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Destination Development and

Institutionalization Strategies

In the OIC Member Countries


Executive Summary

Study Objective and Methodology:

The objective of this study is to enable tourism stakeholders to

identify characteristics of potential destinations and destination development strategies, to present

destination governance structures and institutionalization strategies, to explore stakeholder

responsibilities with regards to destination development, to explore destination product development

processes and to provide policy recommendations for effective destination development strategies for the

OIC member countries.

The study combined primary and secondary research tools and sources to fulfill its objective. The

secondary sources used include previous market studies, trade and sector reports, academic articles and

research papers, government, international organizations and press publications. The primary research

tools comprised of in-depth interviews, online structured interviews and eight case studies.

Twenty-seven in-depth interviews were conducted in person and by telephone with respondents from

destination management organizations and other tourism stakeholders to provide insights into best

practices in areas of product development and destination management.

Furthermore, thirty one structured interviews were conducted online in December 2017 to get tourism

stakeholders’ feedback regarding destination management practices in their destinations, and eight

country case studies to provide insights into destination development and management strategies.

Report Key Findings

(1) DMOs play a critical role in implementing a country’s tourism strategy

Tourism plays an important economic role, directly adding $2.3 trillion to global GDP in 2016, and

indirectly contributing a further $7.6 trillion in GDP to the global economy, and account for 109 million

jobs, according to the World Travel and Tourism Council Report on “Travel and Tourism: Global Economic

Impact and Issues 2017”. Most countries in the world have a ministry that is responsible for overseeing

the sector and its development.

However, in the 57 OIC-Member states, there is substantial potential to improve tourism and enhance

economic growth. This report has found that a destination, rather than national-level focus, has yielded

benefits for many countries. Destinations are by definition, specific geographic areas within their countries

and naturally vary substantially by the experience they offer, with six broad categories identified in this

report, and their respective stage of development, ranging from early identification through to more

advanced stages of consolidation, and possible decline/ rejuvenation.