Director of Public Relations and International Tourism

Greater Raleigh Convention and Visitors Bureau (Visit Raleigh)
September 20, 2021
Raleigh, North Carolina
Job Type


Job Description

Who We Are:

As the official destination marketing organization for Raleigh, N.C./Wake County, the Greater Raleigh Convention and Visitors Bureau (Visit Raleigh), is responsible for promoting Wake County as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the economic position of and provides opportunity for residents throughout Wake County.

Our mission is to accelerate sustainable economic growth and development by increasing visitor and convention business. Raleigh, N.C./Wake County welcomes nearly 18 million visitors annually whose spending tops $2.9 billion. The visitor economy supports more than 28,000 local jobs in Wake County and generates $284 million in state and local tax revenues, saving each Wake County household $727 in taxes annually.

What We’re Looking For:

We are searching for a Director of Public Relations and International Tourism to oversee all external communication activities for Visit Raleigh, which includes all media relations, influencer marketing, public affairs, community awareness and advocacy as well as crisis, issues, and reputation management functions. You will also be responsible for overseeing international tourism marketing and travel trade efforts for Visit Raleigh.

Media relations efforts include local earned media to generate community awareness and out-of-town earned media in the meetings, leisure, group tour and sports markets to help generate visitation. Public affairs efforts include advocating for the value of the visitor economy to Wake County and the role Visit Raleigh plays in creating and fostering the visitor experience. International tourism marketing and travel trade efforts include working with airlines, tour operators, wholesalers and travel agents as well as media in key feeder markets (Canada, U.K. and France) abroad to increase local brand awareness and drive foreign independent travelers (FITs) to Wake County.

Additionally, this leader will serve as Visit Raleigh’s voice (and at times the face) at local community engagements. They will be responsible for building and maintaining relationships, and leading conversations with local community leaders and media.

The ideal candidate will have a strong PR background, a passion for storytelling and excellent writing skills. They’ll have a can-do attitude, not being afraid to jump between high-level strategic decision making and rolling up their sleeves to make things happen.


Overseeing and managing a small team consisting of a Public Relations and International Tourism Manager (in-house), along with an independent public relations contractor you will be tasked with, but not limited to the following.

Public Relations:

Develop media relations strategy for Raleigh, N.C. and Wake County as a premier destination targeting media outlets in the state, region, national and international markets.

Accountable for planning, developing, executing, measuring and optimizing segment-specific communications campaigns for local, leisure, meetings and conventions and sports trade media.

Use data and analytics to optimize strategies, evaluating performance across goals.

Help drive thought leadership, improve efficiencies and strengthen Visit Raleigh’s overall impact – while staying current on the latest public relations/communications trends, campaign methodologies and technologies to ensure success.

Elevate Visit Raleigh’s brand awareness by engaging in building and fostering strong relationships with local television, print, radio and online media, updating them on bureau initiatives and the tourism industry in Wake County, building credibility in the local and business community.

Oversee content updates of the media section on to reflect the Raleigh, N.C., brand and tell the story of the entrepreneurial Raleigh residents who enhance the area’s visitor appeal.

Working with the Marketing and Communications Department, update and maintain a b-roll library of stock video footage available on-demand to media outlets.

Serve as a member of Visit Raleigh’s Community Engagement team working alongside the Executive Vice President, Director of Marketing and Communications and other staff members to develop and execute community engagement strategies.

International Tourism/Travel Trade:

Generate increased room-nights for Wake County lodging partners through selling via tour operators, bedbanks and other wholesalers working in the F.I.T. market.

Work with Wake County hotels, attractions, and restaurants to educate them on the importance of the international business, how to work with that market and help generate business for our partners.

Develop and maintain effective networking relationships within the international travel trade industry representatives including tour operators, wholesalers, travel agents, media and airlines.

Research emerging international markets and create destination-specific strategies based on travel drivers of each including India, Germany, China and Mexico.

Develop strategic-integrated marketing, communications and sales strategies with airlines that serve RDU with international service to increase awareness/exposure for routes and generate bookings.

Community Engagement:

Oversee and maintain key industry relationships such as Visit North Carolina, Travel South USA and Brand USA.

Work with Public Information Officers from all Wake County municipalities to develop communication objectives for promoting events, festivals and news of interest to leisure and meeting visitors.

Work in collaboration with appropriate communications and public relations representatives in local organizations including Wake County Economic Development, City of Raleigh, North Carolina State University Centennial Campus and Research Triangle Regional Partnership to collaborate on story ideas and to ensure that we have consistent messaging on how we are branding and marketing the area and continue to develop quality-of-place theme lines.

Job-Related Training and Experience:

Bachelor’s degree preferably in public relations, journalism, communications, marketing or related field.

5+ years’ experience in public relations, communications, or related field.

Prior experience managing teams.

Advanced media relations, media pitching, writing, speaking, and computer skills required.

The ability to take an active role in providing content direction and have a unique willingness to not only strategize but also write content along with the team, when necessary.

Tourism media relations or destination management and agency experience preferred.

Knowledge of Raleigh and Wake County, NC preferred.

General working knowledge of CVB, meetings and sports tourism industries.

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