PDM Course 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.

Registration for PDM is purchased as a package. Users will have 90 days from the date of registration to complete the entire program. Extensions will not be granted. Both of the two required courses must be completed to receive the Professional in Destination Management Certificate of Completion.

Fundamentals of Destination Management & Marketing
13 modules

The Fundamentals of Destination Management and Marketing course focuses on evolving trends in the travel and tourism industry and how destination organizations successfully align with these changes. Key to this success is the operations of the organization and its place within the travel and tourism industry.

Fundamentals of Sales
10 modules

No sales, no business. It's the most fundamental fact of commerce. However, sales is often one of the most misunderstood and mismanaged aspects of business, despite its obvious and enormous importance. This course will take a deep dive into the sales function and why it’s essential to a destination organization.

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 exam.
Both course final exams must be completed to receive your Professional in Destination Management certificate of completion.

Course Details

Fundamentals of Destination Management & Marketing

About the Course

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

Module 1: Welcome

The course instructors provide an introduction to the overall structure of the course and key takeaways.

Instructors:

Maura Gast, Executive Director, Irving, Texas CVB / Visit Irving
Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

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.

Instructor:

Maura Gast, Executive Director, Irving, Texas CVB / Visit Irving

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.

Instructor:

Maura Gast, Executive Director, Irving, Texas CVB / Visit Irving

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.

Instructor:

Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

Module 5: Governance

Instructor:

Maura Gast, Executive Director, Irving, Texas CVB / Visit Irving

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.

Guest Instructors:

Tammy Canavan, Executive Vice President, Fired Up! Culture
Jennifer Johnson, Vice President, Operations, Monterey County CVB

Module 7: Finance

Guest Instructor:

Julie Hart, President, CFO by design

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.

Instructor:

Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

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.

Instructor:

Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

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.

Instructor:

Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

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 plan 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.

Instructor:

Jack Wert, Naples, Marco Island, Everglades CVB

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.

Guest Instructor:

Jim Ganotis, Director of IT & Operations, Destination Cleveland

Module 13: Conclusion

Instructors:

Maura Gast, Executive Director, Irving, Texas CVB / Visit Irving
Jack Wert, Executive Director, Naples, Marco Island, Everglades CVB

Fundamentals of Sales

About the Course

Upon successful completion of this course, attendees will:

Learn basic sales strategies and tactics
Understand the language of sales
Prepare for a sales opportunity
Begin the discussion on the right foot
Make an effective pitch
Handle objections
Seal the deal
Follow up on sales
Set sales goals
Manage sales data
Use a prospect board

Module 1: Welcome

The course instructors provide an introduction to the overall structure of the course and key takeaways.

Instructors:

Kristin McGrath, VP of Sales, Services & Sports, Visit Albuquerque
Wes Rhea, Chief Executive Officer, Visit Stockton

Module 2: CVB Sales and Services vs. Hotel Sales and Services

Sales and services are core functions of a destination organization. This module will provide an understanding of sales and services best practices with an emphasis on how this applies to entire destinations as opposed to a hotel property.

Instructor:

Kristin McGrath, VP of Sales, Services & Sports, Visit Albuquerque

Module 3: Understanding and Positioning the Destination Assets

Identifying prospects and distributing requests for proposals (RFPs) are key responsibilities for destination organization sales and services professionals. Learn how to explain the destination's assets relative to a client's needs.

Instructor:

Kristin McGrath, VP of Sales, Services & Sports, Visit Albuquerque

Module 4: Sales 101: Prospecting and Qualifying

The time and effort put in to prospecting and qualifying will not only allow you to better utilize your time and resources; it also demonstrates to the meeting planner that you respect and appreciate their time.

Instructor:

Wes Rhea, Chief Executive Officer, Visit Stockton

Module 5: Marketing

Marketing is key to attracting planners to your destination. Learn how to explain what marketing is, describe the various types of research and metrics used in marketing planning, explain the difference between destination positioning and branding and identify the importance of social media and digital marketing.

Guest Instructor:

Cody Chomiak, Director of Marketing, Tourism Winnipeg

Module 6: Requests for Proposals and Responding to RFPs

Responding to Requests For Proposals in a timely and professional manner positions your destination for more business while also meeting the needs of your clients and stakeholders.

Instructor:

Kristin McGrath, VP of Sales, Services & Sports, Visit Albuquerque

Module 7: Third Party and Independent Planners

The industry has seen growth in third party and independent planners over the past decade. Understanding who they are and how to work with them is key to a comprehensive sales strategy.

Instructor:

Wes Rhea, Chief Executive Officer, Visit Stockton

Module 8: Planning FAMs, Destination Previews, Site Inspections

Preparation for customized site visits ensures clients’ expectations are met and your destination shines.

Instructor:

Kristin McGrath, VP of Sales, Services & Sports, Visit Albuquerque

Module 9: Working the Trade Show Floor

Tradeshows are great opportunities to get face-to-face and build long lasting relationships with your planners but they can also be a waste of time if not properly executed. Getting the most out of these opportunities can lead to creating new business opportunities for your destination.

Instructor:

Wes Rhea, Chief Executive Officer, Visit Stockton

Module 10: Conclusion

Review the learning takeaways from the entire course to prepare you for your course assessment.

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Member Rate

US$495

Non-Member Rate

US$695

The PDM program is comprised of two courses, purchased as a package. Both courses are required and must be successfully completed to receive the Professional in Destination Management Certificate of Completion.

Contact Us

Taylor Ruoff Snider

email [email protected]

Senior Manager, Professional Development

Destinations International

Taylor Ruoff assists with the development and administration of Destination International’s education and certification programs. Taylor has a passion for advancing sustainable travel and tourism education to support and empower destination organizations and industry professionals across the globe. She has over five years of experience in project management, research, content development, and educational administration for prominent industry associations, destination organizations, non-profits, and consulting firms.

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