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Visitor attraction general manager

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Visitor attraction general managers look after the operation and finances of an attraction, and the health and safety of staff and visitors.

Salary, a pound sign Salary: £22,000 to £50,000 average per year
Hours, a clock face Hours: 40 per week

1. Entry requirements

You could have an advantage if you’ve:

  • been employed at a visitor attraction 
  • experience in leisure, hospitality, catering, or retail
  • a good standard of education, including GCSEs or equivalent
  • a higher education qualification in tourism, marketing or business management

You’ll usually need a driving licence.

The Hospitality Guild has more information about working in travel and tourism.

2. Skills required

You’ll need:

  • leadership and management skills
  • organisational and time management skills
  • communication and customer care skills
  • the ability to build good working relationships with partners

3. What you'll do

You’ll lead a team that manages the day-to-day and longer-term operations of the visitor attraction.

You’ll develop plans to increase visitor numbers, and make sure all visitors have an enjoyable time.

Your day-to-day duties could include:

  • managing budgets
  • working with suppliers, local government, trade bodies and the media
  • overseeing health and safety procedures
  • staff training and recruitment
  • developing new business opportunities

You could work in attractions like theme parks, zoos and heritage sites, or national institutions or landmarks.

4. Salary

Starter: £22,000

Experienced: £26,000 to £40,000

Highly Experienced: £50,000

These figures are a guide.

5. Working hours, patterns and environment

You’ll usually work 40 hours a week, including weekends and public holidays. You may need to work overtime at peak times.

6. Career path and progression

With experience, you could progress to senior roles like divisional, regional or group director.

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Last updated: 11 September 2018