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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
8/9/2019 System of Measures for Destination Excellence_ENG
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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:
8/9/2019 System of Measures for Destination Excellence_ENG
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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
8/9/2019 System of Measures for Destination Excellence_ENG
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Cantons-de-lEst
Mexico CityRiviera Maya
Douro
Valley
Madeira
Andorra
Jeddah
Chengdu
SMED Network of Destinations
Tela
SamosMontrealCrete
8/9/2019 System of Measures for Destination Excellence_ENG
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System of Measures forDestination
Excellence
Suggestions for
improvementAnalysisResults
SMED fields and
categories
SMED rating
scheme
8/9/2019 System of Measures for Destination Excellence_ENG
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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:
High Performancebetween60% and 70%
Excellencemore than 70%
High Performancebetween60% and 70%
Excellencemore than 70%
Medium Performancebetween50% and 60%
High Performancebetween60% and 70%
Excellencemore than 70%
Low Performanceless than 50%
Medium Performancebetween50% and 60%
High Performancebetween60% and 70%
Excellencemore than 70%
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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
8/9/2019 System of Measures for Destination Excellence_ENG
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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:
8/9/2019 System of Measures for Destination Excellence_ENG
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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