Purpose & Value
Who Is IQM Destination For?
The project is intended for:
- National, regional and local tourist boards
- Cities and municipalities
- Regions and rural destinations
- Private and public tourism stakeholders
- Chambers and professional tourism and hospitality associations
- Destination management organizations and development agencies
- Educational and scientific institutions
- Local producers and tourism-related brands
- Public utility companies and service providers involved in tourism
- Consulting and investment firms in the tourism sector
- Organizations working on tourism product development
Each implementation is tailored to the destination’s structure, goals, and capacity. More than 40 destinations are already part of the IQM Destination network.
Benefits of the IQM Destination Project
Comprehensive Quality Monitoring
Track quality trends through detailed reports based on guest feedback, sentiment analysis, and performance scores throughout the year.
Continuous Improvement and Standardization
Implement quality standards consistently across all sectors – from accommodation to gastronomy, attractions, and services – ensuring a high-quality visitor experience.
Education and Capacity Building
Access regular training sessions and expert guidance to strengthen the knowledge, skills, and motivation of tourism professionals.
Stakeholder Satisfaction – Residents, Professionals, and Guests
Balance the needs of the community, tourism workers, and visitors by fostering responsible and sustainable development across the destination.
Networking and Collaboration
Connect with like-minded service providers, share experiences, and strengthen your local tourism ecosystem through coordinated action.
Benchmarking and Transparency
Gain insight into your position compared to other stakeholders, helping you identify opportunities for growth and celebrate your strengths.
Strategic Marketing Support
Enhance your visibility through destination-wide promotion and recognition, including quality certification (e.g. Montenegro Quality).
Data-Driven Decision-Making
Rely on real guest data and quality analytics to make smarter operational and strategic choices.
Alignment with Destination Strategy
Contribute to the long-term development goals of your destination by becoming an active, quality-oriented stakeholder in the tourism system.
Key Components of the IQM Destination Approach
Key Components of the IQM Destination Approach
We implement a 360-degree, data-informed approach that engages the entire destination: residents, tourism professionals (stakeholders), and guests. This integrated model allows us to understand perceptions, measure impact, and align strategies across all levels of the destination.
Our work focuses on these interconnected components:
- Integrated Destination Management
- A coordinated approach that connects all stakeholders, fosters strategic alignment, and supports continuous quality improvement at every level of the destination.
- Reputation Management
- Monitoring online reviews, analyzing guest satisfaction, and assessing how the destination is perceived in digital environments.
- Standardization & Certification
- Defining and implementing local quality standards based on tradition, authenticity, and internationally recognized benchmarks.
- Education & Capacity Building
- On-site trainings and tailored education programs for private accommodation providers, hotels, campsites, restaurants, and other tourism-related services.
- Marketing & Visibility
- Strengthening destination brand identity through unified storytelling, targeted campaigns, and strategic positioning in domestic and international markets.
- Quality Certification
- Recognition of excellence through structured evaluation processes and the annual IQM Quality Awards for outstanding performance.
- Sustainability Monitoring
- Measuring the impact of tourism using clear indicators aligned with the UN Sustainable Development Goals (SDGs), with optional participation in programs like Biosphere certification.
- IQM Pass – Welcome Card
- A locally adapted welcome card that connects visitors with the best the destination has to offer – promoting local businesses, sustainability, and guest satisfaction.
- Tourism Product Development
- Identifying, designing and improving destination-specific tourism products that reflect local identity, address market trends, and enhance the overall guest experience.
- Integrated Destination Management
- Reputation Management
- Standardization & Certification
- Education & Capacity Building
- Marketing & Visibility
- Quality Certification
- Sustainability Monitoring
- IQM Pass – Welcome Card
- Tourism Product Development
We implement a 360-degree, data-informed approach that engages the entire destination: residents, tourism professionals (stakeholders), and guests. This integrated model allows us to understand perceptions, measure impact, and align strategies across all levels of the destination.
Our work focuses on these interconnected components:
- Integrated Destination Management
- A coordinated approach that connects all stakeholders, fosters strategic alignment, and supports continuous quality improvement at every level of the destination.
- Reputation Management
- Monitoring online reviews, analyzing guest satisfaction, and assessing how the destination is perceived in digital environments.
- Standardization & Certification
- Defining and implementing local quality standards based on tradition, authenticity, and internationally recognized benchmarks.
- Education & Capacity Building
- On-site trainings and tailored education programs for private accommodation providers, hotels, campsites, restaurants, and other tourism-related services.
- Marketing & Visibility
- Strengthening destination brand identity through unified storytelling, targeted campaigns, and strategic positioning in domestic and international markets.
- Quality Certification
- Recognition of excellence through structured evaluation processes and the annual IQM Quality Awards for outstanding performance.
- Sustainability Monitoring
- Measuring the impact of tourism using clear indicators aligned with the UN Sustainable Development Goals (SDGs), with optional participation in programs like Biosphere certification.
- IQM Pass – Welcome Card
- A locally adapted welcome card that connects visitors with the best the destination has to offer – promoting local businesses, sustainability, and guest satisfaction.
- Tourism Product Development
- Identifying, designing and improving destination-specific tourism products that reflect local identity, address market trends, and enhance the overall guest experience.
- Upgrade the quality of service in a number of segments within a tourist destination
- Educate according to the needs of all involved in the tourism of a destination
- Position and brand the destination
- Measure quality and aspire to advance in innovations
- Strengthen the entire brand of the destination
- Assure a responsible and sustainable tourism management
- Coordinate all activities according to the SDGs
The project consists of several phases of implementation:
– Informing about responsible tourism and sustainable development
– Measuring first indicators; how satisfied the locals are with tourism in the destination; measuring the online reputation; measuring the satisfaction of stakeholders (professionals in tourism) with the tourism in the destination; measurements and plans that the local authorities have for projects important for the destination
– Involving stakeholders in the destination (private accommodation owners, hotels, catering facilities (bars and restaurants), wellness centres, campsites, tourist agencies, shops and souvenir shops, taxis, car parking services, utility companies, attractions in the destination)
– The standards are set in the destination, involving local products, tradition, quality, and tourism trends
– If the destination wishes so, it is possible to set a standard according to the world sustainable development standards; Biosphere – it is also possible to certify an individual stakeholder
– Sustainable and responsible tourism indicator is recommended for measuring (a member of the IQM Destination team is a part of the expert group UNWTO for sustainable development)
– Marketing analysis of individual stakeholders within a destination and a thorough analysis of the destination and detecting challenges
– Product development
– Educating in tourism for private accommodation owners
– Educating about the trends in the hotel industry
– Implementing the Welcome card – IQM Pass
– Making of the study of the destination integral management
– Scientific research to prove the efficiency of implementing the IQM Destination in the destination (contract with the Faculty of Economics in Zagreb)
On average, the project is carried out within a period of 3 to 5 years, including the education of employees to continue implementing the integral management of quality.
– Informing about responsible tourism and sustainable development
– Measuring first indicators; how satisfied the locals are with tourism in the destination; measuring the online reputation; measuring the satisfaction of stakeholders (professionals in tourism) with the tourism in the destination; measurements and plans that the local authorities have for projects important for the destination
– Involving stakeholders in the destination (private accommodation owners, hotels, catering facilities (bars and restaurants), wellness centres, campsites, tourist agencies, shops and souvenir shops, taxis, car parking services, utility companies, attractions in the destination)
– The standards are set in the destination, involving local products, tradition, quality, and tourism trends
– If the destination wishes so, it is possible to set a standard according to the world sustainable development standards; Biosphere – it is also possible to certify an individual stakeholder
– Sustainable and responsible tourism indicator is recommended for measuring (a member of the IQM Destination team is a part of the expert group UNWTO for sustainable development)
– Marketing analysis of individual stakeholders within a destination and a thorough analysis of the destination and detecting challenges
– Product development
– Educating in tourism for private accommodation owners
– Educating about the trends in the hotel industry
– Implementing the Welcome card – IQM Pass
– Making of the study of the destination integral management
– Scientific research to prove the efficiency of implementing the IQM Destination in the destination (contract with the Faculty of Economics in Zagreb)
On average, the project is carried out within a period of 3 to 5 years, including the education of employees to continue implementing the integral management of quality.
VISION
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