ADVANCING, MEASURING AND SHARING...ADVANCING, MEASURING AND SHARING DESTINATION MARKETING'S IMPACT ON THE WORLD Presented To: U.S. Travel Association’s Educational Seminar for Tourism

ADVANCING, MEASURING AND SHARING

DESTINATION

MARKETING'SIMPACT ON THE WORLD

Presented To:

U.S. Travel Association’s Educational

Seminar for Tourism Organizations (ESTO)

Presented By:

Valencia Bembry,

SVP, Accreditation & Strategic Initiatives

Destination Marketing Association International (DMAI)

600+ $2.5B+

DMAI MEMBERSHIP

Annual BudgetsDMO Member Organizations

Within 16 Countries

DMO PROGRAMS

DESTINATION & TRAVEL FOUNDATION

01

02

03Raising the Profile of

the Destination

Marketing Industry

Capturing Industry

Snapshots

Understanding

Major Trends and

Practices

DESTINATION & TRAVEL

FOUNDATION

11Grants

Awarded in

2015

EDUCATION & RESOURCES

RESEARCH & MEASUREMENT

INDIVIDUAL PROFESSIONAL DEVELOPMENT

15Major Events

14Webinars

2,000+DMO Pros Engaged

ORGANIZATIONAL DEVELOPMENT

DestinationNEXT

Destination Strength

DestinationNEXT

Community Support &

Engagement

DestinationNEXT

DestinationFIRST

Organizations

Seeking

Improvement

DMO Foundations

New

Destination

Initiatives

Organizations

In Transition

DestinationFIRST

DestinationFIRST

• Feasibility

• Preparing

• Governance

• Membership

• Management

• Marketing

• Research

• Stakeholders

Introductory & Background Information

Case Studies

Examples

Research

Templates

and

Forms

Self-Assessment and

Checklist

In-

Country

Resource

s

DestinationFIRST

Solimar International

• Tourism development consultants

• Developed similar toolkits for international development

organizations including the UNWTO and USAID

• Ongoing projects for pilot testing, including Malawi, Sri

Lanka and Verde Valley Arizona

DestinationFIRST

DestinationMarketingAccreditationProgram

DESTINATION MARKETING ACCREDITATION PROGRAM

Accredited DMOs

208+Approval Cycles per Year

2Disciplines

16

• Independent international

accreditation program

• Establish industry accreditation standards

• Evaluate compliance with the standards

• Recognize programs which demonstrate compliance

• Value of DMAP Accreditation

DMAP

• Governance

• Finance

• Human Resources

• Technology

• Marketing

• Visitor Services

• Group Services

• Sales

• Communications

• Membership

• Management & Facilities

• Brand Management

• Destination Development

• Research/

• Market Intelligence

• Innovation

• Stakeholder Relationships

16 Domains

Governance

Finance

Human Resources

Technology

Marketing

Visitor Services

Group Services

Sales

Communications

Membership

Mgmt & Facilities

Brand Mgmt

Development

Intelligence

Innovation

Stakeholders

16 DOMAINS

Strategic Plan Bylaws Mission/Vision Board Approval

Audit Accounting Policies & Procedures Insurance Misuse of Funds Policy

Performance Evaluations Benefits Job Descriptions HR Manual

Technology Plan Network Security Policy

Marketing Plan Website Opt Out Policy Budget Allocations

Respond to Inquiries Trained Leisure Market Staff

Convention Services Group Market Trained

Sales Plan Sales Staff

Crisis Communications Plan Media/Press

Kit

Membership Categories/Benefits

Org. Chart Continuous Improvement

Brand Promise

Destination Development

Mkt. Research

Governance• This domains relates the

following:

• Entity Structure

• Governing Authority

• Leadership

• Purpose and Scope

• Strategic Planning

Strategic Planningovernance

Key Elements

• Mission and Vision

• Current Competitive Environment

• Marketing and Sales Strategies

• Goals, Objectives and Tactics

• Performance Measurements

• Evaluation of Plan Effectiveness

Finance

• This domains relates the

following:

• Financial Management

• Policies and Procedures

• Budget Allocation

• Fiscal

Responsibility/Oversight

Marketing

• This domains relates the

following:

• Key Market Segments

• Destination Promotions

• Communication Strategies

• Performance

Measurements/Tracking

• Budget Allocation

Communications

• This domains relates the

following:

• Public Relations

• Crisis Planning

• Media Protocols

• Local Stakeholders

DMAP Eligibility Requirements• A legal DMO organization or an entity of;

• An entity created primarily to market a destination;

• Two or more years of experience marketing a

destination;

• Official highest governing entity authorized to provide

destination marketing for the jurisdiction;

• Willing to abide by the DMAP Organizational Code of

Ethics.

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DMAP Application Cycle

•

–

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DMAP Application Fees

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DMAP Resources

You're Invited to Attend

DMAP Accreditation: A Symbol of DMO Excellence

Webinar

Achieving DMAP's globally recognized accreditation serves as a visible acknowledgement that your DMO has demonstrated mastery of the core principles and capabilities essential to the best practice of

destination marketing and management.

Whether you are in the process of finalizing your DMAP application or just beginning, this presentation is for you.

Takeaways

1. Learn about tools and resources available to aid your organization

through the application process. 2. Get your answers directly from DMAP

Staff and Reviewers.

Click on a date below to register.

Presenter

Valencia Bembry

Senior Vice President of Accreditation and Strategic Initiatives, DMAI

DMAP

Webinars

Questions?

THANK YOU

For more information on DMAI’s programs

Visit: www.destinationmarketing.org

Email: accreditation@destinationmarketing.org