geographical areas relevant to tourism
The field of tourism geography in Europe as well as the rest of the world in order to point out relevant tourism areas and attractions.
Destination managers are in charge of managing and implementing the national/regional/local tourism strategies (or policies) for destination development, marketing and promotion.
Competences and skills
57 ESCO relationsEssential knowledge 5 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
4 competenceslocal area tourism industry
The characteristics of local sights and events, accommodation, bars and restaurants and leisure activities.
sales strategies
The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.
tourist resources of a destination for further development
The study of touristic resources in a specific area and its potential for further development of new touristic services and events.
Cross-sector
1 competencemarket analysis
The field of market analysis and research and its particular research methods.
Essential skills and competences 32 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
17 competencesassess an area as a tourism destination
Evaluate an area by analysing its typology, characteristics and its application as a tourist resource.
build a network of suppliers in tourism
Establish a widely spread network of suppliers in the tourism industry.
build a strategic marketing plan for destination management
Create a framework and general direction for marketing activities surrounding a tourist destination. This includes market research, brand development, advertising and promotion, distribution and sales.
coordinate efforts of stakeholders for destination promotion
Monitor with relevant stakeholders, such as business owners and government institutions to develop a cooperative product or promotion campaign.
educate on sustainable tourism
Develop educational programmes and resources for individuals or guided groups, to provide information about sustainable tourism and the impact of human interaction on the environment, local culture and natural heritage. Educate travellers about making a positive impact and raise awareness of environmental issues.
green
engage local communities in the management of natural protected areas
Build a relationship with the local community at the destination to minimise conflicts by supporting the economic growth of local tourism businesses and respecting local traditional practices.
green
manage conservation of natural and cultural heritage
Use revenue from tourism activities and donations to fund and preserve natural protected areas and intangible cultural heritage such as crafts, songs and stories of communities.
green
manage distribution of destination promotional materials
Oversee the distribution of touristic catalogues and brochures.
manage production of destination promotional materials
Oversee creation, production and distribution of touristic catalogues and brochures.
manage visitor flows in natural protected areas
Direct visitor flows in natural protected areas, so as to minimise the long-term impact of visitors and ensure the preservation of local flora and fauna, in line with environmental regulations.
green
measure sustainability of tourism activities
Collect information, monitor and assess the impact of tourism on the environment, including on protected areas, on local cultural heritage and biodiversity, in an effort to reduce the carbon footprint of activities in the industry. It includes running surveys about visitors and measuring any compensation required for offsetting damages.
green
oversee the printing of touristic publications
Manage the printing of marketing publications and materials for the promotion of tourism-related products.
plan measures to safeguard cultural heritage
Prepare protection plans to apply against unexpected disasters to reduce the impact on cultural heritage as buildings, structures or landscapes.
plan measures to safeguard natural protected areas
Plan protection measures for natural areas that are protected by law, to reduce the negative impact of tourism or natural hazards on the designated areas. This includes activities such as controlling the use of land and natural resources and monitoring the flow of visitors.
green
set up pricing strategies
Apply methods used for setting product value taking into consideration market conditions, competitor actions, input costs, and others.
support community-based tourism
Support and promote tourism initiatives where tourists are immersed in the culture of local communities usually in rural, marginalised areas. The visits and overnight stays are managed by the local community with the aim of supporting their economic development.
support local tourism
Promote local products and services to visitors and encourage the use of local tourism operators in a destination.
green
Cross-sector
15 competencesapply strategic thinking
Apply generation and effective application of business insights and possible opportunities, in order to achieve competitive business advantage on a long-term basis.
build business relationships
Establish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the organisation and its objectives.
comply with food safety and hygiene
Respect optimal food safety and hygiene during preparation, manufacturing, processing, storage, distribution and delivery of food products.
coordinate public-private partnerships in tourism
Oversee public and private partners to achieve touristic development.
develop inclusive communication material
Develop inclusive communication resources. Provide appropriate accessible digital, print and signage information and apply the appropriate language to support the representation and inclusion of people with disabilities. Make websites and online facilities accessible, e.g., ensuring compatibility with screen readers.
digital
execute marketing plan
Carry out all the activities involved in achieving specific marketing objectives within a given timeframe
lead the brand strategic planning process
Manage the strategic planning process of the brand as well as provide innovation and progress in the strategy planning methodologies and improvements for consumer communication in order to base innovation and strategies on consumer insights and needs.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage staff
Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how an employee undertakes their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
oversee the design of touristic publications
Monitor the design of marketing publications and materials for the promotion of tourism-related products.
perform market research
Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.
plan digital marketing
Develop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.
digital
recruit employees
Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
- Scope note
- It may include recruiting volunteers.
select optimal distribution channel
Choose the best possible distribution channel for the customer.
supervise crew
Supervise and observe the behaviour of employees.
Optional knowledge 4 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesecotourism
The practice of sustainable travel to natural areas that conserve and support the local environment, fostering environmental and cultural understanding. It usually involves the observation of natural wildlife in exotic natural environments.
green
self-service technologies in tourism
The application of self-service technologies in the tourism industry: performing online bookings, self-check-ins for hotels and airlines, allowing clients to perform and complete reservations by themselves using digital tools.
digital
Cross-sector
2 competencesaugmented reality
The process of adding diverse digital content (such as images, 3D objects, etc) on surfaces that exist in the real world. The user can interact in real-time with the technology by using devices such as mobile phones.
digital
virtual reality
The process of simulating real-life experiences in a completely immersive digital environment. The user interacts with the virtual reality system via devices such as specifically designed headsets.
digital
Optional skills and competences 16 competences
Occupation specific
1 competencereport touristic facts
Write a report or announce orally about national/regional/local tourism strategies or policies for destination development, marketing and promotion.
Sector-specific
6 competencesdeliver presentations on tourism
Make presentations about the tourism industry in general and about specific tourist attractions.
develop tourist information materials
Create documents such as leaflets, brochures or city guides to inform tourists about local, cultural, social and historical activities and places of interest.
improve customer traveling experiences with augmented reality
Use augmented reality technology to provide customers with enhanced experiences in their travelling journey, ranging from exploring digitally, interactively and in more depth tourist destinations, local sights and hotel rooms.
digital
maintain relationship with suppliers
Build a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.
promote virtual reality travelling experiences
Use virtual reality technology to immerse customers into experiences such as virtual tours of a destination, attraction or hotel. Promote this technology to allow customers to sample attractions or hotel rooms virtually before making a purchasing decision.
digital
use e-tourism platforms
Use digital platforms to promote and share information and digital content about a hospitality establishment or services. Analyse and manage reviews addressed to the organisation to ensure customer satisfaction.
digital
Cross-sector
9 competencescoordinate operational activities
Synchronise activities and responsibilities of the operational staff to ensure that the resources of an organisation are used most efficiently in pursuit of the specified objectives.
create annual marketing budget
Make the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering products to people.
design press kit for media
Draft promotional materials to be distributed among members of the media for promotional purposes.
develop strategies for accessibility
Create strategies for a business to enable optimum accessibility for all clients.
develop working procedures
Create standardised series of actions of a certain order to support the organisation.
manage contracts
Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes in line with any legal limitations.
manage yield
Ability to conceive a pricing strategy based on understanding, anticipating, and influencing consumer behaviour in order to maximise revenue or profit from a fixed perishable resource from airline resources, such as seats.
measure customer feedback
Evaluate customer's comments in order to find out whether customers feel satisfied or dissatisfied with the product or service.
train employees
Lead and guide employees through a process in which they are taught the necessary skills for the perspective job. Organise activities aimed at introducing the work and systems or improving the performance of individuals and groups in organisational settings.