Destination Development and
Institutionalization Strategies
In the OIC Member Countries
120
Figure 38: US Tourism Management Organizational Structure
Source: Brand USA website and DinarStandard Analysis
1. DMO Development
History
The Oregon TourismCommission, which does business as Travel Oregon, is one of the DMOs featured in this
study because of its success in destination product development as well as in engaging stakeholders. In the
1930s the state built a major highway called the Pacific Coast Scenic Byway that runs through vast stretches
of beaches. This 363-mile highwaymade it possible to reach the state parks, historic lighthouses, beaches and
harbor. In the 1970s, Oregon had a progressive governor who was interested in preserving public space for
people, as a result Oregon passed the Beach Bill which made the entire Oregon coast public. Early visitors to
Oregon were interested in climbing Mount Hood, as well as enjoying the diverse landscape and visiting the
beaches.
The other DMO featured in this case study is Go Great Lakes Bay, which is a regional DMO in the state of
Michigan. The state of Michigan has been a tourism destination for over 100 years, with the City of Detroit
forming the world’s first Convention and Visitors Bureau. Within the Great Lakes Bay region, which consists
of six destinations, themost establishedgeneral tourismdestination is Frankenmuth,Michigan. Frankenmuth
has played host to visitors since around 1900. The communities of Saginaw, Bay City and Midland followed
just shortly after the beginning of the 1900’s, with meetings and conventions playing the largest facets of
tourism growth.
Unique Selling Propositions (USPs)
Oregon is characterized by beautiful scenery, in the form of mountains, beaches, lakes, and forests, and well-
developed tourism infrastructure in the form of accommodation, transportation, roadways, and recreation
US TourismManagement Organizational Struct re
Brand USA
National Travel and
Tourism Office (NTTO)
(US Department of
Commerce)
Travel Oregon
Michigan Travel
Commission
Go Great Lakes Bay
Bay County
Convention & Visitors
Bureau (CVB)
Midland County CVB Saginaw County CVB
US Travel Association