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Meet the Association

DEMA is the trade association for the international scuba diving industry. With more than 1,400 Member business members, DEMA's mission is bringing businesses together to grow the Diving Industry worldwide

Strategic Goals: 

  • Build a community among DEMA members with a culture and environment that will produce valued relationships.
  • Create worthwhile opportunities for DEMA members to share and exchange information and knowledge.
  • Provide learning opportunities that are responsive to DEMA member needs and relevant to the changing dynamics of the Diving Industry.
  • Be on the forefront of addressing the legislative and regulatory initiatives that affect the Recreational Diving Industry. 

Strategic Objectives: 

  • Engagement: To provide a community culture in the Diving Industry through personal interaction. 
  • Industry Practices: To model and foster an inclusive culture in the Diving Industry, sharing useful and successful practices originating from DEMA members and the Industry. 
  • Innovation: The process of creating and delivering new value for DEMA members. 
  • Education: Through a culture of engagement, provide relevant professional development along the continuum of careers and activities within the diving community. 
  • Resources: To serve as a resource for the Diving Industry including; 
    • Sharing useful and successful business and management practices
    • Research
    • Appropriate Standards 
    • Creating opportunities for the DEMA community to advance personally and professionally through collaboration

Tactical Goals:

  • Produce an annual trade event for the industry which serves the needs of its stakeholders and produces a successful financial outcome for the association
  • Engage in marketing programs which promote non-commercial diving of all kinds, create new customers, drive consumers into retail stores and resorts, and promote customer retention 
  • Dedicate resources to preventing potential legislation which could adversely affect the industry 
    Engage in marketing research programs which will:
  • Define the universe of divers
  • Determine the rate of erosion among existing divers
  • Determine the number of entry level scuba certifications which take place in the United States and Caribbean each year. 
  • Seek opportunities to obtain global data on diver certification and participation.
  • Provide retail operational data. 
  • Engage in activities which promote the health of aquatic resources while protecting diver access to those resources.

Take a look at DEMA's latest Annual Report to learn more about the Association's latest accomplishments.

For more information on DEMA and affiliated programs contact (800) 862-DIVE (3483) or (858) 616-6408 or A copy of DEMA's current Bylaws can be found here.

Stay updated by following “DEMAOrg” on Facebook and Twitter.


DEMA, The Diving Equipment & Marketing Association | US Toll Free: (800) 862-3483 | Ph: (858) 616-6408 | Fx: (858) 616-6495 |