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.
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.
The SMED is composed of 4 fields and 11 categories that serve as valid and reliable indicators for measuring excellence within a destination. SMED experts in consultation with the destination manager 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. The DMO manager may invite 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.
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.
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 peers review before being remitted to the destination authority.
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.
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