Destination Development and
Institutionalization Strategies
In the OIC Member Countries
129
 DMOs should provide value to the wider business community, and not just to companies involved in
tourism
 In case of insufficient funding, DMOs should lobby government officials to impose additional tourism
taxes to fund the DMO. The DMO should also seek to obtain additional funding from local tourism
businesses through membership fees, advertising fees, as well as through commissions from
reservations through the DMO website
 Incentivize travelers to visit attractions during less busy times as well as to visit less congested areas.
Promote shoulder season (which is the period between high and low seasons) travel
 Digital marketing strategies should include customizing content based on where a prospect is in his
or her purchase life cycle. Whereas visitor-generated content is being used by some DMOs