Destination Management Program for tourism Executives (SDMP).png

Strategic Destination Management Program for Tourism Executives (SDMP)


Course overview

The Strategic Destination Management program (SDMP) for Tourism Executives equips you with the insight, mindset and leadership capabilities to set your county’s strategic direction as a destination and navigate uncertainty. SDMP for Tourism Executives is a transformational learning journey — one that brings together leaders from various county governments and some of the finest minds in management, sustainability and innovation in an environment of collaboration and open dialogue. Focusing on senior county executives who want to optimize their destination’s competitive advantage, the curriculum concentrates on vision, leadership, productivity and the implementation of business strategies.


You will be challenged to adopt new approaches, reassess your leadership, explore new concepts and broaden your perspective. The result is a strengthened capacity to drive performance, deliver excellence in strategy and execution, and build alignment and a shared commitment to sustain competitive advantage within counties as tourist destinations.


Each participant contributes a unique perspective, experience and insight. The exchange of ideas is central to the learning experience and builds a solid and enduring business network.


Why Choose the program?


Gain a deep, holistic understanding of the tourism destination value chain while exchanging ideas and experiences and experimenting with new concepts. You will challenge others and be challenged in turn and build deep bonds and ties with your peers and faculty. SDMP for Tourism Directors empowers you to lead with vision, identify opportunities and build a culture of innovation, sustainability and collaboration to drive your destination – and your career – to new levels of success.

Active Learning

At the Strathmore School of Tourism & Hospitality, we believe that learning should be experiential. Through workshops, simulations, role plays and projects, you will practice concepts and develop competencies that can be implemented immediately.


Case Method

The case method presents you with real-life business challenges to analyze. You work as a team to develop a practical framework for effective decision making. Destination-specific case studies spark discussions that will broaden your perspectives and expand your understanding of key business areas.


Field Visits

SDMP offers our participants an opportunity to apply program learning through field visits to tourist sites within a selected county. A trip to the Kenyan coast to experience the unique business, cultural and entrepreneurial economy and its impact on the local community.

For whom?


The program will benefit: professionals working on tourism-related projects including staff from donor and government agencies, NGOs, consulting firms, businesses, and related entities including:

  • CEC Tourism

  • County Directors of Tourism

  • County Directors of Physical/Urban Planners

  • County Directors of Culture/Heritage

  • County Directors of Environment

  • County Chief Officers

  • Tourism ministries and government agencies

  • Destination Management officers/companies

Program delivery

The program will be executed in two modules. The Program is jointly conducted by experts from Strathmore University, adjunct faculty, with cooperation from industry experts and practitioners.


Module One: Assessing the Competitive Position

A three (3) day class program that will involve rich discussions, case studies, practical sessions and interactions with well-chosen faculty and industry practitioners:

  • Strategic Issues in Destination Management
  • Sustainable Tourism Development
  • Destination Marketing & Positioning Strategies
  • Destination Management perspectives
  • Business models for destinations.

Module two: Coopetition within Tourism Destinations

A three (3) day program that will involve case studies, a guided field trip to selected tourist sites with well-chosen faculty and experts. Completion of both modules is mandatory for certification. This three-day course provides detailed, applied perspectives on destination branding and visitor experience management:

  • Communication and Product development
  • Destination Advocacy and Community Relations
  • Alliances & Destination Management
  • Visitor and Resident Experience
  • Optimizing technology in tourism.



Benefits to the participant(s) and the sponsoring organization:

  • Acquiring knowledge about current approaches in the management of tourism destinations and sustainable product development;
  • Sharing experiences, new ideas and strategies with colleagues from other regions and building professional networks;
  • Enhancing your leadership skills within their tourism destinations as well as inspire other people in the destination;
  • Evaluate the new paradigms in managing and marketing tourism destinations
  • Developing a personal development project under the guidance of the resource expert team.
  • Appraise the role technology plays in destination management and marketing.
  • Getting more personal professional respect and industry recognition;





Module One: 5th - 7th February 2019 - Strathmore University
Module Two   27th - 29th March 2019 - Mombasa County



Participants who successfully complete both modules will receive a Strathmore University Certificate. 75% attendance is mandatory.


Cancellation Policy

A 50% refund will be made for cancellations received in writing one month before the commencement of the programme. No refunds thereafter.



Your investment


Your investment in this program is:

KSH 165,000 (USD 1,650) + your time


This covers:

  • Tuition fees for both module one and two
  • Meals during module one at the Strathmore University
  • Excursions and visits to a model tourist site in Mombasa
  • Transport from Mombasa to the model touristic site.
  • Certification
  • Learning materials and case studies
  • Lunch during module two in Mombasa


The cost does not include:

  • Transport of participants to Mombasa and back
  • Accommodation costs during module two in Mombasa
  • Accommodation During Module one in Nairobi
  • Meals during module two in Mombasa (Breakfast and Dinner)
  • Per diems and allowances


 Price incentive Structure


Please express your interest and we will send you a price incentive structure. 


Registration Form (Expression of Interest)


In case you are interested in attending this course, kindly submit your details through the form below: Choose executive Education SDMP





Potential participants can write to;


The Executive training manager

Peter Kibe


Email one:  OR 0739 149 151


Contact Details

Madaraka Estate
Ole Sangale Road, PO Box 59857,
00200 City Square
Nairobi, Kenya
Tel: 0703-034000, 0703-034200