Destination managers are in charge of managing and implementing the national/regional/local tourism strategies (or policies) for destination development, marketing and promotion.
ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:
the nature of the work performed in an occupation in relation to the characteristic tasks and duties
the level of formal education required for competent performance of the tasks and duties involved and
the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.
These occupations require some skills and knowledge of destination manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of destination manager with a significant experience and/or extensive training.
This knowledge should be acquired through learning to fulfill the role of destination manager.
Local area tourism industry: The characteristics of local sights and events, accommodation, bars and restaurants and leisure activities. Market analysis: The field of market analysis and research and its particular research methods. Tourist resources of a destination for further development: The study of touristic resources in a specific area and its potential for further development of new touristic services and events. Sales strategies: The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service. Geographical areas relevant to tourism: The field of tourism geography in Europe as well as the rest of the world in order to point out relevant tourism areas and attractions.
These skills are necessary for the role of destination manager.
Comply with food safety and hygiene: Respect optimal food safety and hygiene during preparation, manufacturing, processing, storage, distribution and delivery of food products. Set up pricing strategies: Apply methods used for setting product value taking into consideration market conditions, competitor actions, input costs, and others. Manage budgets: Plan, monitor and report on the budget. Manage distribution of destination promotional materials: Oversee the distribution of touristic catalogues and brochures. Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff. Recruit employees: Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation. Oversee the design of touristic publications: Monitor the design of marketing publications and materials for the promotion of tourism-related products. Apply strategic thinking: Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis. Oversee the printing of touristic publications: Manage the printing of marketing publications and materials for the promotion of tourism-related products. Plan digital marketing: Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking. Coordinate public-private partnerships in tourism: Oversee public and private partners to achieve touristic development. Supervise crew: Supervise and observe the behaviour of employees. Select optimal distribution channel: Choose the best possible distribution channel for the customer. Build a network of contacts with suppliers of tourist services: Establish a widely spread network of suppliers in the tourism industry. Prepare the best possible package and tourist services. Coordinate efforts of stakeholders for destination promotion: Monitor with relevant stakeholders, such as business owners and government institutions to develop a cooperative product or promotion campaign. Execute marketing plan: Carry out all the activities involved in achieving specific marketing objectives within a given timeframe. Assess an area as a tourism destination: Evaluate an area by analysing its typology, characteristics and its application as a tourist resource. Build business relationships: Establish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the organisation and its objectives. Manage production of destination promotional materials: Oversee creation, production and distribution of touristic catalogues and brochures. Build a strategic marketing plan for destination management: Create a framework and general direction for marketing activities surrounding a tourist destination. This includes market research, brand development, advertising and promotion, distribution and sales. Lead the brand strategic planning process: Manage the strategic planning process of the brand as well as provide innovation and progress in the strategy planning methodologies and improvements for consumer communication in order to base innovation and strategies on consumer insights and needs. Perform market research: Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
This knowledge is sometimes, but not always, required for the role of destination manager. However, mastering this knowledge allows you to have more opportunities for career development.
These skills and competences are sometimes, but not always, required for the role of destination manager. However, mastering these skills and competences allows you to have more opportunities for career development.
Maintain relationship with suppliers: Build a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation. Create annual marketing budget: Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people. Measure customer feedback: Evaluate customer’s comments in order to find out whether customers feel satisfied or dissatisfied with the product or service. Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes. Coordinate operational activities: Synchronise activities and responsibilities of the operational staff to ensure that the resources of an organisation are used most efficiently in pursuit of the specified objectives. Report touristic facts: Write a report or announce orally about national/regional/local tourism strategies or policies for destination development, marketing and promotion. Develop working procedures: Create standardised series of actions of a certain order to support the organisation. Develop tourist information materials: Create documents such as leaflets, brochures or city guides to inform tourists about local, cultural, social and historical activities and places of interest. Train employees: Lead and guide employees through a process in which they are taught the necessary skills for the perspective job. Organise activities aimed at introducing the work and systems or improving the performance of individuals and groups in organisational settings. Develop strategies for accessibility: Create strategies for a business to enable optimum accessibility for all clients. Design press kit for media: Draft promotional materials to be distributed among members of the media for promotional purposes. Deliver presentations on tourism: Make presentations about the tourism industry in general and about specific tourist attractions.
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