Governance

Standard 1.1
The Destination Organization's governing body or its parent organization shall approve a budget on an annual basis or upon the Destination Organization's approval schedule.

Guidelines: N/A

Essential Elements: A copy of the portion of the minutes indicating approval of a budget.

Standard 1.2
The Destination Organization shall follow the recommended DMAP organizational Code of Ethics.

Guidelines: All accredited DMOs are required to read and abide by this code of ethics as a condition for initial and continuing accreditation.

Essential Elements: N/A

Standard 1.3
The Destination Organization shall develop and maintain a current strategic plan.

Guidelines: Strategic Plan: Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. Various business analysis techniques can be used in strategic planning, most commonly used is SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats). A Strategic Plan should include more than one year of measurable goals, objectives, strategies and implementation of those strategies. A current plan is defined as one that is updated at least every three (3) years.

Essential Elements: 

1. Vision statement
2. Formal mission statement
3. Long term strategies, goals and objectives for multiple years.
4. Provide evidence the governing body of the Destination Organization 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.)

Standard 1.4
The Destination Organization has made progress toward achieving the components of the strategic plan.

Guidelines: Provide examples of completed goals/objectives outlined in the DMO's current or original strategic plan.

Essential Elements: Description of the progress made and a detailed explanation of how these components are measured.

Standard 1.5
The Destination Organization's governing body or its parent organization receives and reviews periodic financial reports including income and expense statements and a balance sheet.

Guidelines: This entails a regular review of the organizations financials by the governing entity and is reflective of sound fiscal management.

Essential Elements: Copy of agenda and portion of board minutes indicating review of financial reports.

Finance

Standard 2.1
A formal annual audit is conducted by an independent auditor (a certified public accountant - CPA or a review of financial documents by a CPA may also qualify.

Guidelines: Annual audits are strongly recommended, however bi-annual audits may be recognized as compliant in some cases.

Essential Elements: Most recent audit and management letter (if applicable) and Destination Organization's response to management letter.

Standard 2.2
The Destination Organization's annual budget is linked to the goals of the strategic plan as approved by the Destination Organization's governing body or its parent organization.

Guidelines: The strategic objectives of the organization outlined in the Strategic Plan, marketing and Sales Plan should be clearly reflected in the organizations budget allocations. For example; If the strategic plan outlines "Staff will attend 3 regional tradeshows" the budget line item(s) should reflect the allocations for the proposed tradeshows.

Essential Elements: Explanation of this budget process or other written evidence of compliance. Highlight the sections and provide the pages of the budget and the related strategic plan sections.

Standard 2.3
The Destination Organization has appropriate avenues to report and document the misuse of funds to the proper level of management, volunteer leadership or outside source.

Guidelines: The documented reporting process ensures employees have avenues to report suspected misuse of funds. The process should also account for when/if the chief executive is the person suspected of misuse of funds. In public DMO's the chart of accounts is often established by the municipality or county finance department and can be considerably different than the DMAI Uniform System, but is acceptable in meeting this standard.

Essential Elements: Provide policy and/or procedure

Human Resources

Standard 3.1
The DMO has: a. appropriate avenues for employees to report, and document prohibited activities. b. The DMO also has a policy that prohibits retaliation against any employee who files a complaint of such or participates in any investigation.

Guidelines: Prohibited activities include discrimination, sexual harassment, hostile conduct or oppression against any employee for any reason. The policy must address venues for staff to report prohibited activities attributed to management, the DMO executive, volunteer leadership and outside sources.

Essential Elements: Provide a copy of the policy incorporating these two concepts.

Marketing

Standard 4.1
The Destination Organization has a comprehensive marketing plan that is consistent with its current budget cycle. The marketing plan includes strategies and goals for key market segments and is updated on a regular basis.

Guidelines: This is often a one-year document for the current or upcoming budget year.
The marketing plan can be a distinct part of the multi-year strategic plan, but must cover measurable objectives, specific strategies tied to each department within the DMO and outcomes.

Essential Elements: Highlight the sections and provide the pages that identifies strategies and goals for key market segments.

Standard 4.2
The Destination Organization has a policy which offers its customers (e.g. convention planners, travel/tour trade) the option to opt out of communication (e.g. newsletters, news blasts, faxes) from the Destination Organization.

Guidelines: This policy states how the DMO will work with convention/meeting planners to determine what parameters are important to selecting a hotel or service for their meeting purposes. It explicitly states how leads are distributed based on the parameters requested and that blanket leads are not acceptable and are not a practice of the DMO at any time. This is often called a "blind lead". This opt-out policy is different than the consumer opt-out policy.

Essential Elements: Provide the written policy and/or procedures and example of its use (this would be a policy and/or procedure that ensures that this is followed throughout the Destination Organization's operations).

Sales

Standard 5.1
The Destination Organization has a comprehensive sales plan with specific goals and strategies that is updated every two (2) years and is consistent with the budget cycle.

Guidelines: Sales Plan is a written plan that details the way in which the sales operation of a DMO will allocate its people and resources to achieve sales goals that are connected to its marketing plan and, consequently, its overall strategy plan. It is a separate document but related to the marketing plan and in turn the strategic plan. It can be a specific part of the overall strategic plan but must have its own measurable objectives, strategies and implementation plan.

Essential Elements: Copy of sales plan and description of goals and strategies.

Standard 5.2
The Destination Organization must have a policy or procedure that offers any convention/event/travel/tour planners the choice to receive or not receive communication from the recipient of Destination Organization leads.

Guidelines: This policy states how the DMO will work with convention/meeting planners to determine what parameters are important to selecting a hotel or service for their meeting purposes. It explicitly states how leads are distributed based on the parameters requested and that blanket leads are not acceptable and are not a practice of the DMO at any time. This is often called a "blind lead". This opt-out policy is different than the consumer opt-out policy.

Essential Elements: Provide written policy and example of its use (this would be a policy and/or procedure that ensures that this is followed throughout the Destination Organizations operations).

Management and Facilities

Standard 6.1
The Destination Organization has a management structure that shows clear lines of reporting responsibility.

Guidelines: Clear lines of reporting reflects employee reporting hierarchy illustrating the relations between people within an organization. Such relations might include managers to sub-workers, directors to managing directors, chief executive officer to various departments.

Essential Elements: Organizational staffing chart listing all current regular positions and the reporting responsibility.

Innovation

Standard 7.1
The Destination Organization demonstrates evidence of leading the organization and/or destination in initiating programs that promote sustainable tourism practices.

Guidelines: Sustainable tourism: is attempting to make as low an impact on the environment and local culture as possible, while helping to generate future employment for local people. The practice cited should be different than the response to 15.1.

Essential Elements: Written description of innovative practices where the Destination Organization has led the organization and/or destination in initiating programs that promote "sustainable tourism" practices.

Stakeholder Relationships

Standard 8.1
The Destination Organization demonstrates evidence of active involvement that advances the profession including but not limited to regional, state, national and international organizations, education institutions, and industry associations

Guidelines: Stakeholder groups usually include, but are not limited to:

• Government agency(ies)
• Business organization(s)/Chamber(s) of Commerce
• Economic development agency(ies)
• Airport authority(ies)
• Port authority(ies)
• Lodging association(s)
• Parks and recreation authority(ies)
• Media
• Community leadership organization(s)
• Convention center(s)
• Sports organization(s)
• Arts and cultural organization(s)
• Restaurant association(s)

Essential Elements: A written statement discussing how the Destination Organization actively participates in professional and industry associations. For example, participation in committees, boards, data sharing, education facilitation and mentoring.

Additional Renewal Questions

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

Guidelines: Describe any improvements that have been made since first accredited, for example, achieving compliance with voluntary standards.

Standard 9.2
Has the Destination Organization used the DMAP accreditation process to focus on continuous improvement within the following specific areas: improving stakeholder relations and improving the customer experience in the destination?

Guidelines: Describe how the Destination Organization used the accreditation process to focus on those areas.

Standard 9.3
What benefits has the Destination Organization gained from being accredited and how does the Destination Organization communicate the value of accreditation to both customer and local and industry stakeholders?

Guidelines: Describe the benefits of accreditation and how the Destination Organization communicates the value of accreditation to stakeholders.

Standard 9.4
Has the DMO had any substantive changes that impact compliance with accreditation including changes in senior management, legal status, and scope of services offered, organizational structure, legislative changes, or overall mission?

Guidelines: Provide a description on how these changes affect the Destination Organization's ability to comply with the standards required for accreditation.

Standard 9.5
Is the Destination Organization currently involved in any litigation?

Guidelines: Describe the nature of the litigation.

Standard 9.6
The Destination Organization was provided with a final report identifying "Opportunities for Improvement" after becoming accredited. Has the Destination Organization addressed these areas?

Guidelines: Provide description on how the Destination Organization has addressed these areas.

Standard 9.7
Does the Destination Organization produce an Annual Report?

Guidelines: If an Annual Report is produced, attach a copy of the most recent Annual Report.