Destination Development and
Institutionalization Strategies
In the OIC Member Countries
114
Figure 36: Cross River Tourism Bureau Organizational Chart
Source: Interview with Cross River Tourism Bureau
3. The Role of DMOs
a. The role of DMOs in terms of marketing
State governments in Nigeria have developed media platforms to promote tourism in their states through
social media interaction and TV programs 349.
Marketing is a core function of the Cross River Tourism Bureau’s, with the Bureau leveraging a number of
online and offline marketing strategies to raise awareness of the State and its key attractions. Its video
promotions, however, have been particularly effective, most notably, its Paradise in the Clouds program, a
TV documentary which highlights the beautiful attributes of Calabar, with a survey of 154 tourists in 2014,
finding that 21% of respondents were attracted to the State due to the documentary. 350
The Calabar Festival and Events are themselves a major attraction, well-known throughout the African
Continent, hence the focus on marketing is to raise awareness of the events and broader attractions in the
State to a broader, international audience.
b. The role of DMOs in terms of destination development
Product Development Strategies
The State has actively been involved in product development after assessing the important of tourism, and
following international awareness of the State’s Natural and Cultural endowments after hosting the 2000
Miss World Beauty pageant photo shoot.
349 Interview with team member, Golf and Resort Kaduna, October 2017
350 Ajake, A. O. (2015). American Journal of Tourism Management, 4(3), 61-76. Retrieved from
Governors Office
Operations
Department
Marketing
Department
Corporate Services
Department
Research and
PlanningDepartment
Executive
Department
Cross River Tourism
Bureau