Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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sourcemarketswho have a shorter bookingperiod, the DMO developed a mobile compass that provided real-
time trip ideas based on current weather and available activities.
Travel Oregon also developed a program called: Ready, Set, Gorge!”. This program encouraged locals and
visitors to: Go Early, Go Late, Go East, and Go By Bike. The program allows visitors to have a great experience
by directing them to avoid busy times or congested areas. It also ensures that the town of Gorge - to which it
directs visitors - is positively impacted economically by the visitors. In developing and implementing this
program, the DMO collaborated with the Oregon Department of Transportation, U.S. Forest Service, Friends
of the ColumbiaRiver Gorge, andOregonSolutions, a non-profit dedicated to developing sustainable solutions
to community-based problems.
c. The role of DMOs with regard to stakeholders
Travel Oregonstrives to develop the local economyand strengthenthe local tourismindustry byworkingwith
local communities, industry associations, government agencies and private businesses. The DMO conducts
informational sessions for the tourismindustry, that includeTravel Oregon101 sessions, andOregonTourism
Studios. In2016Travel Oregonconducteda statewidesurveyasking industrymembers for their local, regional
and statewide tourism priorities. After which it conducted 22 regional stakeholder meetings across the
state.381
Travel Oregon also provides training to the tourism industry. The DMO developed a front-line staff training
programas a response to industry requests. The Guest Service Gold programwas developed in partnership
with the Oregon Restaurant & Lodging Association Education Foundation.
Travel Oregon also shares tourism intelligence with stakeholders. They share data about tourism source
markets, average length of visit, reason for visit, average spend, source of information on Oregon, and what
tourists post on social media. In addition, Travel Oregon created a collaborative platform to share tourism
related data. The objective of the Oregon Tourism Information System is to streamline content
management and communication and unify the efforts of the industry. The DMO plans to conduct training
to stakeholders to increase awareness of the platform and to encourage its use. To keep industry partners
up to date, Travel Oregon produced newsletters focused on key tourism development areas such as
outdoor recreation, bicycle tourism and agritourism.
Go Great Lakes Bay is especiallyactive in engagingwith the local government. It identifiedelectedofficials and
representatives from organizations that complement their tourism efforts, such as local chambers of
commerce, and economic development corporations, and invited themto serve on theDMO’s board. The DMO
makes an effort to actively initiate communication with elected officials by sharing information directly with
elected officials and their staff, hosting community gatherings, providing presentations, and conducting
legislative familiarization tours that highlight the top issues to be addressed within the fiscal year.
By partnering with local organizations and government officials, Go Great Lakes Bay facilitated collaboration
among community stakeholders and government representatives, while solidifying its leadership role in the
community. By involvingdifferent stakeholders, it encouragedunconventional ideas and freshapproaches. Its
collaborationwithgovernmentofficialsand chambersof commercegave theDMOa voice regarding legislative
issues important to tourism.382
381 Oregon Tourism Commission (2017). Engaging Explorers - Annual Report FY 2016-2017.
382 Destinations International (2017). Destination NEXT Practice Handbook. 1-89.