2020 CDME Summer Learning Week
2020 CDME Summer Learning Week
Jul 10, 2020
Jul 13, 2020

Summer Learning Week is held in conjunction with Destination International's Annual Convention to provide an extended educational opportunity for participants in one trip. The Annual Convention will begin late afternoon on Monday, July 13 and concludes the evening of Wednesday, July 15. For more information please visit the Annual Convention webpage. Please note that Annual Convention registration is separate from and in addition to CDME registration.

Core Course
July 10-11, 9:00 AM - 5:00 PM

  • Strategic Issues in Destination Management (Instructors: Maura Allen Gast, FCDME, Irving Convention & Visitors Bureau and Gary Sherwin, CDME, Newport Beach & Co.)

Elective Course
July 12, 9:00 AM- 5:00 PM and July 13, 9:00 AM - 12:00 PM

  • Destination Positioning and Branding (Instructors: Cody Chomiak, CDME, Tourism Winnipeg and Doug McClain, CDME, Visit Newport Beach, Inc.)


Friday July 10, 2020
9:00am - 5:00pm
Strategic Issues in Destination Management July 2020 (2 Days)
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.
Sunday July 12, 2020
9:00am - 12:00pm
Destination Positioning & Branding July 2020 (1.5 Days)
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.
Host Hotel: Hyatt Regency Chicago

Book your room at one of many area hotels within walking distance for CDME courses as well as the 2020 Annual Convention.
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