This qualification provides the skills and knowledge for an individual to be competent in a broad range of managerial skills in tourism operations, marketing and product development, underpinned by a range of operational competencies chosen as electives. The qualification allows for multi-skilling or for specialisation in a limited range of skills that specifically relate to operations management or marketing and product development.
Work would be undertaken in an office environment where the planning of tourism products and services takes place, in the field where tourism products are delivered or a combination of both. The field includes any destination, local or regional area, tourist precinct, site, attraction or onboard form of transportation.
The qualification reflects the role of individuals who possess a sound theoretical knowledge base and use a range of specialised, technical or managerial competencies to plan, carry out and evaluate the work of self or a team.
The qualification is not suitable for an Australian apprenticeship pathway.
Individuals with this qualification are able to work in any sector of the tourism industry as a senior departmental manager, manager or owner-operator of any style of small tourism business. Some managers at this level will specialise in certain fields; in the tourism industry personnel tend to specialise in operational functions or marketing and product development roles.
Possible job titles include:
visitor information centre manager
manager - tour operations
manager - cultural tour operations
inbound groups manager
reservations manager or call centre manager
retail travel agency manager
visitor information centre manager
director (owner-operator small tourism business)
manager (owner-operator small tourism business)
inbound sales manager.
There are no prerequisites for entry to this qualification.
To achieve a Diploma of Tourism, 33 units must be completed:
17 core units
16 elective units:
a minimum of 10 elective units must be selected from the general elective units listed below
the remaining 6 elective units may be selected from this or another endorsed Training Package or accredited course
a maximum of 1 Languages other than English unit may be counted as an elective within this qualification.
In all cases selection of electives must be guided by the job outcome sought, local industry requirements and the characteristics of this qualification.
SITXMPR001A Coordinate production of brochures and marketing materials
SITXMPR006A Participate in cooperative online marketing initiatives for the tourism industry
SIT50107 Diploma of Tourism
The following table contains a summary of the employability skills required by the tourism industry for this qualification. The employability skills facets described here are broad industry requirements that may vary depending on qualification packaging options.
Industry/enterprise requirements for this qualification include:
Negotiating and liaising with a broad range of colleagues and customers on operational and service issues; consulting with others to elicit feedback and ideas; providing briefings to operational staff and other managers; consulting with team members about OHS issues; developing and maintaining workplace documentation such as operational procedures, staff-related documentation or reports.
Motivating and leading diverse teams; providing support and coaching; planning work operations to take account of team member strengths; taking a lead role in agreeing and establishing work team goals.
Developing and applying a range of strategies to address both typical and unpredictable workplace problems; responding effectively to a wide range of operational issues requiring immediate resolution; working with colleagues to develop practical solutions; monitoring and evaluating the effectiveness of solutions based on operational experience.
Initiative and enterprise
Generating options and ideas to address different workplace challenges; developing ideas about ways to improve operations and services; encouraging team members to be innovative; using knowledge of current and emerging tourism industry and marketplace trends to inform work practices.
Planning and organising
Understanding the roles and responsibilities of leaders and managers in the context of the overall organisation; communicating goals, strategies and outcomes to team members; monitoring and evaluating plans, procedures and systems, including timelines and resources; actively participating in continuous improvement processes.
Understanding the legal and compliance framework that affects those working in the tourism industry; maintaining general and technical knowledge to inform work practices.
Proactively maintaining and updating knowledge of tourism industry trends and practices; being aware of tourism industry professional development opportunities; supporting team members to learn.
Assessing, selecting and applying technologies used in the tourism industry to support workplace operations and planning; understanding the operating capacity of different technologies, including emerging technologies used to support tourism operations; supporting skill development required by new technologies.
Due to the high proportion of electives required by this qualification, the industry/enterprise requirements described above for each employability skill are representative of the tourism industry in general and may not reflect specific job roles. Learning and assessment strategies for this qualification should be based on the requirements of the units of competency for this qualification.