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Customer services

Visitor attraction general manager

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

Annual Salary

£22,000 to £45,000

Average UK salary in 2022 was £33,200
(source Office for National Statistics)

Working hours

39 to 41 a week

You could work: evenings / weekends / bank holidays; flexibly

2.2%
Future employment

There will be 2.2% more Visitor attraction general manager jobs in 2027.

Day to day tasks

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

Working environment

You may need to wear a uniform.

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 can get into this job through:

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

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

Entry requirements

You'll usually need:

  • 1 or 2 A levels, or equivalent, for a foundation degree or higher national diploma
  • 2 to 3 A levels, or equivalent, for a degree
For more information
College

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.

Entry requirements

You'll usually need:

  • 4 or 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, for a level 3 course
For more information
Work

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.

Requirements and restrictions

You'll need to:

  • You may need a driving licence for some jobs.

More information

Career tips

You're likely to find work with local authorities, theme parks, national parks, museums and sites of cultural and historical interest.

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

Skills required and how your skills match up

What skills are required?

You'll need:

  • business management skills
  • leadership skills
  • customer service skills
  • the ability to use your initiative
  • 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
  • maths knowledge
  • knowledge of human resources and employment law
  • to be able to use a computer and the main software packages competently
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