Destinations International Launches Business Intelligence Certificate Program
New offering helps destination professionals excel in business events segment with practical, skills-based training
Washington, D.C. (March 11, 2025)—Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), is proud to announce the launch of its new Business Intelligence Certificate Program designed to empower destination organization professionals with the skills and insights needed to excel in the dynamic world of business events.
This program is tailored specifically for entry- to mid-level professionals in sales, services and marketing who are looking to enhance their understanding of how to strategically apply business intelligence concepts to improve decision-making and client engagement. The program emphasizes real-world application, tactical execution and the ability to balance emotional intelligence with business acumen to drive success within the business events sector.
"In today’s competitive environment, destination professionals must think critically, apply insight and take action. Business intelligence is about understanding how to interpret information and use it effectively in conversations, negotiations and strategic planning," said Don Welsh, President & CEO of Destinations International. "This new certificate program focuses on these concepts and the foundational understandings required in the sales, services and marketing roles, touching on the metrics that will help the learner adjust and optimize those strategies."
“This new certificate program comes at a critical time for destination professionals, who are facing growing complexity, competition and change across the sales, service and marketing and communications operations in their organizations,” said Emily Scheiderer, Senior Director of Education, Sales & Services at Destinations International. “Destinations International developed this course in response to the needs of our members for essential content and insight delivered in a flexible and accessible format.”
Program Overview
The Business Intelligence Certificate Program is made up of three stand-alone yet interconnected courses, each focused on actionable strategies, applied learning and industry-specific best practices:
- Sales
Learn how to leverage destination resources to enhance prospecting, lead generation and closing deals. The course provides actionable strategies for managing client relationships and optimizing sales performance. - Services
Develop expertise in service delivery, including event planning logistics, attendance-driving strategies and risk mitigation. This course emphasizes hands-on problem-solving, anticipating client needs and delivering exceptional event experiences. - Marketing and Communications
Explore tactical marketing strategies for destination branding, digital outreach and media engagement, with a focus on supporting and promoting business events. This course provides the tools to craft compelling narratives, foster relationships and drive measurable impact.
Each course consists of 6-8 hours of seat time featuring expert-led video modules, knowledge check quizzes and a final assessment. Upon completion of all three courses, participants will earn the prestigious Business Intelligence Certificate from Destinations International, signifying not just knowledge, but the ability to apply it effectively in the work environment.
Flexible and Accessible Learning
The program is fully online and self-paced, offering participants the flexibility to complete the coursework within a 90-day window. Led by industry veterans and pioneering destination leaders, the program ensures participants gain practical, real-world insights from top experts.
Registration and Pricing
The Business Intelligence Certificate Program is open to both members and non-members of Destinations International, with individual course and bundle pricing available:
Members
- Full Program Bundle (all three courses): $1,495
- Sales: $595
- Services: $595
- Marketing and Communications: $495
Non-Members
- Full Program Bundle (all three courses): $2,095
- Sales: $795
- Services: $795
- Marketing and Communications: $695
Bulk Discounts are available for teams of four or more. For more information, contact [email protected].
More information is available online.
