SYSTEM OF MEASURES
FOR EXCELLENCE IN DESTINATIONS
"Contributing to bring destinations
worldwide towards excellence"




  ...
The System of Measures for Excellence in Destinations
(SMED)
Tourism destinations should sustain or enhance the geographic...
The SMED: Working in partnership with destinations
Depending upon the tourism structure in a given country, partners withi...
 Collaboration tool:                              Market positioning tool:
 The SMED can be used to unite               ...
01
     STEP 1: DESTINATION PROFILE QUESTIONNAIRE (DPQ)
     The Destination Profile Questionnaire, or DPQ, gathers genera...
04
        STEP 4: THE REPORT
        The confidential report includes the destination’s current opportunities and
       ...
575 – 1255 Peel Street, Montréal (Québec) H3B 4V4, Canada
Ph: (+1) 514.871.1115 (x. 226)       Fax: (+1) 514.871.1121
www....
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System of Measures for Excellence in Destinations

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SYSTEM OF MEASURES FOR EXCELLENCE IN DESTINATIONS (SMED)

Tourism destinations should sustain or enhance the geographical character of a place its environment, culture, aesthetics, heritage and the well-being of its residents.

To help bring destinations worldwide towards excellence, the World Centre of Excellence for Destinations (CED) has developed a System of Measures for Excellence in Destinations, or SMED, a unique system that focuses on short-term and long-term goals of sustainable tourism. In implementing a SMED, destinations benefit by receiving concrete and feasible recommendations for strategic interventions and continuous improvement.

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System of Measures for Excellence in Destinations

  1. 1. SYSTEM OF MEASURES FOR EXCELLENCE IN DESTINATIONS "Contributing to bring destinations worldwide towards excellence" www.ced.travel
  2. 2. The System of Measures for Excellence in Destinations (SMED) Tourism destinations should sustain or enhance the geographical character of a place – its environment, culture, aesthetics, heritage and the well-being of its residents. To help bring destinations worldwide towards excellence, the World Centre of Excellence for Destinations (CED) has developed a System of Measures for Excellence in Destinations, or SMED. This unique system focuses on short-term and long-term goals of sustainable tourism. Destinations evaluated using the SMED benefit by receiving concrete and feasible recommendations for strategic interventions and continuous improvement. 
  3. 3. The SMED: Working in partnership with destinations Depending upon the tourism structure in a given country, partners within a destination may be public or public-private sector bodies responsible for tourism development, promotion or management at the local, regional, provincial or national level, as well as stakeholders active in caring for the destination as a whole. Benefits of the SMED and how it can be used The SMED allows partner destinations to build upon their strengths and identify key issues to be addressed. In today’s fiercely competitive global tourism market, the information provided by the SMED can give destinations an important competitive edge. In addition, the SMED brings added value to partner destinations that key stakeholders may use as a:  Diagnostic tool:  Progress tool:  Management tool: The SMED provides the The SMED highlights the The SMED recommends most complete and destination’s strengths monitoring and follow-up accurate portrait possible and weaknesses, thus actions for improvement of a tourist destination at allowing destination to be undertaken in light a given point in time. stakeholders to take of evaluation results. concrete steps to maintain and improve performance. 
  4. 4.  Collaboration tool:  Market positioning tool: The SMED can be used to unite The SMED brings a destination’s unique destination stakeholders by mobilizing characteristics and attributes to the them around strategic goals and joint fore, allowing the destination to refine actions aimed at developing the and improve its market positioning and sustainable performance of the brand definition. destination.  Comparative analysis tool:  Communication tool: The SMED can be used to compare one The SMED evaluation recognizes destination with others, or to world strengths the destination can use in destination benchmarks, making communications addressed to its target collective experience and best practices clienteles and the media. available to all partners of this global- scale project. How the SMED works: step-by-step SMED evaluations are typically conducted by SMED experts in a series of steps over an average period of five months. These experts are academics holding doctoral degrees or tourism professionals with recognized expertise, possessing a minimum of ten years of industry experience and established international reputation. SMED experts are selected by the CED management, carefully matching the experts’ profile and background to the destination’s unique characteristics. 
  5. 5. 01 STEP 1: DESTINATION PROFILE QUESTIONNAIRE (DPQ) The Destination Profile Questionnaire, or DPQ, gathers general information and documentation on the destination participating in a SMED evaluation. The information collected provides SMED experts with preliminary knowledge of the destination for the preparation of relevant and carefully targeted questions in the steps that follow. 02 STEP 2: CUSTOMIZED SMED QUESTIONNAIRE (C-SMEDQ) The SMED is composed of 4 fields and 11 categories that serve as indicators for measuring excellence within a destination. SMED experts carefully select the most appropriate indicators for the destination profile, and then use the initial DPQ to develop a web-based Customized SMED Questionnaire, or C- SMEDQ, for the destination. They will meet with as many stakeholders and local experts as needed to assist in completing the C-SMEDQ. The analysis of the data collected enables the SMED experts to better prepare their on-site visit. 03 STEP 3: THE ON-SITE VISIT The on-site visit is performed to validate the information collected in the DPQ and the indicators from the C-SMEDQ and to gather any missing data through consultation workshops and interviews with local experts. The visit is also used to target the main areas for improvement within the destination, in close collaboration with all participating stakeholders. 
  6. 6. 04 STEP 4: THE REPORT The confidential report includes the destination’s current opportunities and challenges, a qualitative analysis per field and category, comparative studies of other similar destinations as well as general recommendations proposed by the SMED experts who performed the on-site visit. Recommendations address both short-term goals (one to two years) as well as long-term goals (three to five years). For quality control, each SMED report is submitted for peer review before being remitted to the destination authority. 05 STEP 5: FOLLOW-UP FOR CONTINUOUS IMPROVEMENT Each destination evaluated by the SMED becomes part of a worldwide destination database which protects the confidentiality of each destination’s responses. These destinations and their stakeholders will benefit from ongoing follow-up and receive additional information obtained by the CED over time. After three to four years of a SMED evaluation, it is expected that a destination will invite SMED experts to return to track how recommendations were implemented, explore new solutions and provide new information pertinent to the destination’s continuous improvement. The SMED Code of Ethics and Rules of Conduct The SMED visits and the experts who conduct them are governed by a rigorous Code of Ethics and Rules of Conduct that are strictly respected during SMED evaluations and proceedings. 
  7. 7. 575 – 1255 Peel Street, Montréal (Québec) H3B 4V4, Canada Ph: (+1) 514.871.1115 (x. 226) Fax: (+1) 514.871.1121 www.ced.travel info@ced.travel THE CED’S MISSION IS TO GUIDE DESTINATIONS WORLDWIDE TOWARDS EXCELLENCE BY SUPPORTING THEM IN THEIR EFFORTS TO FOSTER SUSTAINABLE DEVELOPMENT AND INCREASE THEIR ABILITIES TO GENERATE ECONOMIC, SOCIAL AND CULTURAL BENEFITS. THE CED IS A NON-PROFIT ORGANISATION RECOGNIZED BY THE UNITED NATIONS WORLD TOURISM ORGANIZATION (UNWTO). PARTNERS FOUNDERS

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