Destination Development and
Institutionalization Strategies
In the OIC Member Countries
121
facilities, such as skiing resorts. The main USPs the destination focuses on are outdoor adventure activities
that are offered throughout its scenic landscapes. These include hiking, kayaking, biking, surfing and other
outdoor activities. Its Seven Wonders marketing campaign focuses on what the DMO calls the seven natural
wonders of the state.
TheGreat LakesBay region inMichigan is comprisedof six small cities and agricultural regions. It is renowned
for its outdoor activities,mainly in the summer,which includehiking, and biking, aswell as sailing, and fishing,
since the region lies along the coast of the Saginaw Bay, which is part of Lake Huron. It is also known for
festivals and events such as boating, film, music, and culinary events. There are over 25 major events
throughout the year.367
Figure 39: Destination Life Cycle
Source: DinarStandard Analysis
Product Life Cycle
Oregon is in the consolidation stage of its life cycle. Tourist growth has stabilized and so has investment in
tourism. (Refer to the definitions of each of the stages in section 1.1 of this study).
Great Lakes Bay, on the other hand, is in the development stage of its life cycle. It is continuing to grow as a
destination and is still focusing on attracing more visitors and additional investment.
Major Markets
The majormarkets visiting Oregon are local US travelers that live in neighboring US states, namely California,
Washingtonand Idaho, and secondarilyvisitors fromNewYork. Outsideof theUS, Canada is the largestmarket
for Oregon, with 1.5 million visitors each year. Oregon’s top five overseas visitors are from China, Japan, the
UK, Germany, andAustralia. Thechart belowshowsa breakdownof international sourcemarketsby region. 368
367 O'Deay, J. W. (2017, January 31). #GoGreat Like A Local: For The Festival-goers [Web log post]. Retrieved from
368 Oregon Tourism Commission (2017). Activating Explorers - Annual Report FY 2016-2017 .
Discovery /
Exploration
Involvement Consolidation Development Stagnation
Oregon
Great Lakes Bay