Job type

Visitor attraction manager

£22k - £45k

Typical salary

39 – 41

Hours per week

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

More info

  • Manage the day-to-day running of visitor attractions like theme parks, zoos, or heritage sites
  • You'll need excellent people and budget management skills and the ability to build excellent teams and partnerships
  • Progress into senior management roles, or overseeing a group of attractions

This is an exciting role with high levels of responsibility and the potential to work anywhere in the world.


  • 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
  • Leading a team that manages the day-to-day and longer-term operations of the venue or venues you are responsible for
  • Developing plans to increase profits and/or visitor numbers
  • Making sure all visitors have an enjoyable time


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

You may need to work overtime at peak times, including weekends and public holidays.

You'll need

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, or business management. You could also work towards this role by doing a subject like a Level 3 Extended Diploma in Leisure and Tourism or an apprenticeship.

You'll need leadership and management skills, organisational and time management skills, communication and customer care skills, and the ability to build good working relationships with partners. You could have an advantage if you've been employed at a visitor attraction, or have experience in leisure, hospitality, catering, or retail.

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.


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