Presentation: System of Measures for Destination Excellence

World Centre of Excellence for Destinations (CED)


The mission of the World Centre of Excellence for Destinations (CED) is to contribute to guiding destinations around the world toward excellence by:

  • Developing their competitiveness:
  • Helping them reach their sustainable development objectives;
  • Improving the quality of the experience offered to tourists;
  • Strengthening the geographic character of destinations, which includes their environment, their culture, their aesthetics, their heritage, and the well-being of their inhabitants.

In performing its mission, the CED concretely extends the action of the Destination Council and departments of the United Nations World Tourism Organization (UNWTO) by bringing added value and expertise to innovative policies and practices on tourist destination management.

The CED acts as a catalyst for partnerships and collaborations with public and private stakeholders such as destination management organizations (DMOs), associations and experts from the tourist industry, university centres, and civil society at large.

System of Measures for Excellence in Destinations (SMED)

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.


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