Assistant Director of Tourism

The City of Lynchburg is seeking a results-driven Assistant Director of Tourism to lead destination marketing, visitor engagement, and tourism development initiatives that generate economic impact for the city. This role focuses on execution, project management, and measurable outcomes—ensuring the City’s tourism strategy moves from planning to action.

Reporting to the Director of Economic Development & Tourism, the Assistant Director will oversee tourism sales, marketing, industry partnerships, visitor experience strategies, and major event development to position Lynchburg as a premier travel destination. The role requires strong leadership, industry knowledge, and a data-driven approach to growing Lynchburg’s visitor economy.

WHY LYNCHBURG?

Lynchburg is a growing, vibrant city with a rich history, dynamic arts & culture scene, and thriving hospitality industry. As the region’s destination marketing organization, the Office of Economic Development & Tourism is committed to attracting visitors, enhancing experiences, and driving economic impact. This role offers the opportunity to shape the future of tourism in one of Virginia’s most unique and welcoming communities.

Join us and be a part of Lynchburg’s tourism success story!

Learn more about the Economic Development Team! https://www.opportunitylynchburg.com/ESSENTIAL DUTIES AND RESPONSIBILITIES include the following:

Execution & Destination Marketing

• Implement the Tourism Development & Marketing Strategy, ensuring measurable outcomes in visitor attraction, economic impact, and brand visibility.
• Oversee the execution of marketing, sales, and public relations campaigns, including website, social media, content strategy, and advertising.
• Serve as the primary liaison with regional, state, and national tourism partners to position Lynchburg competitively.
• Develop strategies to increase overnight stays, visitor spending, and tourism-related tax revenue.
• Manage and grow sports tourism, group tours, meetings & conventions markets through direct sales and industry partnerships.

Visitor Experience & Industry Partnerships

• Lead the management of the Lynchburg Visitor Center, ensuring exceptional customer service and alignment with economic development and tourism goals.
• Collaborate with hotels, restaurants, attractions, and event organizers to enhance visitor experiences and maximize economic impact.
• Oversee data collection, market research, and tourism analytics to assess visitor trends and inform strategy.
• Partner with local business owners and tourism stakeholders to strengthen Lynchburg’s hospitality sector and enhance visitor engagement.

Event & Product Development

• Identify and support the development of new tourism products, attractions, and experiences that grow Lynchburg’s visitor economy.
• Oversee the James River Arts & Cultural District program, ensuring funding and resources support high-impact tourism initiatives.
• Lead efforts to attract and expand major events, festivals, and sports tourism in Lynchburg.

Operational Oversight & Leadership

• Supervise tourism marketing, sales, and visitor center staff, ensuring alignment with department goals.
• Develop and manage the tourism budget, leveraging grant opportunities and funding sources.
• Track and report performance metrics, including visitor spending, hotel occupancy, and return on investment for marketing and development efforts.
• Represent the City of Lynchburg at industry conferences, trade shows, and networking events.

Additional duties and responsibilities, as assigned, may include the following:

• Other duties to provide direct or indirect service to businesses and citizens may be assigned.
• When unusual situations occur and/or the City Manager declares a State of Emergency, all City employees may be required to accept special assignments and perform as needed to ensure appropriate service delivery.

SUPERVISORY RESPONSIBILITIES
This position has supervisory duties over tourism-related staff, including visitor center management, sales, and marketing professionals.QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Bachelor’s degree in tourism, hospitality, marketing, public administration, business, or a related field (Master’s preferred).
• Minimum 5 years of experience in tourism management, destination marketing, or hospitality sales, including 2 years of supervisory experience.
• Strong knowledge of destination marketing, tourism sales, visitor experience strategies, and economic impact metrics.
• Proven leadership in managing tourism initiatives, campaigns, and partnerships that drive measurable results.
• Technical proficiency in CRM tools (e.g., Simpleview), digital marketing platforms, and tourism data analytics.
• Ability to develop and execute strategic tourism initiatives, balancing marketing, sales, and visitor engagement.
• Strong skills in stakeholder engagement, project management, and budget oversight.

Residency in the City of Lynchburg within six months of hire.
Telework is permitted only in emergencies.
Possession of a valid driver's license issued by the Commonwealth of Virginia and an acceptable driving record according to the City's driving criteria.
Must successfully complete IS100 and IS700, National Incident Management (NIMS) training within 90 days of employment. May also be required to complete higher levels of NIMS training as determined appropriate for the position.

Salary : $65,666 - $121,846