Lead Officer

Job Overview: Reporting to the Director, this key leadership role will drive the strategic delivery of the Visitor Experience Development Plan (VEDP) and help shape the future direction of tourism across the Fermanagh and Omagh district. The postholder will play a central role in positioning the area as a distinctive, high-quality destination, delivering sustainable economic growth and enhanced visitor experiences aligned to the Council’s broader corporate ambitions.

The successful candidate will lead the development of strong, impactful partnerships across the tourism ecosystem, fostering meaningful collaboration with industry stakeholders, regional bodies, and community partners. Through proactive engagement and influence, they will build a shared vision for tourism, unlocking opportunities to enhance the district’s profile and competitiveness. A key aspect of the role will be the identification and realisation of investment opportunities to support transformational projects. This will include securing external funding, shaping innovative initiatives, and embedding robust governance frameworks to ensure effective oversight, accountability and delivery at pace and scale. As a newly established role, this position offers a unique and exciting opportunity to shape and influence the future development of tourism within the Council. The postholder will be expected to demonstrate agility, innovation and foresight as the role evolves, responding dynamically to emerging opportunities, challenges and organisational priorities. The scope of the role will continue to develop in line with the Council’s Corporate Plan and longterm strategic objectives, ensuring sustained alignment and impact in promoting and positioning the district as a leading tourism destination of choice.

Key Purpose of the Post:

The postholder will lead, develop and promote tourism initiatives within Fermanagh and Omagh District Council area in order to increase visitor numbers, support the local economy, enhance the visitor experience, and promote the district as an attractive tourism destination. The postholder will work closely with local businesses, tourism providers, regional tourism bodies and community organisations, to support sustainable tourism growth and the effective promotion of tourist facilities and attractions.

Main Duties and Responsibilities:

Strategic Leadership and Management

• Contribute to the overall leadership and management of the function and work with the Chief Executive, Directors and other Heads of Service/Lead Officers to deliver services and functions and achieve strategic outcomes.

• Provide strategic advice on all tourism-related matters.

• Develop, review and monitor new tourism governance structures to ensure accountability and stakeholder engagement.

• Lead and co-ordinate the integration of tourism functions across the Council to ensure the effective delivery of the Council’s strategic vision.

• Lead and work in partnership with all stakeholders to ensure the design and delivery of innovative tourism programmes, events and initiatives that enhance the visitor offer in the district.

• Oversee the implementation of the Visitor Experience Development Plan (VEDP) 2022-2032 and other strategic frameworks.

• Develop robust systems and processes to ensure the availability of evidence-based management reporting and delivery of an effective and efficient service.

• Manage the day-to-day operation of the tourism function.

• Work across the organisation to support the Corporate Leadership Team by leading on service delivery improvement activities and the management and delivery of transformational change.

• Implement appropriate performance management measures to monitor the impact and outcome of tourism initiatives within the district.

Service Planning and Delivery

• Effectively lead, manage and deliver the tourism function.

• Lead and coordinate the promotion of the district’s tourism offer, ensuring cohesive messaging across Council functions and maximising the region’s visibility to potential visitors.

• Oversee the integration of tourism activities and collaboration with stakeholders to enhance visitor experiences and fully realise the district’s tourism assets.

• Develop and implement initiatives and manage resources to drive economic growth and increase the value of tourism to the local economy.

• Champion creative and forward-thinking approaches in tourism development, actively seeking modern practices and new opportunities for continuous improvement and strategic advancement.

• Collect and analyse tourism data, visitor statistics, and market trends to inform planning and decision-making.

• Monitor the quality and effectiveness of visitor services and tourist information provision.

• Lead on the development of creative, high quality promotional materials including brochures, guides, digital content, and social media campaigns.

• Coordinate impactful marketing campaigns to promote the district as a tourism destination.

• Contribute to and actively participate in the budget setting process and monitor and control the service budget to ensure adherence to same.

• Contribute to the development of and implement and monitor Directorate/service delivery and business plans and service/business continuity plans and support, when required, the Council’s Emergency Response planning and implementation.

• Monitor and review the service delivery model to ensure the most efficient and effective use of resources.

• Be innovative and creative in the delivery of the service and keep up to date with modern work practices and techniques aimed at continuous improvement.

• Seek opportunities for external funding and investment and prepare and submit appropriate funding applications and prepare business cases to support tourism development and marketing projects.

Stakeholder and Partnership Engagement

• Build and maintain strong partnerships with tourism industry stakeholders, community groups, public agencies, and private sector partners.

• Establish a culture of innovative business performance to encourage collaboration, partnership, integrated planning and outcomes-based approaches to ensure efficient and effective performance and continuous improvement of the service.

• Liaise with regional and national tourism organisations to maximise promotional opportunities.

• Engage and consult with internal and external stakeholders, as appropriate, to deliver an efficient and effective service and achieve value for money.

• Represent the Council at regional and national tourism forums and working groups.

• Play a leadership role and participate in cross cutting initiatives to support the achievements of corporate and community planning outcomes.

Communication and Reporting Responsibilities

• Monitor and evaluate the impact of tourism initiatives using agreed KPI’s and performance indicators.

• Implement effective communication and performance management systems and processes.

• Attend and report to Council, Committee and other meetings, as required.

• Deliver customer focussed services which are efficient and effective and lead to the achievement of the Council’s corporate objectives and outcomes.

General

• Comply with all the Council’s Policies and Procedures including the Employee Code of Conduct and the Employee and Councillor Working Relationship Protocol.

• Promote the Council’s equal opportunities policies and avoid all forms of discrimination as both an employer and a service provider.

• Implement, and adhere to, all financial and procurement policies and procedures.

• Consistently uphold and demonstrate the Council’s Values and act as a role model for leaders, managers and employees.

• Undertake the duties of the post at all times in a manner that enhances and promotes the positive image of and is in accordance with the values of Fermanagh and Omagh District Council.

• The postholder will be expected to be flexible and adaptable to meet the changing needs and requirements of the organisation.

The above list should not be seen as an exhaustive list of duties and the postholder will be expected to undertake other relevant duties, as required.

Essential Criteria

A *relevant degree or equivalent qualification and two years’ **senior management experience

*Relevant degree in Tourism, Economic Development, Business, Marketing or related discipline OR

**Five years’ senior management experience

**Senior management experience must include:

a) Taking the lead in the management of a function/department or service area within or in close association with the tourism sector.

b) Leading on the delivery of strategies to support tourism innovation and development

c) Evidence of working effectively with internal and external stakeholders, including partnership working in a politically sensitive environment.

d) Responsibility for financial and resource management, including budget management, monitoring and governance processes;