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Three quick questions with a Destination Manager

Would you like to work and travel the world while simultaneously guiding the same experience for others?

Yeah. Us too.

We spoke to a Destination Manager who works in the sunny Byron Bay tourism industry who told us about her role, the industry and an average day.

After all, tourism is a vital part of the world’s economy (almost every country relies heavily on it) so why not get involved?


So, what does a destination manager do?

As a Destination Manager, you’ll be responsible for all aspects of the tourist experience within your specified destination (this could be a resort, an island or a whole country). This involves planning and development, the management of resources, attractions, services and facilities and knowledge of events and activities that will ensure the best possible recreational experience.

Byron Bay, for example, hosts a number of music festivals through the year. It’s my responsibility to work with the community and make sure our guests have the best access to cafes, bars and accomodation. And that we advertise the festival to the right people and bring in the required numbers for everything to be a success etc.

What’s really important to remember is that being a Destination Manager is a business role within the tourism industry. It’s very different to Travel Agent or Travel Consultant. You are the business manager of the location that agents book.

How do you get a job in the industry?

Destination management is a high competitive industry so you’;l usually need a degree or diploma under your belt. I studied a Bachelor of Business and majored in International Business before working my way up the ladder.

You are the business manager of the location that agents book.

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What is one of the favourite things about your role?

I really love the marketing and promotional side of the role, which is all about increasing visitor and community awareness/demand for Byron Bay.

We decide on the messaging we want to promote based on our strategy for the year (positioning Byron as a winter escape for Australian’s or the surf capital of NSW) and develop a marketing campaign to communicate this proposition both before visitors arrive and once they are in the destination.

I also really love the consultative and planning aspects of my job. These areas involve creating and maintaining visitor experiences, saleable products and services that meet visitor needs and expectations. So, development may not be restricted to ‘hard’ infrastructure such as transport, accommodation and attractions. A destination might require investment in ‘soft’ infrastructure such as interpretation to make experiences more accessible to and interesting for the visitor. We continually consider existing products and experiences; identify gaps in the tourism product and experience; and discover opportunities to attract investment to develop new or to enhance existing product or experiences.

If this sounds like it could be for you, find the course you need.

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