The Professional in Destination Management (PDM) Certificate Program Explorer

The Professional in Destination Management (PDM) certificate program provides those new to the destination organization side of the industry (less than one year of experience) with cutting-edge education, offering entry-level personnel the critical skills and knowledge necessary to start their careers in the travel and tourism industry.

Users will have 90 days from the date of registration to complete the entire program. Extensions will not be granted. All modules must be completed to receive the certificate of completion.

The Professional in Destination Management (PDM)

12 Modules

Upon successful completion of this course, attendees will:

  • Understand the evolving role of the destination organization and its value to the destination
  • Understand the destination organization’s operating environment and structure
  • Understand the difference between destination marketing and destination management
  • Understand the need for strategic planning and research/data analysis
  • Understand who the tourism stakeholders are and how to engage them in destination place-making
     

About the Modules

  • Each module contains a PDF of the slide deck, which you can download and print.
  • Each module contains a video. Click the play arrow to watch the full video.
  • Each module contains a knowledge check quiz.  Once you close the video, you will be able to access the quiz.  You will have unlimited attempts to pass the quiz, but you must successfully pass the quiz before you can move on to the next module.
  • Once you have completed all modules, you will then be able to access the course final assessment.
  • The final assessment must be completed to receive your Professional in Destination Management certificate of completion.

Course Details

Module Explorer

Welcome and Introduction

Introduction to the overall structure of the course, key takeaways, and instructors.

Module 1: Defining a Destination Organization

By defining what a destination organization is and more importantly, what it does, the learner will understand the purpose, mission, goals, and ultimately the importance in the local community.

Module 2: Our History as an Industry

Learn about the evolution of destination organizations and their roles in the community as well as the local visitor economy.

Module 3: DestinationNEXT Overview

The technological advancements within our industry are rapidly increasing the pace of change and creating new opportunities. But not all change and growth for destination organizations is reliant on technology. Destination leaders must continuously look to the future to remain relevant, and the DestinationNEXT study supports destination organizations in that effort.

Module 4: Organization Structures

Destination organizations come in all sizes, structures and funding sources, and domestic organizations fill many roles and serve a variety of customer bases. Your particular organization might fit into one of these types or might be a combination of these structures.

Module 5: Governance

Destination organizations come in all sizes, structures and funding sources, and domestic organizations fill many roles and serve a variety of customer bases. Your particular organization might fit into one of these types or might be a combination of these structures.

Module 6: Human Resources and Talent Management

Describe the roles and responsibilities of HR, explain the purpose of HR policies and procedures, explain the importance of building a strong organizational culture, list practices for strengthening team management and explain what motivates team members in destination organizations.

Module 7: Finance

Often considered a “non-revenue” generating activity, much like a skeleton, financial policies and practices are the main support structure of the destination organization body. Both financial and non-finance staff need to understand how budgets are created, how audits are conducted and have a general overview of the organization’s practices in order to understand the decision-making process in each division.

Module 8: Advocacy & Community Relations

Destination organizations are faced with many challenges that can divert time and energy away from their primary mission. The first priority should always be to determine and deliver the needs and desires of the citizens of the destination organization’s community. A well thought out advocacy plan coupled with a strong community relations effort will ensure that priority is met.

Module 9: Destination Research

Successful market research initiatives allow destinations to benefit from visitor and convention/event conversion, longer lengths of stay and higher spend levels, along with additional economic and community benefits.

Module 10: Marketing & Promotion Development

The visitor experience is what destination marketing is all about, and developing a list of primary and secondary target markets is critical to planning. Once planning and research are complete, it will be easier to develop and implement a brand for the destination.

Module 11: Fundamentals of Destination Sales

A strong sales effort is everyone’s job in a successful destination organization. Without a well-thought-out sales strategy for any customer target market, part of the message will be lost. Sales supports all the other marketing disciplines by adding direct contact with the customer.

Module 12: Technology

Destination organizations depend on technology to meet the needs of their internal and external customers. When used to its fullest potential, technology can support the organization’s day-to-day operations, sales, customer service, and research activities.

Register Now

Member Rate

US$595

Non-Member Rate

US$795

The PDM program consists of twelve modules that must be completed in total to receive the PDM certificate of completion.

Register Now

For assistance or more information:

Please contact [email protected].