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a DMO Certification System
What is UNWTO.QUEST?
UNWTO.QUEST is a programme of the World Tourism Organization (UNWTO), which was established with the purpose to promote quality and excellence in tourism Destination Management Organizations (DMOs) in planning, management and governance of tourism development, by means of capacity building.
UNWTO.QUEST Programme is a strategic tool which allows the DMOs to implement an improvement plan with the aim of enhancing their management processes and thus contribute to the competitiveness and sustainability of the destinations they represent.
This programme aims at: a) providing a globally consistent and credible framework of criteria and indicators for evaluating DMO effectiveness and efficiency; b) creating a brand identity for the DMO; c) providing capacity building through continuous guidance and training; and d) establishing an inclusive and dynamic network of DMOs and expertise for excellence and quality assurance.
The UNWTO.QUEST allows to implement an integrated quality management approach and consists of three consecutive stages:
i) assessment of the management plans and operations of DMOs;
ii) training to assist DMOs in their efforts to improve the knowledge and professional skills of human resources; and
iii) certification to support the enhancement of quality and efficiency of strategic and operational activities of DMO.
Through the UNWTO.QUEST programme, UNWTO accompanies the DMO through a process to strengthen three areas of key performance in destination management: Strategic Leadership, Effective Implementation and Efficient Governance.
To ensure the successful implementation of criteria and quality standards in the three areas of action, the UNWTO.QUEST programme has a progressive implementation methodology that provides support, assistance and monitoring to the DMO.
These actions are implemented through UNWTO.Themis, the education and training arm of UNWTO, with special emphasis on capacity building and the enhancement of professional skills within the DMO.
As a result of the process, the World Tourism Organization (UNWTO) awards the UNWTO.QUEST Certification to those DMOs that have successfully complied with the programme criteria and standards. Consequently, the DMO will acquire a global recognition as an entity with efficient governance and high performance.
The certificate has a validity of 4 years. Furthermore, UNWTO offers the possibility of renewal of the certification, in order to promote continuous improvement in the quality management of the DMOs and also enhancing the competitiveness of the destinations.
Who is it aimed at?
All DMOs are eligible for certification, irrespective of their Governments being UNWTO members. There is no size or format limitation and, although the focus is on regional and local level DMOs, the system is applicable across DMO geographical levels, from national (NTOs) to regional and local level.
5 reasons to join UNWTO.QUEST
Once awarded with the UNWTO.QUEST Certification, the DMO acquires visibility & international recognition of the DMO as an entity committed to quality and excellence in destination management, having:
• Improved efficiency and professionalism in governance & destination management.
• Optimized human resources management and development of professional skills.
• Developed a strategic plan which fosters integration of all the stakeholders (public & private) in the destination management.
• Adopted tools for innovation, sustainability and competitiveness of a destination
• Assumed leadership in the destination as regards a strategic planning which may encompass the various authorities, stakeholders and professionals and facilitates tourism sector partnerships towards a collective destination vision.
Beneficiaries
• DMO, by implementing tools and best practices which strengthen their strategic leadership, effective implementation and efficient governance.
• Tourism Destinations, by contributing to their
competitiveness and sustainability as a result of strategic decisions by the DMO as regards its planning, management and governance.
• Private sector stakeholders, who benefit from the enhancement of management capacities associated with greater synergies and public-private partnership building.
• Tourist, who will visit a destination where quality is a strategic management and distinctive feature promoted by the DMO.
Objectives
The UNWTO.QUEST Programme has the following objectives:
• Promote the quality and excellence of the DMO in planning, management and governance of tourism development.
• Provide a framework of criteria and standards to guide and assist the DMO in destination management strategies.
• Strengthen the commitment of DMO to quality and excellence in tourism management.
• Enhance competitiveness and sustainability of tourist destinations by improving the strategic planning, management and governance of the DMO.
• Recognize the quality and excellence of the DMO, by awarding the UNWTO.QUEST Certification
• Consolidate a network of UNWTO.QUEST Certified DMOs worldwide
How does it work?
The duration of the certification is 4 years and is subject to renewal.
The Certification process comprises 3 phases, each with its corresponding processes:
How to Apply?
As a National, Regional or Local Destination Management Organization, if you wish to apply for the UNWTO.QUEST programme, you should:
• Request admission to the UNWTO (pre-registration), with the necessary approval and support of the highest national tourism authority;
• Provide proof of official constitution as a DMO within the legal framework of the country to which it pertains;
• Obtain the approval by the UNWTO of initial proposal to participate in the programme.
Further information: [email protected] and [email protected].
4 months 6 months 2 months
Initial Self-Assessment
Registration
Online Self-Assessment
Pre-Audit
Improvement Plan
Training
Certification Request
Audit
Validation by Advisory Board
Certification
Improvement Process
UNWTO.QUEST Audit and Certification
a DMO Certification System
Pre-Audited
a DMO Certification System
Trained
a DMO Certification System
