Learn more about the Destination Marketing Accreditation Program.

1. Accreditation
Done It? Use it!
Thinking About It? Do it!

2. Living proof that your organization
complies with the highest and
best standards of destination
marketing and
management.
What is Accreditation?

3. Benefits of Accreditation
• Credibility
• Recognition
• Self-Improvement
“Even if nobody knew we were an accredited
bureau, the standards that we meet through
the accreditation process are relevant…we are
a more professional, effective, and efficient
business.”

4. Benefits of Accreditation
• Credibility
“As DMOs across the country struggle for
funding, being able to highlight our
accreditation to our funding sources has
provided added credibility to our missions and
marketing efforts.” – from Visit Milwaukee.

5. Benefits of Accreditation
“We are particularly gratified that the process
has instilled a very high degree of confidence
in the organization from our stakeholders…our
County Executive said in a press conference
‘This accreditation, confirming GRVA’s
adherence to the highest industry standards,
gives me great confidence that the public
dollars we entrust to them are an excellent
investment for the community.’”

6. Benefits of Accreditation
• Recognition
“Discover Lynchburg was honored with multiple
industry awards over the past two years which
was a direct result of the commitments to and
accountability of our DMAI accreditation
process.”

7. Benefits of Accreditation
• Exemplary Citations
• Opportunities for Improvement
“One of the best parts of the accreditation
process was getting feedback on standards
where the bureau could improve as well as
those areas where we were
exemplary, defined as a model bureau worthy
of imitation.”

8. Accreditation is NOT
• Just for the “big boys”
• Just for the “little guys”
• Going to reveal all of your secret stuff
• Something you can throw together
in a week or two
• Something to designate
to one staff member

9. Biggest Misperceptions
• “It won’t make us any more/less effective.”
• “We are purely a leisure destination. [This is]
directed toward urban DMOs that cater to
business, group travel.”
• “I have a feeling travel is involved and we have
travel restrictions right now.”
• “You need to be a member of DMAI to do it.”
• “You need to subscribe to MINT to do it.”

10. Biggest Misperceptions
• “It doesn’t apply to us because we are:
– Part of a Chamber of Commerce
– Part of a City or County Government
– Part of an independent organization
• “We might be embarrassed by the close
scrutiny of everything we do.”
• “It costs a lot of money.”
• “We don’t have the staff resources to do it.”

11. What’s Involved?
16 Domains
• 53 Mandatory Standards
• 29 Voluntary Standards
http://www.destinationmarketing.org/page.asp?pid=114
Online Application

12. Tips on Troublesome Standards
1.8 The DMO shall develop and maintain a current
strategic plan.
Essential Elements
Copy of current strategic plan to include a 1) vision,
2) formal mission statement, and 3) long term
strategies, goals and objectives. 4) Provide
evidence the governing body of the DMO has
adopted and monitors the strategic plan. 5)
Evidence that the strategic plan is connected to
operational outcomes. (e.g. budget, marketing
plan, sales plan, performance measures.)

13. Tips on Troublesome Standards
A Strategic Plan Is:
• Visionary
• Directional
• Future-focused
• Tied to the Budget
• More than 1 year
• Includes SWOTs

14. Tips on Troublesome Standards
A Marketing/Sales/Business Plan Is:
• Shorter Term, Tactical
• Actionable Now
• Measurable Now
(All of these things may be
included in the strategic plan.)

15. Tips on Troublesome Standards
Sample Strategic Plan Goal
• Develop and implement a comprehensive city-
wide wayfinding system by 2015.
Operational Tactics Demonstrating Connection
• Convene partners to discuss
wayfinding, complete a needs analysis, initiate
customer research, develop a funding plan, etc.

16. Tips on Troublesome Standards
2.2 The DMO’s annual budget is linked to the
goals of the strategic plan as approved by the
DMO’s governing body or its parent
organization.
Essential Elements
Explanation of this process or other written
evidence of compliance

17. Tips on Troublesome Standards

20. Tips on Troublesome Standards
2.5 The DMO has appropriate avenues to report
and document the misuse of funds to the
proper level of management, volunteer
leadership or outside source.
Essential Elements
Policy and/or procedure

21. Tips on Troublesome Standards
3.7 The DMO has appropriate avenues for
employees to report and document prohibited
activities to proper levels of management,
volunteer leadership or outside sources, i.e.,
discrimination, sexual harassment, hostile
conduct or oppression against any employee for
any reason. The DMO also has a policy that
prohibits retaliation against any employee who
files a complaint of such or participation in any
investigation.

22. Tips on Troublesome Standards

23. Tips on Troublesome Standards
8.8 The DMO has a policy which offers its
convention or event, or travel/tour planners
the ability to opt out of communication which
leads to solicitation.
Essential Element:
Provide written policy and example of its use. (This
would be a policy and/or procedure that ensures
that this is followed throughout the DMOs
operations.)

24. Tips on Troublesome Standards
9.1 The DMO maintains an updated crisis
communication plan.
Essential Element
Copy of crisis communication plan

25. Tips on Troublesome Standards
11.3 The DMO maintains a Business
Continuity/Emergency Operations Plan
specifying how the organization will respond
to emergency situations.
Essential Elements
Copy of the Business Continuity/Emergency
Operations Plan

30. Tips on Troublesome Standards
15.1 The DMO demonstrates recent (within the
past two (2) years) evidence of innovative
practice(s) that improves the operation and/or
performance of the organization.
*Examples of innovative practices include
organizational, community, economic development
and/or sustainable tourism initiatives.
Essential Elements
Written description of innovative practice(s) and a
discussion of the related impact(s)/benefit(s)

31. Accreditation Renewals
1.3 Has the DMO developed and maintained a
current strategic plan?
Essential Elements
1) vision, 2) mission, and 3) long term strategies,
goals and objectives. 4) Provide evidence the
governing body of the DMO has adopted and
monitors the strategic plan. 5) Provide evidence
that the strategic plan is connected to
operational outcomes.*

32. Accreditation Renewals
1.4 How has the DMO made progress towards
achieving components of the strategic plan?
Essential Elements
Describe progress made toward achieving
components of the strategic plan and provide a
detailed explanation of how the progress is
measured.

33. Accreditation Renewals
9.1 What improvements have been
implemented at the organization since first
accredited?
Essential Elements
Describe improvements that have been made
since first accredited, for example achieving
compliance with voluntary standards.

34. Accreditation Renewals
9.6 The DMO was provided with a final report
identifying "[Opportunities for Improvement]"
after becoming accredited. Has the DMO
addressed these areas?
Essential Elements
Provide description on how the DMO has
addressed these areas.

35. Process
Year 1
Application for Accreditation
16 Domains
• 53 Mandatory Standards
• 29 Voluntary Standards

36. Process
Year 5
Accreditation Renewal
9 Domains
• 22 Mandatory Standards
• 1 Voluntary Standard

37. Process
Year 9
Re-Accreditation
16 Domains
• 53 Mandatory Standards
• 29 Voluntary Standards

38. Ask the DMAP Board
Questions?
Comments?