DMAP Accredidation

AccreditationDone It? Use it!Thinking About It? Do it!

Living proof that your organization complies with the highest and best standards of destination marketing and

management.

What is Accreditation?

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.”

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.

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.’”

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.”

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.”

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

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.”

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.”

What’s Involved?

16 Domains • 53 Mandatory Standards• 29 Voluntary Standardshttp://www.destinationmarketing.org/page.asp?pid=114

Online Application

http://www.destinationmarketing.org/page.asp?pid=114

Tips on Troublesome Standards1.8 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.)

Tips on Troublesome Standards

A Strategic Plan Is:• Visionary• Directional• Future-focused• Tied to the Budget• More than 1 year• Includes SWOTs


A Marketing/Sales/Business Plan Is:• Shorter Term, Tactical• Actionable Now• Measurable Now

(All of these things may be

included in the strategic plan.)


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.


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


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


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.


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.)


9.1 The DMO maintains an updated crisis communication plan.

Essential Element Copy of crisis communication plan


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


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 ElementsWritten description of innovative practice(s) and a

discussion of the related impact(s)/benefit(s)

Accreditation Renewals

1.3 Has the DMO developed and maintained a current strategic plan?

Essential Elements1) 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.*


1.4 How has the DMO made progress towards achieving components of the strategic plan?

Essential ElementsDescribe progress made toward achieving components of the strategic plan and provide a detailed explanation of how the progress is measured.


9.1 What improvements have been implemented at the organization since first accredited?

Essential ElementsDescribe improvements that have been made since first accredited, for example achieving compliance with voluntary standards.


9.6 The DMO was provided with a final report identifying "[Opportunities for Improvement]" after becoming accredited. Has the DMO addressed these areas?

Essential ElementsProvide description on how the DMO has addressed these areas.

Process

Year 1Application for Accreditation

16 Domains • 53 Mandatory Standards• 29 Voluntary Standards

Process

Year 5Accreditation Renewal

9 Domains • 22 Mandatory Standards• 1 Voluntary Standard

Process

Year 9Re-Accreditation

16 Domains • 53 Mandatory Standards• 29 Voluntary Standards

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DMAP Accredidation

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