DEMA UPDATE The 2025 Mid-Year Report by the Diving Equipment and Marketing Association (DEMA) emphasizes its role as the central catalyst for collab- oration within the diving industry. Amid evolving market dynamics and economic shifts, DEMA delivers value to its diverse membership - including retailers, dive operators, manufacturers, training agencies, media, and service providers. Its structure, spanning six membership classes, allows the organization to respond effectively to stakeholders across the diving ecosystem.
DEMA Association Mid-Year 2025 Update – by Tom Ingram, MBA, CAE, President & CEO, DEMA
would limit provisioning ecotourism (shark feeding), highlighting the economic and educational benefits of such activities. Supporting the FISHES Act, which streamlines dis- ▪ aster relief for fisheries and benefits dive businesses reliant on healthy marine ecosystems. Engaging with legislative measures like Lulu’s Law, ▪ addressing proposed alerts for shark attacks. DEMA has advocated for balanced policies that do not foster undue alarm or hamper dive tourism. Evaluating policies such as the Corporate Trans- ▪ parency Act and its impacts, ensuring that the needs of diving businesses are represented.
Strengthening Membership Engagement: DEMA has introduced and expanded its DEMA Rewards Pro- gram, an initiative that encourages active member partici- pation by granting points for attending meetings, exhibiting at DEMA Show, sponsoring events, serving on commit- tees, and making early membership renewals. These points can be redeemed for discounts, sponsorship opportunities, and more, making membership both rewarding and cost effective. The Importance of DEMA Show: The DEMA Show returns to Orlando in November 2025, reaffirming its role as the premier global gathering for the diving industry. In its role as one of the largest trade shows in North America, the event will host hundreds of exhibitors and attendees from across the globe. New elements like the New Product Showcase, First Time Exhibitors Center, and interactive education spaces are planned to foster connections and stimulate business growth. Committee priorities also focus on survey-informed improvements, including making the show more interactive and accessible to both exhibitors and attendees. Advocating for the Diving Industry: Through its Pub- lic Policy Committee, DEMA provides a voice for diving businesses in legislative and regulatory arenas. In 2025, its efforts focus on: Advocating for the DIVE BOAT Act to reduce rising ▪ insurance costs that have impacted dive operators across the U.S. Monitoring the Florida Keys National Marine Sanc- ▪ tuary Rules, especially proposed restrictions that
Sustainable Practices and Environmental Steward- ship: With the SS United States being prepared as the world’s largest artificial reef, DEMA has reiterated its long standing support for artificial reef projects that benefit both the marine environment and diving tourism. Similarly, it has advocated for rules that recognize the value of sus- tainable marine tourism, especially as a tool for conserva- tion and economic growth. Growing the Diving Market: Through its retail, man- ufacturing, and research committees, DEMA promotes: Stronger connections across the supply chain. ▪ New marketing and engagement opportunities ▪ within the industry. Education, collaboration, and resource sharing that ▪ benefit retailers, instructors, travel sellers, and resort operators. Research and relevant data to retailers about their ▪ local demographic markets. Conclusion: The 2025 DEMA Mid-Year Report show- cases an organization deeply committed to nurturing the diving industry. From facilitating connections at the DEMA Show to shaping legislative policies that affect businesses across the sector, DEMA aims to foster growth,
collaboration, and sustainability. Its ongoing efforts support retailers, travel professionals, manufacturers, and dive operators in a mar- ketplace that demands resilience, adaptability, and a focus on long term success.
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