The Intellectual Capital (IC) certificate program caters to destination sales and services professionals at all career stages. This program provides participants with vital knowledge and practical skills to effectively utilize the community’s infrastructure and economic resources, human and social connections, as well as cultural and creative assets. These capabilities directly contribute to the success of incoming business events and the ongoing growth of the local community. The program empowers learners to establish their destination as a knowledge center, fostering collaboration, creativity, and success in the sales and services cycle.