Tourist office manager

What does a Tourist Office Manager do? – Tasks and Work Environment

A Tourist Office Manager is responsible for leading and developing the operations at a tourist information center. Tasks include staff management, budgeting, strategic planning, as well as daily contact with visitors and partners. The role also involves marketing the region’s tourist offerings, creating local collaborations, and handling administrative duties. The work environment is often diverse, with elements of both office work and direct customer interaction, where service orientation and flexibility are key qualities.

Salary development over time

The salary for a Tourist Office Manager has shown steady growth in recent years. In 2022, the average salary was 31,800 SEK per month, increasing to 32 500 in 2023. In 2024, the average salary further rose to 34 100, representing a total increase of approximately 7.2% over the three-year period. This positive trend can be partly explained by increased demand for qualified personnel in tourism and the visitor industry, as well as a more competitive job market for leadership roles. The increase is slightly higher than inflation, indicating that the profession has strengthened its position in the labor market.

Tourist Office Manager salary – comprehensive overview

• Average salary: 34 100 SEK/month
• Lowest salary: 24,900 SEK/month (men), 30,800 SEK/month (women)
• Highest salary: 39,100 SEK/month (men), 37,100 SEK/month (women)
• Hourly wage: 205 SEK/hour
• Gender differences: Women earn 101% of men's salaries
• Regional differences: Data on regional variations are unavailable

Education and qualifications

To work as a Tourist Office Manager, a post-secondary education in tourism, economics, or administration (2–3 years) is usually required. Many employers prefer candidates with experience in the visitor industry, as well as good language skills and digital tools proficiency. Practical experience in customer service and leadership is often more meritorious and can sometimes outweigh formal education.

• Post-secondary education: Tourism, economics, or administration (2–3 years)
• Certifications/courses: Leadership, project management, marketing
• Internship/trainee: Recommended within the visitor industry
• Prerequisites: High school diploma, preferably with a focus on hotel/tourism
• Language skills: English, Swedish, and additional languages are advantageous

Common benefits and compensations

Among the most common benefits for Tourist Office Managers are wellness allowances, extra vacation days, and sometimes flexible working hours. There may also be opportunities for professional development, internal training, and discounts within the visitor industry. Occupational pension and insurance coverage are standard in public sector employment.

Competition and challenges

The competition for positions as a Tourist Office Manager can be intense, especially in attractive tourist regions where the number of available positions is limited. Digitalization and changing visitation patterns have transformed the role, requiring adaptability and digital competence. A challenge is balancing strategic development work with daily tasks, often seasonal customer flows. Additionally, managing multiple contacts and quickly shifting focus between tasks is essential. Staying updated on local and global trends in tourism is another ongoing challenge.

Tips for aspiring Tourist Office Managers

To succeed as a Tourist Office Manager, it’s beneficial to combine organizational skills with social abilities and a genuine interest in the visitor industry. Improving communication skills and language proficiency enhances the ability to meet visitors from different cultures. A proactive approach, emphasizing problem-solving and initiative, is valuable for handling unforeseen situations. Flexibility and adaptability during peak seasons are important, as is motivating and inspiring your team. Curiosity and willingness to learn about new digital tools for tourism information provide a competitive edge. Lastly, building and maintaining local networks for long-term collaborations is crucial.

Key facts about Tourist Office Managers

• Average salary: 34 100 SEK/month
• Salary range: 24,900–39,100 SEK/month
• Education level: Post-secondary education (2–3 years recommended)
• Typical employment: Permanent employment, often within the public sector
• Demand: 550 available jobs in the profession

Career paths and future prospects

After three to five years as a Tourist Office Manager, it is common to advance to broader leadership roles within the visitor industry, such as operations manager or destination developer. Other career options include project management in tourism development or work within regional tourism boards. The forecast from the Employment Service indicates continued demand, with 550 available jobs. Digital skills and experience in strategic development increase opportunities for advancement and broader career development within the sector.

Frequently asked questions about Tourist Office Managers

• What is the salary of a Tourist Office Manager?
  - The average salary is 34 100 SEK per month, with a range between 24,900 and 39,100 SEK.
• Are there differences between men's and women's salaries?
  - Yes, women earn an average of 34 200 SEK, which is 101% of men's salary of 34 000 SEK.
• What education is required to become a Tourist Office Manager?
  - Post-secondary education in tourism, economics, or administration is recommended.
• What are the future prospects for the profession?
  - Demand is stable, with 550 available jobs according to current statistics.
• What are the most common benefits?
  - Wellness allowances, extra vacation days, professional development, and occupational pension are common.
• What is the highest salary for a Tourist Office Manager?
  - The highest salary is 39,100 SEK per month for men and 37,100 SEK for women.
• What kind of work environment can be expected?
  - The work environment is varied, combining office work with customer contact and collaboration with local stakeholders.