System of Measures for Destination Excellence_ENG

8/9/2019 System of Measures for Destination Excellence_ENG

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June 2010

CED World Centre of Excellence for Destinations 555-1255 Peel Street, Montral (Qubec) Canada

T: +1.514.871.1115 (x. 226) F: +1.514.871.1121 [email protected] www.ced.travel

Manolis Psarros

Destination Development & Marketing Consultant

Strategic planning of destination tourism

development: The System of Measures for

Destination Excellence


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CED is a non profit organization recognized by UNWTOStructure

Governmental :

Non governmental :

UNWTO

Ministre du Tourisme du Qubec

Ministre des Affaires Municipales

Dveloppement conomique Canada

Tourisme Montral

Universit du Qubec Montral

National Geographic SocietyGeorge WashingtonUniversity

Atmosfair

Partners


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Delivering strategicinformation on themajor issues related

to destinations.

Delivering strategicinformation on themajor issues related

to destinations.

CED

Developing their

competitiveness

Developing their

competitiveness

Facilitating the achievement of their

sustainable development objectives

Facilitating the achievement of their

sustainable development objectives

Improving thequality of theexperience offered

to tourists

Improving thequality of theexperience offered

to tourists

Strengthening the geographic character of destinations, which includes theirenvironment, their culture, their aesthetics, their heritage, and the well-being of

their inhabitants

Strengthening the geographic character of destinations, which includes theirenvironment, their culture, their aesthetics, their heritage, and the well-being of

their inhabitants

Mission:To guide destinations around the world toward excellence by:


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SMED is:The SMED evaluation of a destination assigns a grade by field of excellence toallow a destination to clearly identify fields that may constitute weak points (to

improve them) or strong points (to be promoted in its communications) andfacilitate the use of the SMED as diagnostic tool, as well as a tool for progressand management.

SMED is NOT: Is not an Accreditation System Does Not Publish the Evaluation Results Does Not Create Comparative Lists among the participating destinations


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Potential SMED partners are :

SMED Partners

Organizations having recognizedauthority, government power overtourist activities at the destination

X municipalitiesX their tourism bureausX promotional bodies


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The criteria used to differentiate between the major typologies of touristdestinations gave the SMED different options in terms if geographic

localization and leaded to the identification of the following

Typology of Destinations:

1. Urbandestinations

2. Coastaldestinations

3. Mountaindestinations

4. Rural, nature,and discoverydestinations

4 Types of Destinations


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Cantons-de-lEst

Mexico CityRiviera Maya

Douro

Valley

Madeira

Andorra

Jeddah

Chengdu

SMED Network of Destinations

Tela

SamosMontrealCrete


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System of Measures forDestination

Excellence

Suggestions for

improvementAnalysisResults

SMED fields and

categories

SMED rating

scheme


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Fields

SMED fields andcategories

SMED ratingscheme

Results Suggestions forimprovement

DestinationSustainability

Organization ActivitiesServices

Categories Transport

Accommodation

Food and

Beverage

Supporting

Services

Environment and Landscape

Culture and Heritage

Governance

Marketing and Sales

Information and

Welcome

Security

Archaeology sites

Sightseeing

Vineyards

Well-beings and SPA

Analysis

FieldsFields

Transport

Accommodation

Food and

Beverage

Supporting

Services

FieldsFields

Governance

Marketing and Sales

Information and

Welcome

Security

FieldsFields

Archaeology sites

Sightseeing

Vineyards

Well-beings and SPA

Fields


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The SMED experts knowledge andpeer review Low Performance

less than 50%

Medium Performancebetween50% and 60%

High Performancebetween60% and 70%

Excellencemore than 70%

Suggestions forimprovementAnalysisResultsSMED rating

schemeSMED fields and

categories

The information gathered

prior to the visit; during the workshops and interviews; the wrap up meetings with the destinationauthorities.

The comparison to standards inthe SMED data base.

Each category evaluation is based on:








Low Performanceless than 50%





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The DESTINATION is easily accessible (roads, air, railway, river), and isserved by excellent infrastructures.The closest international airport is the , one of the most modern airports inthe world.Almost all wineries, vineyards and other attractions are in general easilyaccessible by car.Bus stations are available in almost all the towns and villages.

Security

SMED

suggestions

for

improvement

SMED rating

scheme

Analysis

SMED

fields and

categories

Excellence

To advertise on the safety of the destination. To provide information or service in English and Spanish in the gasstations and service centers. To add in questionnaires designed to determine the perceptions

and evaluations of visitors questions that address the safety issue.


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Medium

Performance

There are 36 establishments of accommodation ( not including the ruraltourism sector). There is a total of 2,333 beds available in the destination.The average stay is 1,5 days.The average annual occupancy rate is 26.10%.There are schools offerings training of tourism and hospitality

Analysis

SMED rating

scheme

Accommodation

To increase occupancy rates.To measure accommodation supply and demand.To strengthen and reposition the Wine Association Route in order to developand promote the ...

SMED

suggestions

for

improvement

SMED

fields and

categories


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Low Performance

Lack of coordination between the different tourism stakeholders.There were three DMOs operating in ... There was no globalapproach for the destination as a whole.In response to these problems, the . Government hasdecided to: 1) create the Mission Structure (DMS) which isresponsible to implement the tourism plan; 2) create one single

DMO for the entire destination (being created now).

Analysis

SMED rating

scheme

Governance

To support the implementation of the .. DMO which. To develop a DMO strategy. To collect data to know the impact of the tourism sector and theimportance of the industry for the local and regional economy. To develop a system for comparing similar destinations.

To become a UNWTO affiliate member (Destination Council).

SMED

suggestions

for

improvement

SMED

fields and

categories


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The Visit is donenormally in five days:

Consultation Workshops

On-site visits

Interview with Local Key

Stakeholders

SMEDquestionnaires (3months prior to thevisit)

Preparation for theVisit

Before theVisit

Aanalysis of theinformation andrecommendationsidentification (3months)

SMED Visit

After the

Visit


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OenologicalTourism

RiverDiscovery

DMOs

BENCHMARKING OF OTHER DESTINATIONS

Valley ofLoreley

(Germany)

Sognef Jord

(Norway)

Town of Oliver

(Canada)

The Stellenbosh

Wine Routes

(South Africa)

Margaret River

(Australia)

Bordeaux Region

(France)

ColchaguaValley

(Chili)

Abu Dhabi Tourism

Authority

(United Arab

Emirates)

Barcelona Turisme

(Spain)

Dublin Tourism

(Ireland)


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Recommendations

Short Term

Long Term

Follow up

visit 4

years later


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Benefits ofSMED


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The tourist destinations that agree to participate in the developmentof the SMED by receiving CED delegates will obtain the followingbenefits:

Benefits for Destinations:

Recognition as an innovative destination seeking excellence through their involvement in the development of the SMED, a global-scale project;

The uniting of local decision-makers and operators, public and private, arounda mobilizing project aimed at developing the sustainable performance of thedestinations tourist activities;

The acquisition of general advice and recommendations on the developmentand management of the destination, which will help the destination to improveits excellence;

The best practice experience coming from all around the world to be appliedwithin the destination.


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Douro Valley, Portugal and Tela, Honduras obtained information to create a localDMO that didnt existed in those regions.

Douro Valley, Portugal: Douro Valley in Portugal obtained 30 million Euros from theEuropean Union to implement the SMED recommendations, they also signed theNational Geographic Geotourism charter.

Jeddah, Saudi Arabia, obtained help from the national government to create aprogram to save the old downtown area and built a Muslim tradition museum.

Eastern townships, Canada obtained the political support with the help of ourexternal report to ban motor boats in some lakes and to develop a system of smallvillage restaurants in the whole region.

Riviera Maya and Mexico City obtained help from our partner atmosfair tomeasure the CO2 impact of the destination and apply funds from the Carbon creditsto implement green energy technologies.

Benefits for Destinations:


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System for Measuring Excellence in Destinations

(SMED)

CED World Centre of Excellence for Destinations 555-1255 Peel Street, Montral (Qubec) Canada

T: +1.514.871.1115 (x. 226) F: +1.514.871.1121 [email protected] www.ced.travel

Thank You

Documents

System of Measures for Destination Excellence_ENG