2020 CDME December
2020 CDME December
Dec 11, 2020
Dec 14, 2020

Due to the complications of increasing COVID-19 cases, this event has been postponed until further notice. Students that are currently registered will receive email communication with next steps.

Concurrent Core Courses

  • Strategic Issues in Destination Management
  • Destination Leadership

Concurrent Elective Courses

  • Destination Positioning and Branding
  • Destination Organization Human Resources and Talent Development


Friday December 11, 2020
9:00am - 5:00pm
Strategic Issues in Destination Management (20CDMEDEC)
Details +
Description: This course is designed to provide a broad contextual overview of the Destination Management industry, including its history and current trends.  Participants will gain a holistic understanding of the destination management profession, including its various marketing, finance and sales components. The course will provide an overview of the programmatic and operational objectives of the successful Destination Organization, and will explore board governance, advocacy and community relations. 

The course will touch upon both the theoretical and practical aspects of the profession. It will also provide a forward leaning educational overview on where the industry is headed, including destination leadership and defined skill sets for a contemporary destination management executive. 

Learning Objectives: Upon completion of this course, attendees will be able to:
  • Understand the history of the destination management profession and how it originated
  • Understand the trends in marketing-related programming used by destination organizations
  • Understand the sales-related programming used by destination organizations
  • Understand key destination organization financial issues including funding
  • Understand significant and relevant trends in the industry
  • Understand governance and destination advocacy
  • Understand the importance and definition of destination strategic planning
  • Understand the broad impacts of destination marketing on communities and how destination organizations have evolved in their structures and programming to remain relevant in a changing environment
  • Understand the difference between destination leadership and marketing 
  • Understand performance accountability and metrics
**Strategic Issues in Destination Management is a required core course.
9:00am - 5:00pm
Destination Leadership (20CDMEDEC)
Details +
Description:  The Destination Leadership core course is designed to introduce CDME candidates to real-world situations and the strategies and tactics to create and lead a successful Destination Organization. 

Learning Objectives: Upon completion of the Destination Leadership course, CDME candidates will learn to lead their destination through:
  • Building high performance teams
  • Understanding the critical components of human resources and financial management
  • Becoming leaders in their community
  • Developing successful boards of directors
  • Creating effective communications strategies
**Destination Leadership is a required core course.
Sunday December 13, 2020
9:00am - 12:00pm
Destination Organization Human Resources and Talent Development (20CDMEDEC)
9:00am - 12:00pm
Destination Positioning & Branding (20CDMEDEC)
Details +

Description:  This course will provide an integrated overview of the key challenges and future direction of place branding from a proven and practical perspective.  The course will also address the necessary research and various methodologies employed in successful destination/tourism and community branding.  You will gain important insights into the approach and key steps in destination/tourism brand development, design, and delivery. 

 Learning Objectives: Upon completion of this course, attendees will:

·        Understand the process of creating a destination brand

·        Know the difference between positioning and branding

·        Know how to develop a brand promise

·        Understand how to execute and enhance a destination brand rollout

·        Know how to set-up and measure destination brand success

* Schedule subject to change.
Omni Dallas
555 S. Lamar St.
Dallas, TX
Block Rate: $129/night + tax and fees
Cut-off Date: November 19, 2020
Book Your Room