Visitor Attraction General Manager

Job Description:

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

Job Category:
Tourism, Hospitality & Entertainment

What you will do:

In your day-to-day duties, you could:

  • manage budgets
  • work with suppliers, local government, trade bodies and the media
  • oversee health and safety procedures
  • recruit and train staff
  • manage staff and lead meetings
  • develop new business opportunities
  • promote the attraction to increase visitor numbers


You’ll need:

  • business management skills
  • maths knowledge
  • to be able to use a computer and the main software packages competently

As well as:

  • leadership skills
  • customer service skills
  • the ability to use your initiative (drive)
  • the ability to accept criticism and work well under pressure
  • to be thorough and pay attention to detail
  • the ability to sell products and services
Illustration of employee looking at workspace

Entry Requirements:

To become a Visitor Attraction General Manager, you typically need a combination of educational qualifications and relevant work experience rather than specific subjects. However, having a well-rounded education can be beneficial for developing the skills and knowledge needed for this role. Here are some suggested subjects that can be relevant:

  1. English Language: Strong communication skills are essential as you’ll need to interact with visitors, staff, and various stakeholders.
  2. Mathematics: Basic math skills can be important for budget management and financial analysis, which are often part of a general manager’s responsibilities.
  3. Business Studies or Economics (if available): Courses related to business and economics can provide a foundation for understanding financial management, marketing, and operations, which are crucial in managing a visitor attraction.
  4. Hospitality and Tourism (if available): Courses or qualifications related to hospitality and tourism can offer insights into the industry and the unique challenges of managing visitor attractions.
  5. Geography: Geography can provide a broader understanding of the geographical and cultural aspects related to visitor attractions, which is particularly relevant for historical or location-specific sites.
  6. ICT (Information and Communication Technology): Proficiency in using technology and software is important for various aspects of attraction management, including online marketing and ticketing systems.
  7. Foreign Languages (if applicable): Depending on the location and nature of the attraction, proficiency in foreign languages can be an asset, especially if the attraction attracts international visitors.

Post School

You can get into this job through:

  • a university course
  • a college course
  • working towards this role
  • applying directly

There is no set entry route to become a visitor attraction general manager but it may be useful to do a relevant foundation degree, higher national diploma or degree in:

  • tourism
  • resort management
  • marketing
  • business management

You could work towards this role by doing a subject like a Level 3 Extended Diploma in Leisure and Tourism.

This would teach you some of the skills and knowledge you need and may help you to get a job as a trainee assistant manager.

It may be possible to work your way into this job by starting in a customer service or hospitality role, with an attraction, and apply for promotion when you’ve got enough experience.

Direct Application
You can apply directly for jobs if you’ve got relevant skills and knowledge. For example, you’ll have an advantage if you’ve worked in visitor attraction management, or have experience in leisure, hospitality, catering or retail management.

Restrictions and Requirements
You may need a driving licence for some jobs.

Working Hours and Environment:

You could work at an information centre, at monuments and castles, in a museum, at an art gallery or at a zoo.

Your working environment may be outdoors some of the time.

You may need to wear a uniform.

Career Path & Progression:

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