Tourism Secretary

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

A Tourist Secretary works with informing, guiding, and inspiring visitors at tourist offices, information centers, or within municipal and regional tourism activities. The main duties include providing personal service to tourists, handling questions about local attractions, activities, and accommodations, as well as promoting destinations through various channels. The role also involves collaborating with local businesses, organizing events, and sometimes compiling statistics or reports related to tourism. The work environment is often customer-facing, with much contact via in-person interactions, phone, and digital platforms, and the pace can be high during the tourist season.

Lönetrender över tid

Over the past three years, Tourist Secretaries have experienced steady salary growth. In 2022, the average salary was 43,200 SEK per month, followed by an increase to 44 700 SEK in 2023. In 2024, the average salary has risen further to 46 500 SEK, representing a total increase of approximately 7.6% over three years. This positive trend is linked to increased demand for qualified personnel in the tourism sector, as well as a need for broader skills in digital communication and destination development. The salary increase also reflects efforts in the labor market to retain and attract experienced employees in the profession.

Tourist Secretary salary – comprehensive overview

• Average salary: 46 500 SEK/month
• Lowest salary: 30,200 SEK/month
• Highest salary: 60,200 SEK/month
• Hourly wage (average): 280 SEK
• Women earn: 45 300 SEK/month (93% of men's salary)
• Men earn: 48 800 SEK/month
• Regional differences: Data on variations is unavailable

Education and qualifications

To work as a Tourist Secretary, a post-secondary education in tourism, service management, or similar fields is usually required. Many employers also value experience from customer service, administration, or marketing roles. Good language skills and digital competence, especially within information and communication technology, are often advantageous.

• Post-secondary education: Tourism programs or similar (2–3 years)
• Courses/certifications: Service, marketing, digital communication
• Internships: Strongly recommended during studies
• Language skills: English and preferably additional languages
• Prerequisites: High school diploma, especially in social sciences or economics

Common benefits and compensation

Benefits for Tourist Secretaries may include wellness allowances, extra vacation days during the low season, opportunities for professional development, and sometimes access to discounted local activities or accommodations. Some employers also offer flexible working hours and the possibility to work partly remotely outside the high season.

Competition and challenges

The job market for Tourist Secretaries is characterized by a balance with moderate opportunities according to the Swedish Public Employment Service. Challenges mainly involve meeting visitors' high expectations for service and accessibility, especially during busy tourist seasons. Technological developments and changing travel patterns demand ongoing skills development, particularly in digital tools and marketing. There is also some competition for the most attractive positions in larger tourist destinations. At the same time, the profession offers good opportunities for variation and development for those who are flexible and proactive.

Tips for aspiring Tourist Secretaries

To succeed as a Tourist Secretary, it is beneficial to be communicative and enjoy meeting people from diverse backgrounds. Developing digital skills opens up more job opportunities, especially in marketing and information management. Customer service and flexibility are essential traits, as the work often involves quick adjustments and varied tasks. It is recommended to actively network within the tourism industry and seek internships or summer jobs during studies. Language skills beyond English give a competitive edge, and an interest in local development and community issues is appreciated by many employers. Being solution-oriented and resilient helps during the busy season when the pace is high.

Key facts about Tourist Secretaries

• Salary range: 30,200–60,200 SEK/month
• Average salary: 46 500 SEK/month
• Education level: Post-secondary (tourism, service, marketing)
• Work environment: Customer-facing, often seasonal
• Job openings in the profession: 758

Career paths and future prospects

After three to five years in the profession, a Tourist Secretary can advance to roles such as tourism manager, destination developer, or specialized project leader within tourism. Many choose to further their education in marketing, event production, or digital communication to broaden career opportunities. The Swedish Public Employment Service assesses that opportunities for employment are moderate, and demand is expected to remain unchanged over the next five years. The profession offers stability for those who are flexible and willing to develop their skills in new areas, especially as digitalization and sustainable tourism grow in importance.

Frequently asked questions about Tourist Secretaries

• What does a Tourist Secretary earn?
  - A Tourist Secretary has an average salary of 46 500 SEK per month.
• What education is required to become a Tourist Secretary?
  - Typically, post-secondary education in tourism, service, or marketing is required.
• Are there significant salary differences between men and women?
  - Yes, women earn on average 93% of men's salaries in the profession.
• What is the job market outlook for Tourist Secretaries?
  - Opportunities are considered moderate, and demand is expected to be stable in the future.
• How much does the top-earning Tourist Secretary make?
  - The highest salary is 60,200 SEK per month and belongs to a male in the municipal sector with research education.
• What benefits are typically offered?
  - Common benefits include wellness allowances, extra vacation days, professional development, and sometimes flexible hours.
• Can you work remotely as a Tourist Secretary?
  - Some remote work opportunities exist, especially outside the high season and in administrative roles.