Most commonly reported Work Activities

•   Performing for or Working Directly with the Public Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
•   Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
•   Training and Teaching Others Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.

Working Life

As a Visitor Experience Manager, you ensure that visitors’ experiences are enjoyable, safe, and unique and that they get value for money. You can work for any tourist attraction, from a national museum, to a whisky distillery, a fairground, park, or a soo.

Some of the main duties include managing the strategic direction and budget of the visitor experience, managing staff, but also property maintenance, security, health and safety and complying with regulations.

You receive and handle complaints and special requests from visitors, but also collect general feedback in order to enhance and maintain good visitor experiences. You may also be managing events outside of public opening, to school classes for example.

You are a member of the senior management team and you typically report to the general manager or CEO. You will most likely work across all departments and with staff delivering the visitor experiences, such as tour guides, ticket sellers, attendants, canteen/kitchen staff etc.

This can involve ensuring all staff are briefed on activities and events that may take place or any promotional offers that may be available. Your duties can also include ensuring that signage are displayed appropriately and correct.

The responsibilities will vary depending on where you work, and can range from focusing exclusively on visitors’ satisfaction levels and addressing complaints, to more general management functions, including budgeting and strategic planning.

Most commonly reported Work Tasks

• Describe tour points of interest to group members, and respond to questions.
• Escort individuals or groups on cruises, sightseeing tours, or through places of interest, such as industrial establishments, public buildings, or art galleries.
• Monitor visitors' activities to ensure compliance with establishment or tour regulations and safety practices.
• Conduct educational activities for school children.
• Research various topics, including site history, environmental conditions, and clients' skills and abilities to plan appropriate expeditions, instruction, and commentary.
• Provide directions and other pertinent information to visitors.
• Select travel routes and sites to be visited based on knowledge of specific areas.
• Provide for physical safety of groups, performing such activities as providing first aid or directing emergency evacuations.
• Assemble and check the required supplies and equipment prior to departure.
• Greet and register visitors, and issue any required identification badges or safety devices.

This occupation is typically suited for people with the following Career Interests:

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

 Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

Entry requirements vary to this career, you would typically be expected to have a background and experience in customer service, marketing, business, or tourist services management.

The most relevant course subjects for this role include: travel, tourism, business and marketing.

It is likely that you will be required to undergo Garda Vetting. Garda vetting forms are submitted through the employer and cannot be completed by the applicant prior to employment. You can read more about Garda Vetting here.

As a Visitor Experience Manager, you need to keep yourself up-to-date on the tourism sector, staff management and health and safety regulations. Professional organisations may offer training or promote training providers. See for example the National Association of Visitor Experiences and Attractions (AVEA).

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business, hospitality, customer service.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: hospitality, travel and tourism, sales, business, customer care.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Sales, Recruitment, Hospitality and Tourism.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: hospitality management, travel and tourism, sales, business, customer care.

Search for CAO Courses

You can develop your career further by progressing to positions of even more responsibility, such as general manager, or by working in another tourism related role.

Salary Range (thousands per year)* €30k - €45k

Salaries vary based on employer, role, duties, experience, and location.

Data Source(s):
Excel/ Indeed/ Payscale/ Salary Expert/ Salry Explorer/ Talent

Last Updated: July, 2024

Note: The following information relates to occupations that include: Sports and leisure assistants; travel agents; air and rail travel assistants; holiday representatives, tour guides; Leisure and theme park attendants; Travel agency managers; proprietors Leisure and travel service occupations n.e.c.

This information has been derived from the Solas National Skills Bulletin (2023).

Although employment levels grew between 2021 and 2022 for this occupation, numbers employed remained below pre-COVID-19 levels. The numbers employed across the various roles in this occupation are too small in the Labour Force Survey for further analysis but the CSO Census data shows that approximately half of those in this occupation worked as air travel assistants or travel agents, with 2022 levels for these roles well below their 2016 levels.

Approximately a third of persons employed in this occupation work part-time, higher than the national average. The extent to which employment in these occupations will recover to their prepandemic levels is uncertain as affordability and attractiveness for air travel services in particular remains vulnerable to increased energy costs, and consumer demand and preferences given the green agenda and cost of living pressures.

• National Association of Visitor Experiences and Attractions (AVEA)

  • AVEA C/o Ground Floor, Unit 5, Sandyford Office Park, Sandyford Dublin 18
  • +353 (0)1 293 6807
  • [email protected]
  • Click Here

• Fáilte Ireland

  • Amiens Street, Dublin 1
  • (01) 884 7700
  • [email protected]
  • Click Here

• Irish Hotels Federation

  • 13 Northbrook Road, Dublin 6
  • 01 497 6459
  • [email protected]
  • Click Here