Head Of Tourism – London

Closing date for this position is April 2024


54 is a sports and entertainment agency operating across five regions and seven offices: United Kingdom (London), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Abu Dhabi, United Arab Emirates), APAC (Singapore & Adelaide, Australia) and USA (West Palm Beach, Florida). It works with rights holders, governing bodies, household brands and major investors who share its belief in the power of sport. 54 comprises three service areas each consisting of two divisions: 1. Strategic Advisory (Consultancy and Data & Insights), 2. Asset Optimisation (Operations and Commercial), 3. Activation & Engagement (Events and Marketing). At its core, the company has an unwavering belief in embracing the opportunities offered by pushing at the edges of conventional wisdom to turn the improbable into the unignorable.


The Head of Tourism will work across a host of Performance54’s rights holder, events, destination and tourism clients, overseeing all tourism strategy and working hand-in-hand with senior client leads to ensure the highest quality of output for our clients.

The Head of Tourism will be tasked with leading the development of golf tourism programmes in overseas markets from the ground-up, including aligning domestic stakeholders to develop a cohesive golf tourism experience, working with trade entities to generate inbound visits and integrating promotional programmes to drive interest.

As head of the growing Tourism team, the successful candidate will initially have one direct report and will be an integral part of the Global Marketing Senior Leadership Team reporting into the Marketing Director to manage resourcing and meet departmental KPI targets.

The role requires in-depth knowledge of global golf tourism trends.


Tourism Strategy

  • Develop and ensure the delivery of impactful golf tourism strategies on behalf of a range of clients, including governing bodies, events and destinations
  • Conduct detailed market analyses incorporating audience data, global golf participation levels and competitor benchmarking
  • Deliver high-quality client reports including (but not limited to) SWOT analyses, performance benchmarking, success metrics, capacity modelling and economic impact forecasting.
  • Develop client infrastructure ensuring they are best set up for inbound golf tourism, i.e.. Booking platforms, pricing models, DMCs, licensing models, etc
  • Work with senior departmental figures, particularly in Strategy & Account services, Earned Media and Brand & Creative ensuring strong cross-departmental working in the delivery of shared projects

Trade Marketing

  • Build a global network of trusted tour operators and on-sellers who can be called on for different clients
  • Conceive and coordinate co-operative marketing initiatives for the benefit of our clients
  • Work with diverse stakeholder groups (tourist boards, golf courses, sports facilities, hotels, airlines, restaurants, leisure providers, DMCs, etc)
  • Create and deliver effective TO FAM trip programmes
  • Integrate our clients with global trade shows, both golf-specific and wider travel-related, to create exposure and sales/partnerships opportunities


  • The Head of Tourism will play an active role in driving the conversation around global golf tourism both internally and externally
  • Attend and speak at global conferences
  • Provide high-level consultancy to our clients on all Tourism-related matters

Team Management

  • Work with the Marketing Director to ensure the Tourism team is being efficiently utilised and identify any requirements for recruitment
  • Delegate responsibility where appropriate but oversee team delivery
  • Be responsible for the P&L of the Tourism team
    • Line management for all Tourism staff

Cross-Departmental Liaison

  • Excellent communication and team player
  • Have strong relations and regular dialogue with all other senior managers to ensure solutions to overall departmental objectives are catered for


  • Provide concise updates to senior management and key stakeholders


  • In-depth knowledge of global golf tourism market and trends
  • Knowledge of the global golf and travel media landscapes
  • Demonstrated history of creating successful tourism marketing strategies
  • Brings an existing network of tour operators and travel media
  • Highly analytical mindset
  • Excellent written and verbal communication skills
  • Good organisational skills and the ability to manage a variety of tasks
  • Comfortable presenting to C-suite clients and able to quickly build trust at that level
  • International travel
  • Be an excellent up-and-down manager
  • Knowledge of current trends relating to sports marketing preferred
  • Minimum of 9 years experience working in travel/tourism/destination marketing
  • Middle East work experience preferred
  • Ability to work flexible hours


  • £80-85,000 per annum (commensurate with experience)
  • Competitive Salary
  • Annual Discretionary Company Bonus – up to 8% – 3% Company & 5% Individual
  • 25 days annual leave (+ public holidays), pro-rated
  • Employee Assistance Program (EAP)
  • Pension
  • Health Insurance
  • Office F&B available daily
  • P54 Goodie Bag
  • Working hours will be Monday to Friday, 09.00 to 17.30 with an hour taken for lunch between 12.00 and 14.00 with travel and additional hours as reasonably required.
Apply Now
More from Performance54