranging from organising events and press trips to analysing visitor data and adapting strategies to meet changing trends. This career offers opportunities to work both locally and internationally, especially as the UK remains a popular global destination.

Tourism Marketing Manager

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📊 Statistics

Average Salary

Tourism Marketing Managers in the UK typically earn between £30,000 and £50,000 per year, with senior roles reaching upwards of £60,000.

Job Availability

There are approximately 4,000 to 6,000 marketing management positions within the tourism and travel sector across the UK.

Growth Projection

The UK tourism sector is expected to grow by around 3 to 4 percent annually, increasing demand for skilled marketing professionals.

🚀 Careers in this path

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Digital Marketing Executive for Travel Agencies

Specialises in creating and managing online campaigns, social media, and digital content to attract travellers to specific destinations or travel services.

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Destination Brand Manager

Works to develop and promote the image of a particular city, region, or country as a tourist destination, often collaborating with local businesses and government bodies.

Events Marketing Coordinator for Tourist Attractions

Focuses on marketing special events, festivals, and exhibitions at popular tourist sites to boost visitor numbers and enhance the attraction's reputation.

Build a Strong Educational Foundation

Achieve Good GCSEs and A-Levels

Focus on subjects like English, business, geography, or foreign languages.

Most universities and employers look for strong GCSE and A-Level results. Subjects such as English will help with communication skills, while business and geography provide useful background knowledge for understanding tourism trends and marketing basics.

Obtain a Relevant Degree

Pursue a university degree in marketing, tourism management, business, or a related field.

A degree provides foundational knowledge and can make you more competitive in the job market. Courses typically cover marketing principles, consumer behaviour, project management, and aspects specific to the travel and tourism industry. Some universities offer sandwich degrees with a year in industry, which can provide valuable work experience.

Gain Practical Experience

Seek Work Experience and Internships

Apply for internships or part-time roles in tourism, travel agencies, or marketing departments.

Hands-on experience is essential. Look for placements with tourism boards, event organisers, or travel companies. Even voluntary or seasonal work in the tourism sector can help you learn about customer service, sales, and promotional activities.

Develop Digital Marketing Skills

Learn the basics of digital marketing, including social media, SEO, and content creation.

Most tourism marketing is now done online. Free courses and certifications are available through platforms like Google Digital Garage or HubSpot. You could also help run social media accounts for a local business or charity to build your portfolio.

Advance Your Career

Apply for Entry-Level Marketing Roles

Start in positions such as Marketing Assistant or Coordinator within travel or tourism companies.

Begin by applying for junior positions that allow you to learn from experienced professionals and gradually take on more responsibility. These roles often involve supporting campaigns, managing social media, and organising events.

Work Towards Managerial Positions

Gain experience and take on greater responsibilities to move into a management role.

To progress to Tourism Marketing Manager, you will need to demonstrate leadership, strategic thinking, and the ability to deliver results. Consider gaining further qualifications, such as a marketing diploma or a relevant master's degree, and build a network within the industry through professional associations and events.

🎯 View Apprenticeships

Explore relevant apprenticeships that can help you kickstart your career in Tourism Marketing Manager. Apprenticeships offer hands-on experience and training while earning a wage.

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Career Progressions

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Sample Qualifications

A Tourism Marketing Manager is most similar to a Marketing manager because both roles involve developing and implementing marketing strategies to promote products or services—in this case, tourism destinations or experiences. Both positions require skills in market analysis, campaign planning, and stakeholder management to attract and engage target audiences.

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

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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

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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

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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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