Last updated 14:44, Friday, 25 July 2008

A TOURISM officers develop and promote tourism in order to attract visitors and produce significant economic benefits for a particular region or site.

Ian Stephens, chief executive of Cumbria Tourism: The principal activities of Cumbria Tourism include promoting the region to attract tourists from the United Kingdom and overseas; developing a sustainable tourism industry; and the continual drive for excellence within the industry

They often work for local authorities, but may also work in private companies or other public sector agencies.

The tourism industry covers a broad scope and so the role is varied. Key areas include marketing and the development of services and facilities.

Tourism is increasingly focused on economic development or urban and rural regeneration, particularly in local authorities. Tourism officers therefore usually work closely with the residents and businesses.

As well as maintaining visitor services and attractions, they are usually involved with strategic planning and development, liaising with the public and local and public agencies, and carrying out behind-the-scenes preparation and planning.

Aspects of the job include: Responding to enquiries from the public; Undertaking factual desk and market research with the public and visitors to particular attractions; providing a range of information on local resources and facilities; Providing funding advice and newsletters to local businesses; running training courses to encourage networking and economic growth in the tourism industry; giving talks to local parties, community groups, and schools; formulating and implementing strategies; devising and co-ordinating marketing campaigns; producing tourist information, including press releases, brochures and newsletters; setting up and attending exhibitions and holiday shows; devising and planning tours; managing staff, budgets and staff training needs; writing and presenting reports for committees; planning and writing funding applications.

Starting salaries are about £15,000 to £17,000, depending on the employer and geographical location.

The range of typical salaries after two years in the role, with experience: £21,000 to £24,000 and after five years or more £27,000 to £33,000.

Salaries vary a great deal depending on the variety of areas covered by tourism and the many types of employer. For example, a large tourist resort is likely to pay more than a small district council.

Working hours usually include regular unsocial hours. Meetings, events and exhibitions, for which a tourism officer is often responsible, frequently take place outsideoffice hours and at weekends.

Self-employment or freelance work is a career option, but usually only after gaining a good level of experience in the sector. Possibilities include freelance marketing and consultancy work, or setting up, developing and managing a tourist attraction.

Jobs are available in most geographical areas. Most local authorities employ tourism officers or economic development officers, although often there is only one post per area. The job may be stressful when you are combining working to tight deadlines, attending meetings and dealing directly with the public; absence from home at night and overseas work or travel may occasionally be required.

Although this area of work is open to all graduates and Diplomates, the following subjects may increase your chances – Tourism management; Archive and museum studies; Business/management; Journalism; modern languages; marketing; media studies; european studies.

Skills and experience are often cited as more important than your degree subject and an increasing range of undergraduate (and postgraduate) qualifications is available. These cover a huge breadth of subjects so it is important to contact individual institutions to identify your particular areas of interest. A tourism or marketing qualification is likely to increase your chances of employment if your first degree is not directly relevant.

Some tourism officers have joined on the basis of their experience alone and without formal qualifications, but a degree may help you gain promotion sooner and nowadays tourism officers are generally expected to hold a degree.

Pre-entry experience is essential, for example as a tourism assistant or in marketing, museums, economic development, or information work.

Candidates will need to show evidence of flexibility, resourcefulness, the ability to produce a quality product on a limited budget; excellent communication and interpersonal skills; creativity; an eye for design; IT skills; and local knowledge.

Stamina is required to work under pressure and cope with long hours and, on occasion, physically demanding work. As mobility is constantly required, it is essential to have the use of a car. It is important to gain as much experience as possible in related activities such as helping at events, at a tourist information centre or attraction, or in a local authority leisure department. Holiday work, volunteering and casual work are all invaluable.

Tourism officers can access training courses and seminars through the key professional bodies, the Tourism Management Institute (TMI) and The Tourism Society. Courses may cover specialised subjects or more general areas. Membership of these bodies can also provide invaluable networking and other professional development opportunities.

Tourism officers who work for local authorities may be able to access council training programmes in areas such as: funding applications; report writing; IT; personal development; and networking

A great deal of a tourism officer's training is gained on the job, for example, by learning from the development of a specific project or through working with colleagues.