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JOB SUMMARY

The Chief Tourism Officer is a senior leadership role at Visit South Padre Island that unites strategic communication, destination development, visitor experience, and community alignment to impact local businesses, visitor spend in community, and the future of South Padre Island. This position is responsible for guiding the Island's public narrative, managing, community relations and stakeholder messaging, and leading special events planning and engagement initiatives that enhance the overall visitor experience and increase tourism related revenue.

This individual serves as VSPI's primary community strategist and spokesperson, working in close partnership with the Chief Marketing Officer to ensure consistent, aligned messaging across all earned, owned, and shared marketing channels and inclusion of stakeholder businesses on marketing channels. The Chief Tourism Officer manages relationships with local businesses, oversees media engagement, and crafts storytelling that elevates South Padre Island's unique brand and values and brings them to life through stakeholder businesses. This role is highly collaborative across CVB departments, Island partner businesses and organizations, and the tourism industry.

ESSENTIAL JOB FUNCTIONS

Destination Development & Experience Management

• Maintain a comprehensive working knowledge of local lodging, restaurants, attractions, and event schedules to inform visitors accurately.
• Act as the primary contact for local partners, conducting regular meetings, site visits, and presentations to share CVB initiatives and gather feedback.
• Coordinate with Marketing to collect photos, videos, and event updates from partners to promote the destination through owned channels and social media.
• Collaborate with local businesses to ensure an exceptional, seamless experience for tourists, convention attendees, and sports groups.
• Partner with stakeholders to develop new local experiences, packaging, and itineraries that increase overnight stays and community engagement.
• Coordinate with Marketing to ensure local representation in familiarization (FAM) trips, influencer visits, and press tours, working closely with local businesses and city departments.
• Manage input into editorial calendars, seasonal storylines, and destination narratives that highlight new attractions, events, and Island stories.
• Lead Visit South Padre Island's crisis communication efforts in collaboration with the CEO and City of South Padre Island public safety officials/officers.

Special Events Management

• Serve as the lead strategist in the development of a Special Events calendar for VSPI which supports the South Padre Island brand and drives revenues in off peak seasons.
• Manage the Special Events fund, working with promoters to submit applications for funding, obtain permits, seek required approvals, and validate return on investments based on overnight visitation.
• Research, solicit, and develop relationships with local, regional, and national partners to host high quality, on brand events for the Island.
• Build and manage relationships with city departments and local vendors and serve as the primary liaison for promoters.
• Monitor hotel occupancy metrics, track event books, and prepare reports to evaluate event success.

Destination Services and Development

• Manage the day to day operations of the official Visitor Center(s), ensuring a welcoming, clean, and stocked environment for guests.
• Recruit, train, and evaluate Information Counselors.
• Oversee the prompt response to visitor inquiries and manage the inventory of brochures, visitor guides, and promotional materials.
• Serve as the organizational lead for strategic destination development initiatives, working with public and private partners to enhance visitor amenities, placemaking, and infrastructure.
• Lead the execution and management of strategic tourism development programs and certifications, such as the Destination Marketing Accreditation Program (DMAP), Certified Tourism Ambassadors (CTA), Tourism Friendly Texas, Texas Film Friendly Community, and Wheel the World's Destination Verified program, ensuring South Padre Island meets industry standards for sustainability, accessibility, and visitor-readiness.
• Track outcomes and impact of these programs through measurable benchmarks, contributing to South Padre Island's positioning as an innovative, inclusive, and future-focused destination.
• Participate in or lead planning efforts related to signage, accessibility, parks, pedestrian areas, cultural assets, and mobility that impact visitor experience.
• Collaborate with city departments, regional tourism bodies, and state-level agencies to advance development projects and secure funding or policy support.
• Align destination development planning with community feedback (Resident Sentiment Studies), tourism research, and sustainability considerations.
• Monitor performance indicators, visitor feedback, and development milestones to report on progress and guide continuous improvement.

Community Engagement and Advocacy

• Develop and implement a comprehensive community engagement strategy that fosters transparency, collaboration, and public support for tourism initiatives.
• Develop and maintain strong working relations with key industry stakeholders (hotels, restaurants, attractions, retail) and community partners. Organize and lead public forums, town halls, and listening sessions to gather input and share plans.
• Educate the community and public on the value of tourism and VSPI's role in supporting the Island's economy and quality of life through presentations, reports, and outreach.
• Serve as a VSPI representative at ribbon cuttings, public meetings, and key community events.
• Identify opportunities for collaborative initiatives that benefit both residents and visitors.
• Participate in or lead regional coalitions and community development projects with the Chamber, EDC, etc.

Organizational Leadership and Collaboration

• Serve as a core member of the leadership team, working closely with the CEO to shape strategic plans, advise on public messaging, and align initiatives with Visit South Padre Island's mission.
• Contribute to cross-departmental initiatives with planning, messaging, and strategic support, ensuring consistency and effectiveness in public-facing communications.
• Foster a culture of collaboration, transparency, and innovation across the organization and with external partners, exemplifying VSPI's values in all public engagements.
• Responsible for approving direct reports time off requests, scheduled work hours and submitting all payroll information to finance in a timely manner.
  

Performance Measurement and Evaluation

• Develop performance metrics for community engagement and destination development initiatives, including; increase in partner engagement/ satisfaction, improved visitor experience metrics, growth in the number of active partners in the CRM, and successful delivery of partner-focused educational workshops
• Prepare detailed reports, dashboards, and presentations for internal use, stakeholders, the CVA Board, the city council, and Island partners.
• Special projects and other duties as assigned.

SECONDARY JOB FUNCTIONS

• Performs other related duties as assigned.

FISCAL BUDGET RESPONSIBILITY

• Responsible for adhering to all City of South Padre Island purchasing policies while performing purchasing tasks.
• Responsible for the development and effective deployment of the Visitor Center and Special Events budgets.
• Assist in substantiating budget requests.

QUALIFICATIONS

Education:

• Bachelor's Degree from a four-year college or university with a degree in marketing, recreation, tourism, special events, or a closely related field.
• An equivalent combination of education, experience, and training that demonstrably provides the knowledge, skills, and abilities required for the successful performance of essential job duties.

Experience:

• A minimum of 4 years of successful event management, hotel sales, chamber membership management, or destination management experience in the hospitality industry or a destination marketing organization is preferred.

Licenses or Certifications:

• A valid state driver's license is required.

Special Requirements:

• Bilingual: Spanish and English preferred.

Knowledge, Skills and Abilities:

• Demonstrable experience in developing efficient promotional strategies and business plans for events and special projects.
• Solid understanding of market research and data analysis methods.
• Familiarity with Customer Relation Management (CRM) systems (Simpleview preferred). High emotional intelligence, diplomacy, and the ability to build rapport with diverse groups.
• Demonstrable leadership with both creative and analytical capabilities.
• Outstanding communication (written and verbal) and interpersonal abilities.
• Budget and project management experience.

TOOLS AND EQUIPMENT USED

Personal computer system, including word processing and specialized software; phone; copy and fax machine; postage machine; digital camera; motor vehicle; telephone; drone.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is frequently required to sit and talk or hear. The employee is occasionally required to walk; use hands to finger, handle, feel or operate objects, tools, or controls; and reach with hands and arms. The employee must occasionally lift and/or move up to twenty-five (25) pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus. This position is required to drive a vehicle.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The employee will spend time driving throughout the city. The position is occasionally exposed to wet and/or humid conditions. Some of the work will take place in an air controlled office environment. Some of the work will be on scene at various locations throughout the city. The noise level in the work environment is moderate but sometimes noisy during event activities. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This position may be required to travel at times to attend meetings, training or conferences outside the city.

SELECTION GUIDELINES

Formal application, rating of education and experience; oral interview and reference check; job related tests may be required.