The Director of Client Engagement is a senior strategic leader responsible for driving sustainable tourism growth through business development, experience enhancement, and industry competitiveness.
The role has primary accountability for all industry-facing functions at TNI, acting as a trusted partner to tourism businesses and stakeholders across Northern Ireland.
Through strong client engagement, commercial insight, and sector leadership, the Director will stimulate innovation, improve quality and productivity, and ensure Northern Ireland’s tourism offer competes effectively at a regional and international level.
Alongside direct business engagement, the Job Holder is required to work closely with a wide range of stakeholders and organisations which form the Northern Ireland tourism ecosystem including Government Departments and their Agencies, local government and third sector organisations.
The job holder will oversee the support services provided to businesses within the tourism sector through Tourism Northern Ireland’s Tourism Enterprise Development Programme and an Experience Development Programme through a key account management approach.
The role also includes responsibility for the co‑ordination of work related to the creation and delivery of tourism events within Northern Ireland and in doing so securing the region’s reputation as a world class destination for tourism events.
The post holder will also oversee Tourism NI’s statutory responsibility to certify tourism accommodation and Northern Ireland’s quality assurance (star grading) schemes.
A key part of this role will be to lead the development of a client engagement framework, designed to ensure every tourism partner—large or small—receives the right guidance at the right time.
Whether an accommodation provider, a visitor attraction, an event organiser, an experience creator, or a tourism start up, Tourism NI wants to ensure a clear point of contact is in place to offer tailored advice based on business need, potential and market opportunity.
As a key member of the Executive Leadership Team (ELT), the Job Holder will also contribute to the wider corporate management of Tourism NI and champion, lead and participate in specific cross‑functional, business development initiatives.
Main Duties
Tourism growth in Northern Ireland depends on strong, competitive businesses delivering high‑quality, distinctive experiences supported by a compelling events portfolio.
This role is central to achieving that ambition, translating organisational strategy into practical, business‑led interventions that deliver measurable economic and visitor impact.
The Director will operate as a key member of the Executive Leadership Team, shaping organisational priorities, influencing policy and investment decisions, and representing the organisation at senior industry, government and partner forums.
The Job Holder will be responsible for the following areas and activities:
* Industry Leadership and Client Engagement
* Tourism Business Development
* Experience Development
* Events Development
* Quality, Standards and Certification
Industry Leadership & Client Engagement
* Lead all industry‑facing functions, positioning the organisation as a proactive, credible and commercially focused partner to tourism businesses.
* Build and maintain strong senior‑level relationships with tourism operators, sector bodies and tourism focused businesses.
* Lead the development of a client engagement framework, designed to ensure every tourism partner receives the right guidance at the right time.
* Act as a visible advocate for the tourism industry, ensuring business needs and market realities inform strategy, policy, and programme design.
* Embed a client‑centric culture focused on impact, responsiveness, and long‑term business sustainability.
Tourism Business & Enterprise Development
* Lead the design and delivery of a comprehensive business support programme aimed at improving competitiveness, productivity, profitability, and resilience across the tourism sector.
* Drive enterprise development across all subsectors, supporting start‑ups, scaling businesses and established operators to innovate and grow.
* Ensure business support interventions are evidence‑led, market‑driven and aligned to wider economic and regional development priorities.
* Champion commercial capability, digital adoption, sustainability and workforce development within tourism businesses.
Experience Development
* Provide strategic leadership for tourism experience development, ensuring Northern Ireland offers compelling, high‑quality, market‑ready visitor experiences.
* Support industry to develop experiences that align with consumer demand, regional strengths, seasonality objectives and international market opportunities.
* Ensure experience development activity drives dispersal, dwell time, visitor spend and year‑round tourism growth.
* Foster innovation and differentiation to strengthen Northern Ireland’s competitive position.
Events Development
* Lead the strategic development of a high‑impact events portfolio that delivers economic, social and reputational benefits.
* Work in partnership with industry, local authorities and event promoters to attract, grow and retain events of regional, national and international significance.
* Ensure events development aligns with destination branding, seasonality objectives and regional tourism priorities.
* Oversee investment decisions and performance management to ensure clear return on investment and visitor impact.
Quality, Standards and Certification
* Lead all quality and standards functions, including certification, quality assurance schemes and industry benchmarking.
* Drive continuous improvement in service quality, visitor experience and operational standards across the tourism sector.
* Ensure quality frameworks are robust, credible and aligned with market expectations and international best practice.
* Use quality and standards as a strategic lever to enhance competitiveness and brand reputation.
* Contribute as a member of the Executive Leadership Team to the overall strategic direction, performance and culture of the organisation.
* Lead and develop high‑performing, commercially aware teams with a strong focus on delivery, accountability and industry impact, ensuring strategic objectives are communicated and understood.
* Take responsibility for employee development, ensuring capacity to meet the strategic objectives of the organisation and the efficient and effective use of people resources.
* Manage significant budgets and investment programmes, ensuring strong governance, value for money and measurable outcomes.
* Provide clear reporting to the Executive Team, Board and stakeholders on performance, impact and risk.
Education, Qualifications & Experience
Option 1
A qualification at Level 6 or above or a professional qualification of an equivalent or higher standard.
AND
Five years’ experience working at a senior management level in either a commercial, public sector or third sector environment.
OR
Option 2
Seven years’ experience working at a senior management level in either a commercial, public sector or third sector environment.
Personal Effectiveness
The job holder will possess an excellent standard of:
* Significant, successful senior leadership experience in tourism, economic development, enterprise support or a related commercial sector.
* A proven track record of working directly and effectively with industry in a client‑facing, business development capacity.
* Strong commercial acumen with effective management of significant programmes and investment portfolios.
* Strategic thinking skills with the ability to translate strategy into practical, high‑impact delivery.
* Proven credibility to operate at senior decision making levels with a range of stakeholders.
* Ability to travel within Northern Ireland, the UK, the Republic of Ireland and overseas where required to fulfil the requirements of the role.
* Knowledge of quality assurance, certification or standards frameworks.
* Strong understanding of regional tourism competitiveness and international market dynamics.
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