The position of Director for Destination Management fulfils a specific and important function explicitly provided for within the Tourism Development legislation, to ensure that Saint Lucia consistently offers a high-quality destination product and visitor services as it continues to advance inclusive, resilient and sustainable tourism development. Destination Management is crucial to ensuring adequate and appropriate coordination of impacting product and services issues at the destination level to support and ensure tourism development, growth and sustainability. The Director is, therefore, critical to leading and building the capacity of the Destination Management Unit to plan, coordinate and manage destination Saint Lucia as a high-quality and value-led sustainable tourism product. In assisting the Permanent Secretary, supported by the regulatory and legislative environment and under the technical direction of the Chief Tourism Officer, the Director for Destination Management will work collaboratively with the Ministry’s team, other government agencies, the private and NGO sectors to identify and address issues and manage critical services to deliver a quality tourism destination that supports the visitor promise and destination brand and maximizes the positive effects of tourism to the country’s economy.
THE ROLE:
The Director for Destination Management is responsible for leading and working with a team to facilitate destination product development, enhancement, rejuvenation and diversification and for activities related to the management of all tourism destination services including, visitor services; destination management services to facilitate the tourism service promise; cruise, marine and blue tourism economy activities and other niche markets. The Director also holds responsibility for activities related to destination environmental management, resource use and sustainability; climate change and crisis resilience and technology adaptation; and to public and stakeholder sensitization, education and awareness and specific project initiatives. Given the areas of responsibility, the Director for Destination Management will lead destination policy development and strategic planning supported by relevant destination research and analysis.
QUALIFICATIONS AND EXPERIENCE:
A Bachelor’s degree plus seven (7) year’s experience in Tourism Management, Hospitality, Research and Development, Project Management, Events Management; Organizational Management, Business Administration; or a related field:
OR
A Master’s degree plus three (3) year’s experience in Tourism Management, Hospitality, Research and Development, Project Management, Events Management; Organizational Management, Business Administration; or a related field: Minimum of five (5) years of professional experience in tourism, management, or a relevant position within the tourism or related industry;
Experience working with teams and reporting to governance bodies;
Experience in coordinating research initiatives;
A good track record.
REPORTING:
Director for Destination Management reports directly to the Permanent Secretary with delegated technical reporting to the Chief Tourism Officer of the Ministry of Tourism.
KEY ACCOUNTABILITIES:
Identify destination management and development issues, challenges and opportunities needing policy directives and support policy development accordingly.
Develop long-term strategies and goals for promoting the destination locally and enhancing the overall tourism experience in land based, marine/blue economy and local air space related tourism.
In collaboration with Research and Development Unit, carry out market research, visitor surveys, and trend analysis to understand visitor preferences and make informed decisions regarding tourism development and management.
Identify and, in partnership with the private sector and other stakeholders, support the development of new tourism products and experiences that appeal to target tourism markets interested in, for example, culture, heritage, marine and blue tourism adventure; culinary and agro-tourism experiences, festivals, and events.
Manage complaints relating to the destination to ensure efficient and enhance product outcomes.
With the support of partner and stakeholder agencies, plan and develop events, festivals, and conferences to attract visitors and enhance Saint Lucia’s appeal as a top tourism destination.
Oversee the development and maintenance of visitor services, such as the Hospitality Ambassadors Programme, guided tours, and visitor assistance programs to ensure positive local experiences for visitors.
Conduct spot checks to ensure that services to visitors are efficient, that visitor satisfaction is maintained at points of entry, and that the local environment is conducive and supportive to tourism, ensuring that statutory services meet the service promise of the destination brand.
Identify, develop and maintain areas of cruise tourism management that may need destination management support and related policy development.
Lead and support the development of cruise tourism policy and strategy for the destination to strategically maximize returns from and advance the cruise tourism sector in Saint Lucia.
Work with stakeholders to identify, develop and further advance opportunities in the blue tourism economy.
Identify policy, legislative and regulatory areas that may require updating or streamlining in support of blue tourism development and management.
Ensure that tourism products and experiences consider and incorporate environmental management and sustainable resource use and conservation.
Guide the implementation of sustainable tourism practices and environmental initiatives to utilize while preserving the destination's natural and cultural resources for future generations.
Identify climate smart policies, strategies and activities that must be addressed by tourism and support their adoption and implementation by destination stakeholders.
Develop and support the implementation of contingency plans for handling crises and emergencies that may impact tourism, such as natural disasters, public health crises, or security concerns.
Advance the use of technology and innovative practices across the destination supported by the enabling environment provided within the Tourism legislation and policy.
Monitor technological developments that may be applicable for utilization by tourism operators across the destination and provide industry intelligence accordingly.
Create and implement local sensitization activities, promoting awareness of tourism and benefits to the destination.
Collaborate with relevant Department Units to sensitize the public and tourism stakeholders of the importance of a resilient, climate smart, and innovative sustainable destination product and encourage their partnership and involvement.
Collaborate with local businesses, hotels, restaurants, attractions, and other stakeholders to foster partnerships and cooperative initiatives that benefit the destination's tourism industry.
For consideration, qualified applicants should submit their resume to mintourismslu@govt.lc
Applications should be submitted no later than March 11, 2024.
Only suitably qualified applications will be acknowledged.
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