Mga spotlight
Tourism Director, Destination Marketing Executive, City Tourism Manager, Convention and Tourism Bureau Director, Visitor Services Director
What makes a city or region stand out as a must-visit destination? That’s the challenge a Director of a Convention and Visitors Bureau (CVB) takes on every day! This role combines leadership, marketing, hospitality, and civic pride to promote tourism and bring large-scale events to the area. Whether it’s convincing a national association to hold its annual convention in the city or developing a campaign to boost weekend visitors, the Director is responsible for the vision and execution of destination marketing strategies.
These professionals work closely with hotels, restaurants, transportation companies, and government officials to ensure their destination is attractive, competitive, and welcoming. They also manage teams within the CVB, coordinate bids for conventions, monitor tourism trends, and advocate for tourism-friendly policies. In short, they are the face and voice of their region’s visitor economy.
- Watching local businesses thrive thanks to increased tourism and events
- Pitching and winning bids for high-profile conventions and festivals
- Representing your city or region at national and international tourism expos
- Seeing your marketing campaigns result in measurable growth
- Building partnerships with community leaders and hospitality professionals
Oras ng trabaho
Directors usually work full-time and often have to put in extra hours during big events or busy travel seasons. They might have evening meetings, work on weekends, and travel a lot both around the country and sometimes to other countries to make sure everything runs smoothly.
Mga Karaniwang Tungkulin
- Develop and implement destination marketing strategies
- Meet with event planners, tourism operators, and local government officials
- Manage budgets, grants, and performance reports for tourism campaigns
- Oversee staff and departments handling sales, marketing, and visitor services
- Track tourism data to evaluate trends and campaign effectiveness
Mga Karagdagang Pananagutan
- Represent the city or region at trade shows and tourism expos
- Negotiate contracts with convention organizers and travel groups
- Coordinate advertising, social media, and public relations strategies
- Collaborate with hotels, event venues, and attractions to create packages
- Advocate for tourism-related funding and policy support at the city or state level
- Host site visits for convention planners or media influencers
- Lead community outreach and tourism education efforts
The day begins with checking tourism metrics—hotel occupancy, event bookings, social media engagement and prepping for meetings with city officials, partners, or visiting event planners. Midday might include a presentation to a sports organization considering your city for their next championship, followed by a strategy session with the marketing team. In the evening, you might host a reception for out-of-town guests or attend a ribbon-cutting at a new museum.
As one CVB Director put it: "You’re constantly building the city’s brand. Every visitor who has a great time becomes your ambassador."
Soft Skills:
- Pagsasalita sa publiko
- Pagbubuo ng relasyon
- Strategic planning
- Kamalayan sa kultura
- Pakikipagtulungan
- Pamumuno
- Pagtugon sa suliranin
- Written and visual communication
- Kakayahang umangkop
- Pagkamalikhain
- Pamamahala ng oras
Technical Skills:
- Destination marketing platforms
- CRM and lead-tracking tools
- Tourism data and analytics
- Budgeting and financial reporting
- Contract negotiation
- Pamamahala ng proyekto
- Event planning software
- Social media and content strategy
- City Convention Bureau Directors: Focus on major metropolitan areas
- Regional or Statewide Tourism Directors: Cover broader territories
- Resort Area Directors: Promote resort destinations and seasonal travel
- Special Events Bureau Managers: Focus on sports, festivals, and niche events
- Local or regional Convention and Visitors Bureaus (public or nonprofit)
- Chambers of Commerce with tourism divisions
- Destination Marketing Organizations (DMOs)
- City or state government tourism offices
- Private travel and tourism promotion firms
This role comes with pressure: tourism is a competitive industry, and stakeholders expect real results—especially when public funding is involved. You're expected to be "on" at all times, often attending evening events or working weekends. The payoff? You shape how the world sees your community.
Sustainable tourism focuses on promoting eco-friendly travel experiences that minimize environmental impact. Experiential travel emphasizes marketing authentic local culture, food, and history to create meaningful visitor connections. Digital marketing and storytelling leverage tools like video, virtual reality, and influencers to engage and reach new audiences effectively. Additionally, diversity and inclusion efforts aim to promote inclusive events and create welcoming experiences for all travelers. Finally, data-driven promotion uses visitor insights to precisely target the right audiences, maximizing the impact of marketing campaigns.
Many CVB Directors enjoyed organizing events, volunteering in their communities, or acting as tour guides for visiting friends and relatives. They loved telling stories about their hometowns, exploring local attractions, and participating in leadership or student government activities.
Most Directors of Convention and Visitors Bureaus (CVBs) begin their careers with a bachelor’s degree and years of experience in tourism, hospitality, marketing, or public service. While formal education is important, strong leadership, networking skills, and community engagement often play just as big a role in reaching this top position.
Common college majors for future CVB leaders include:
- Pamamahala ng Hospitality
- Tourism and Destination Marketing
- Public Relations or Communications
- Business Administration
- Pamamahala ng Kaganapan
- Public Administration
Some professionals go on to earn a master’s degree—such as an MBA (Master of Business Administration) or MPA (Master of Public Administration)—especially if they’re working in large cities or major tourism markets where strategic planning and stakeholder management are more complex.
Just as important as degrees are the real-world experiences that build trust and credibility in the tourism space. Many Directors start out in entry-level roles at tourism boards, event planning agencies, or hotel and travel organizations before working their way up into leadership. Volunteering with city festivals, conferences, or visitor centers is also a great way to get noticed early on.
Examples of well-respected college programs:
- University of Central Florida – Rosen College of Hospitality Management
- Arizona State University – Tourism Development and Management
- San Diego State University – Hospitality & Tourism Management
University of Nevada, Las Vegas (UNLV) – Meetings and Events Program - Temple University – School of Sport, Tourism and Hospitality Management
Common Certifications for Advancement:
- Certified Destination Management Executive (CDME)
- Certified Meeting Professional (CMP)
- Certified Hospitality Marketing Executive (CHME)
- Certified Festival and Event Executive (CFEE)
- Volunteer at local visitor centers, museums, or city events to learn how communities welcome and inform tourists.
- Intern with a tourism office, destination marketing organization (DMO), or chamber of commerce to understand how cities promote themselves to travelers and event planners.
- Join student leadership groups, DECA, FBLA, or Model UN to strengthen communication, organization, and decision-making skills.
- Take marketing, business, and media production classes to understand how campaigns are created to attract visitors.
- Study real tourism ads, websites, and social media pages to learn how destinations build their image and brand.
- Participate in school-organized trips, travel clubs, or cultural exchange programs to gain global awareness and experience different tourism styles.
- Practice public speaking and digital storytelling, both essential for promoting destinations and giving presentations to stakeholders.
- Create a travel blog, tourism-themed video project, or event proposal to build your portfolio and show initiative.
- Shadow professionals working in hospitality, marketing, or city government to see how tourism connects with local development.
- Programs with strong ties to local CVBs, hotel associations, or tourism boards
- Opportunities to intern or study abroad
- Courses in destination marketing, tourism economics, and convention sales
- Hands-on experience planning events or hospitality projects
Top Schools Offering Hospitality/Tourism Degrees:
- San Diego State University – Hospitality & Tourism
- Cal Poly Pomona – Collins College of Hospitality Management
- University of Central Florida – Rosen College of Hospitality
- University of Nevada, Las Vegas – Tourism and Convention Administration
Breaking into the tourism industry often starts with entry-level roles that build your skills in marketing, event planning, and public relations. Your first job doesn’t have to be at a CVB—but it should help you understand how destinations attract and serve visitors.
- Look for entry-level roles like:
- Tourism Coordinator
- Marketing or Communications Assistant
- Event Planner or Assistant
- Visitor Services Representative
- Hospitality Sales Associate
- Intern or volunteer with local travel bureaus, convention centers, festivals, or tourism boards—these organizations are often eager to mentor students and new grads.
- Gain experience in hotel sales, event coordination, or social media marketing, all of which are highly transferable to tourism promotion.
- Attend networking events, tourism expos, or hospitality conferences, such as those hosted by Destinations
International, your state’s tourism association, or industry meetups. - Create a simple portfolio or website showcasing:
- Events you’ve helped organize or promote
- Marketing projects, travel blogs, or destination write-ups
- School or club campaigns related to tourism, culture, or local pride
- Join LinkedIn and follow tourism organizations, regional CVBs, and hospitality leaders to stay on top of job openings and industry trends.
- Reach out for informational interviews with professionals working in travel, hospitality, or city marketing—they can offer insights and may even refer you to open positions.
- Show genuine enthusiasm for your community or favorite destinations, and be ready to pitch creative ideas for bringing more visitors to town.
- Gain experience in multiple areas: sales, marketing, and event coordination
- Lead successful tourism initiatives that show measurable results
- Develop strong partnerships with city leaders, business owners, and regional tourism boards
- Attend national tourism leadership conferences and earn certifications
- Mentor younger staff and contribute to strategic planning teams
- Apply for roles in larger bureaus or regional/state tourism departments
Mga website
- Destinations International
- U.S. Travel Association
- American Hotel & Lodging Association
- Hospitality Net
- Travel Weekly
- Meetings Today
- Skift
- Event Manager Blog
- National Tour Association (NTA)
- International Association of Exhibitions and Events (IAEE)
- Society for Incentive Travel Excellence (SITE)
- International Live Events Association (ILEA)
- Hospitality Career Network
- American Society of Association Executives (ASAE)
- International Association of Convention Centres (AIPC)
Mga libro
- Marketing for Hospitality and Tourism by Kotler, Bowen, and Makens
- The Experience Economy by Pine and Gilmore
- Successful Tourism Marketing by Susan Horner and John Swarbrooke
If becoming a Director of a Convention and Visitors Bureau doesn’t feel like the exact path for you, there are plenty of related careers that still let you promote destinations, plan memorable experiences, and work closely with communities, businesses, and travelers. These roles use many of the same skills like marketing, public relations, event coordination, and leadership—but in slightly different settings or with a narrower focus.
- Hotel General Manager
- Event and Convention Planner
- Tourism Marketing Specialist
- Travel and Tourism Instructor
- Destination Brand Strategist
- Chamber of Commerce Executive
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