100 Years of Advancing Destinations


Wednesday, August 14, 2013
Valencia Bembry joins Destination Marketing Association International (DMAI) as Director, Accreditation Programs.

Valencia joins DMAI with more than 20 years of leadership success in marketing communications and accreditation programs.  Most recently, Valencia was the Manager, Global Marketing & Business Development for the Human Resources Certification Institute (HRCI) in Alexandria, VA.  At HRCI, Valencia researched and managed in-country strategic relationships with global HR organizations to increase their certification awareness.  As a result, she enabled double digit growth in certification applications. 

"My passion for organizational excellence aligns perfectly with the vision of DMAI’s accreditation program."  Bembry said. "DMAI’s Accreditation Program (DMAP) reinforces  the level of quality and value that DMOs bring to their communities.  I look forward to working with the more than 172 Accredited DMOs who exemplify the very best in destination marketing, and expanding the awareness of this important program around the world."
During Bembry’s tenure at Intercontinental Hotels Group (IHG) she led the development and implementation of IHG’s franchisee recruitment and retention program that increased minority and women ownership within IHG’s family of brands.  She began her hospitality career at Choice Hotels, coordinating Choice Hotels franchise development efforts in the Caribbean and non-traditional markets resulting in an increase in Hispanic-Latino, African American and Women franchisees. 

She holds a BS Degree in Global Business & Public Policy and is currently pursuing a Master’s degree in International Marketing.  

"At DMAI we are committed to advancing the success of our industry and benchmarking best practice around the globe," said Michael Gehrisch, President & CEO. "Valencia’s experience and expertise will be instrumental as we continue to expand the already impressive significance of the DMAP brand worldwide."