Tourist curator

What does a Tourist Director do? – Tasks and work environment

A Tourist Director primarily works on developing, coordinating, and marketing tourism activities within a municipality, region, or organization. Tasks often include planning and implementing projects to promote the tourism industry, analyzing tourism statistics, collaborating with various stakeholders in the business sector, and developing strategies to attract more visitors. The role also involves informing and guiding both Swedish and international tourists, as well as ensuring that tourist information is current and accessible. The work environment is often office-based but may also include fieldwork, meetings with partners, and participation in events.

Salary development over time

Over the past three years, the salary for a Tourist Director has shown steady growth. In 2022, the average salary was 43,200 SEK per month, rising to 44 700 SEK in 2023 and further to 46 500 SEK in 2024. This represents a total increase of approximately 7.6% over the period. This positive trend can largely be explained by increased demand for qualified planners in the tourism sector, as well as general salary increases within the group of "Planners and Investigators." Factors such as higher education levels and expanded job responsibilities have also contributed to salary increases for Tourist Directors. Although some gender pay gap remains, women's salaries are approaching those of men more and more.

Tourist Director salary – complete overview

• Average salary: 46 500 SEK/month
• Lowest salary: 30,200 SEK/month (female, public sector, pre-secondary education)
• Highest salary: 60,200 SEK/month (male, municipal sector, doctoral degree)
• Hourly wage (average): 280 SEK
• Men's average salary: 48 800 SEK/month
• Women's average salary: 45 300 SEK/month
• Women earn: 93% of what men do

Education and qualifications

To work as a Tourist Director, a university degree in tourism, urban planning, economics, cultural geography, or related fields is usually required. Many employers also value experience in project management, marketing, or public administration. Internships within the tourism industry or similar roles are highly beneficial, and additional training in digital communication or sustainable tourism can be advantageous.

• Bachelor's degree in tourism, urban planning, economics, or similar (3 years)
• Courses in project management or marketing
• Work experience in tourism, public sector, or similar fields
• Internship during studies is strongly recommended
• Digital skills and language skills are often advantageous

Common benefits and compensations

Tourist Directors are often offered benefits such as wellness allowances, flexible working hours, pension schemes, and opportunities for professional development through courses and conferences. In some cases, additional vacation days and subsidized meals are included, especially in the public sector.

Competition and challenges

The competition for positions as a Tourist Director is considered moderate, with a recruitment situation characterized by balance according to the Swedish Public Employment Service's forecasts. Demand for the profession is expected to remain unchanged over the next five years, meaning the number of available positions and applicants will stay relatively equal. A challenge is that the tasks often require both broad competence and specialized knowledge, particularly in digital marketing and sustainability. Additionally, high demands are placed on collaboration skills, as the role involves close contact with many stakeholders. For those looking to advance, expanding networks and continuously updating skills can be advantageous.

Tips for aspiring Tourist Directors

To succeed as a Tourist Director, it is good to combine analytical skills with social competence and a genuine interest in community development. Being communicative and able to express oneself well, both in writing and speaking, is crucial for building trust with visitors and partners. Good organizational skills facilitate managing multiple projects simultaneously, and curiosity about digitalization provides advantages as the industry evolves. Flexibility and solution-oriented thinking are also beneficial, as tasks often vary and require quick decisions. Networking and building relationships with other actors in tourism and business increase opportunities for development. Finally, having an interest in sustainability and constantly seeking ways to improve visitor experiences is important.

Key facts about Tourist Directors

• Salary range: 30,200–60,200 SEK/month
• Average salary: 46 500 SEK/month
• Education level: Bachelor's degree in tourism, urban planning, or economics
• Work environment: Office-based, often with fieldwork
• Demand: Moderate and unchanged according to forecast

Career paths and future prospects

After three to five years in the profession, a Tourist Director can advance to roles such as operations manager, project leader for larger regional tourism initiatives, or manager within municipal tourism. There are also opportunities to specialize in areas like sustainable tourism, destination development, or digital marketing. The Swedish Public Employment Service's forecasts show that demand for planners and investigators within administration and tourism is expected to remain unchanged in the coming years, with a continued balanced job market. With approximately 758 job openings in the field, opportunities for employment are good, especially for those combining formal education with practical experience and digital skills.

Frequently asked questions about Tourist Directors

• What does a Tourist Director earn?
  - The average salary for a Tourist Director is 46 500 SEK per month.
• What are the salary differences between men and women?
  - Men earn an average of 48 800 SEK and women 45 300 SEK, which means women earn 93% of men's salary.
• What education is required to become a Tourist Director?
  - Usually, a bachelor's degree in tourism, urban planning, economics, or similar fields is required.
• What are the future prospects for the profession?
  - Demand is considered moderate and unchanged over the next five years according to the Swedish Public Employment Service.
• Are there many job openings for Tourist Directors?
  - Currently, there are approximately 758 job openings within the profession.
• What is the highest and lowest salary for a Tourist Director?
  - The highest salary is 60,200 SEK and the lowest is 30,200 SEK per month.
• What benefits are common for Tourist Directors?
  - Common benefits include wellness allowances, flexible working hours, and professional development opportunities.