Destination Management Specialist

Educational Certification

WHAT IS THE DESTINATION MANAGEMENT SPECIALIST (DMS) EDUCATIONAL CERTIFICATION?

The Destination Management Specialist (DMS) program stands as a cornerstone of our commitment to excellence and is a continuing educational pathway designed to elevate professionals within the DMO/CVB industry. Through dynamic, hands-on, masterclass learning coupled with real-world experiences and application, DMS equips our members and emerging leaders with the knowledge, skills, and confidence to shape the future of Texas tourism.

CLICK HERE TO VIEW PROGRAM GUIDELINES & REQUIREMENTS

Click Here to Enroll in the DMS PROGRAM

HOW DO YOU EARN IT?

Use the 3:2:1 Model

1. Complete 3 of the Masterclass/Core Tracks offered annually at the Winter Conference. (Leadership, Marketing, Sales, and Advocacy/Communications or the Innovation Summit.)

2. Attend 2 Elective Courses

3. Attend 1 Destination Experience Tour

4. Attend 1 Destination Marketing Principles session

COST: $250

DMS PROGRAM Guidelines

DMS requirements have been thoughtfully designed to uphold the integrity and depth of the designation while remaining clear, accessible, and easy to navigate, ensuring every participant can focus on their growth. View the guideline details below.

DMS GUIDELINE DETAILS

FAQ's: FREQUENTLY ASKED QUESTIONS

Who is this program best suited for?

The short answer is, everyone! Whether you are brand new to your role or the industry and looking for a framework to build your knowledge, skills and confidence level, or a seasoned DMO pro, the DMS program offers the best in continuing education opportunities for yourself and your staff members.

How do I track my program credits?

Program credits are tracked on your Member Compass in the Continuing Education tab. It is important to note that no credit will show until your first credit is earned.

When are DMS candidates awarded & recognized for completing the program?

DMS Candidates are awarded and recognized annually during the Texas Tourism Awards Show at our Annual Conference. All credits must be completed a minimum of 30 DAYS PRIOR to the start of the Annual Conference to graduate that year.

What happens if I accidentally take the same core track twice?

Credit tracking is made easy in the Continuing Education portion of your Member Compass. Please be sure you are referencing which Core Tracks you have completed in the past prior to registering for the Winter Conference, so you can confidently attend the core track you need to graduate. You must complete three different courses of the following Masterclass Tracks: Sales, Marketing, Advocacy, Leadership or the Innovation Summit. Repeated core tracks will not count towards graduation.

Why are there no credits showing in my account?

If you have earned credits towards the program by attending one of our events, they should be viewable in the Continuing Education tab of your Member Compass. Possible reasons for no credits or missing credits could be:

You are new to the program and have not yet earned a credit
You have completed a course, submitted an essay, and are in the waiting period of DMS committee review.

If you are missing a credit for any reason other than the above, please e-mail DMS@destinationstexas.org for clarification.

Which course credits require a summary essay report?

Only CORE TRACK credits (Sales, Marketing, Leadership, Advocacy or Innovation Summit) require a Summary Essay report - usually due to dms@destinationstexas.org within 30 days of the event. Electives, Destination Tours and the DMP Class do not require a summary report however attendance is required and will be tracked for credit.

Summary Essay report requirements are:

Word Count: 500-1,000 words in paragraph/essay format
Include your full name, organization & title above the title on the summary report
Submission format: Word Document or PDF
Summarize your key takeaways from the Master Class you attended. You must pick 2-3 sessions to expand on with the main focus on how you would implement what you learned in your own destination.
Save the file using the following format "Lastname_ConferenceDestination_ConferenceYear_DMS SummaryReport" for example... Smith_Waco2025_DMSSummaryReport.doc
Report must be completed and submitted to DMS@destinationstexas.org within an allotted timeframe. We recommend completing them as soon as possible so the information is still fresh on your mind.
Reports will be reviewed by the DMS Committee and once approved, your Core Track Credit will be added to your Member Compass under Continuing Education. Please allow the committee up to 8 weeks to review.

WHEN DO CREDITS HAVE TO BE COMPLETED BY IN ORDER TO GRADUATE?

All credits must be completed a minimum of 30 DAYS PRIOR to the start of the Annual Conference to graduate that year.