Destination Development Director

Job Description

Job Description

Summary

The Destination Development Director is responsible for leading VisitBN's efforts to strengthen the Bloomington-Normal area as a premier visitor destination by developing strategic partnerships, enhancing visitor experiences, supporting destination assets, enhancing group sales, and advancing tourism initiatives throughout McLean County. 

This position serves as VisitBN's primary liaison to the local tourism industry and works collaboratively with hotels, attractions, municipalities, event organizers, educational institutions, businesses, and community organizations to improve destination readiness, foster industry collaboration, and implement initiatives identified in VisitBN's Strategic Plan.

 

The Destination Development Director provides leadership in destination stewardship, tourism development, meetings/conferences, leisure, international, and sports tourism, hospitality initiatives, and industry engagement. This role ensures VisitBN is recognized as the trusted convener and leader of Bloomington-Normal's visitor economy.

 

Qualifications Required

• Bachelor's Degree from an accredited college or university.
• Minimum of five years of progressively responsible experience in destination marketing, tourism, hospitality, economic development, community development, event management, marketing, sales, or related field.
• Demonstrated success building collaborative partnerships among public, private, and nonprofit organizations.
• Strong project management and organizational skills.
• Excellent written and verbal communication skills.
• Ability to facilitate meetings, build consensus, and manage multiple initiatives simultaneously.
• Ability to analyze trends and translate data into strategic recommendations.

Qualifications Preferred

• Experience with sports tourism, meetings, conferences, or event recruitment.
• Grant administration experience.
• Familiarity with visitor analytics platforms such as Zartico or similar systems.
• Familiarity with customer relationship management systems such as Salesforce.
• Supervisory experience.

Essential Position Functions – Tourism Development

• Develop and execute strategies to attract meetings, sporting events, group travel, and other targeted visitor markets in collaboration with VisitBN's marketing team.

• Recruit, develop, and attend client familiarization tours to include consulting with and accompanying clients on site inspections showcasing facilities and area benefits.
• Generate, maintain and leverage key domestic and international relationships with partners such as tour operators, receptive tour operators, wholesalers, planners, and other key partners to showcase VisitBN’s viability in the international, leisure, and meeting market segments.

• Manage the development and coordination of sales leads, events for key markets and retain existing meetings, conventions, tours, and events in the Bloomington-Normal area.

• Oversee vendors on bids, contracts, timelines, and execution of projects.

• Identify emerging tourism opportunities that align with VisitBN's strategic priorities.

Essential Position Functions – Destination Development

• Lead implementation of destination development initiatives identified in VisitBN's Strategic Plan.
• Identify opportunities to improve Bloomington-Normal's visitor experience through destination enhancements, tourism infrastructure, placemaking, and hospitality initiatives.
• Collaborate with municipalities, attractions, arts organizations, educational institutions, and community partners on destination improvement projects.
• Identify opportunities to leverage arts, culture, recreation, and area assets to increase visitation.
• Oversee destination assessments to make recommendations that enhance visitor satisfaction.

Essential Position Functions – Industry Relations and Partnership Development 

• Develop and implement a comprehensive partner engagement strategy.
• Convene quarterly tourism industry meetings and an annual tourism event.
• Coordinate hospitality education and visitor readiness programs.
• Develop recognition programs that celebrate outstanding hospitality and visitor service.
• Represent VisitBN on community committees and regional tourism initiatives.

Essential Position Functions – Research & Industry Intelligence

• Utilize research and visitor data to identify destination opportunities and industry trends.
• Oversee stakeholder engagement and partner sentiment research.
• Prepare reports demonstrating VisitBN's economic impact, partnership success, and destination development progress.
• Support organizational planning through research and data analysis.

Essential Position Functions – Leadership

• Collaborate with the Marketing and Communications Director to ensure destination development initiatives are effectively communicated and promoted.
• Participate in organizational strategic planning, budgeting, and annual work planning.
• Develop departmental goals, work plans, and performance metrics.
• Foster a collaborative, innovative, and service-oriented culture within VisitBN.
• Mentor and develop assigned staff.

Essential Position Functions – General

• Represent VisitBN professionally at events, conferences, and industry meetings.
• Maintain productive working relationships with staff, board members, elected officials, tourism partners, and community stakeholders.
• Stay informed on emerging tourism trends and best practices.
• Perform other duties as assigned to advance VisitBN's mission.
  

Psychological Considerations

• Must possess excellent interpersonal skills and the ability to build trust with diverse stakeholders.
• Must be able to facilitate productive conversations among organizations with varying priorities.
• Must demonstrate sound judgment, diplomacy, and professionalism.
• Must be able to prioritize multiple long-term projects while responding to immediate organizational needs.

Physiological Considerations

• Must be able to work occasional evenings and weekends.
• Must be able to travel throughout McLean County and occasionally statewide or nationally.
• Must be able to lift promotional materials and event equipment up to 50 pounds.

 

Environmental Considerations

• Ability to work in office, meeting, event, and outdoor environments in varying weather conditions.
• Must possess a valid driver's license.
• Must have reliable transportation.
• Must comply with all VisitBN safety policies and procedures.