Tourist informant

What does a Tourist Information Officer do? – Tasks and Work Environment

A Tourist Information Officer works to inform and guide visitors, both domestic and international, about sights, activities, accommodations, and transportation in a specific area or region. Tasks often include staffing tourist offices, providing personal service via phone, email, and digital channels, as well as creating brochures and informational materials. Many Tourist Information Officers collaborate with local businesses and organizations to promote the area and create attractive visitor experiences. The profession involves varied work environments—from office work to outdoor activities—and requires resilience and a genuine interest in meeting people.

Salary development over time

The salary for Tourist Information Officers has shown steady growth over the past three years. In 2022, the average salary was 31,800 SEK per month, rising to 32 500 SEK in 2023 and further up to 34 100 SEK in 2024. The total increase from 2022 to 2024 is approximately 7.2%, which is slightly higher than many other service professions. The salary increase can partly be explained by the growing demand for qualified staff in the hospitality industry and an increased focus on digital services and language skills. The fact that female Tourist Information Officers earn on average 101% of what men do indicates a balanced gender distribution in salary levels, which is uncommon in the industry.

Tourist Information Officer salary – comprehensive overview

• Average salary: 34 100 SEK/month
• Lowest salary: 24,900 SEK/month (male, government sector, pre-secondary education)
• Highest salary: 39,100 SEK/month (male, public sector, post-secondary education < 3 years)
• Hourly wage: 205 SEK
• Women: 34 200 SEK/month
• Men: 34 000 SEK/month
• Women earn: 101% of men's salary
• Regional differences: Limited/locally varying

Education and qualifications

To work as a Tourist Information Officer, a qualification in tourism, service, or communication is usually required. Many employers prefer post-secondary education, often supplemented with language skills and customer service experience. Practical experience in the tourism industry is advantageous, and good local knowledge is often a plus.

• Post-secondary education: Tourism programs or similar (1–3 years)
• Shorter vocational courses: Focused on tourism/service
• Certifications: Additional courses in languages or digital systems
• Internships: Common part of education
• Language skills: English and additional languages are advantageous

Common benefits and compensations

Tourist Information Officers are often offered benefits such as wellness allowances, subsidized travel or public transport cards, and staff discounts at local businesses. It is common for the position to include overtime pay for work during evenings and weekends, especially during peak tourist seasons. Some employers also provide opportunities for professional development, courses, and language training.

Challenges and competition

Demand for Tourist Information Officers is strong during peak season, but competition for permanent positions can be fierce, especially in popular tourist destinations. Digitalization of information and increasing self-service options demand higher technical skills and flexibility. The work often involves interacting with people in stressful situations and managing varying workloads, requiring resilience and good communication skills. For those with language skills and good local knowledge, there are good chances to stand out in recruitment.

Tips for aspiring Tourist Information Officers

To succeed as a Tourist Information Officer, it's beneficial to be outgoing and service-oriented, as daily work involves meeting and helping people from different cultures. Developing language skills and learning a third language can increase employability. The ability to quickly familiarize oneself with new digital systems and information channels gives an advantage, as does building good local knowledge during studies. Flexibility is important, especially during busy tourist seasons, and being solution-oriented helps when unexpected questions or situations arise. Finally, initiative is valued, as many employers appreciate Tourist Information Officers who proactively find new ways to promote the destination.

Key facts about Tourist Information Officers

• Salary range: 24,900–39,100 SEK/month
• Average salary: 34 100 SEK/month
• Education level: Post-secondary education in tourism recommended
• Work environment: Varied – tourist offices, offices, digital channels, and on-site work
• Future prospects: 550 job openings in 2024

Career paths and future outlook

After three to five years in the profession, Tourist Information Officers can advance to roles such as tourist office manager, destination developer, or project manager in marketing and event planning. It is also common to move on to tour operators or regional tourism organizations. According to the Employment Service, future prospects are stable, with high demand especially during the tourist season and in growing destinations. Digital skills, language proficiency, and expertise in sustainable tourism are increasingly valued and open broader career opportunities within the tourism industry.

Frequently asked questions about Tourist Information Officers

• What does a Tourist Information Officer earn?
  - A Tourist Information Officer has an average salary of 34 100 SEK per month, with a range between 24,900 and 39,100 SEK depending on experience, gender, and education level.
• What are the gender differences in salaries for Tourist Information Officers?
  - Women earn on average 101% of what men do, indicating a relatively equal salary structure within the profession.
• What education is required to become a Tourist Information Officer?
  - Post-secondary education in tourism, service, or communication is recommended, often 1–3 years, supplemented with language skills.
• What are the job responsibilities of a Tourist Information Officer?
  - Tasks include informing and guiding visitors, promoting the destination, and collaborating with local actors.
• Are there regional salary differences for Tourist Information Officers?
  - Salary differences are generally small but may vary depending on the region's size and tourist volume.
• What career paths are available for Tourist Information Officers?
  - Common development paths include tourist office manager, destination developer, or project manager within tourism and events.
• What is the demand for Tourist Information Officers?
  - Demand is good, especially during peak season, with 550 job openings in 2024.