Destination Development and
Institutionalization Strategies
In the OIC Member Countries
4
(3) Product development is a critical function of DMOs and is oftentimes the first step in
building an enduring tourism proposition
Effective product development comprises a five-step process, which when followed, enables DMOs to
deliver on their core KPIs. 2 The key steps can be summarized as follows:
 (1) Identifying tourism resources: Core tourism resources represent the main attraction to a
destination – broadly, natural, in the case of ski resorts; or cultural, in the case of event-based and
architectural attractions. Understanding the core assets is a necessary first step, and needs to
involve a preliminary assessment of a destinations tourism potential, backed by political will to
boost tourism. The core tourism resources have been identified in the model of destination
competitiveness and sustainability developed by Ritchie and Crouch (2012). Such is the case, for
instance, in Cross River State in Nigeria, where tourism became a priority after oil-rich territory
was ceded to a neighboring country, causing a loss in state revenues.
 (2) Assess and develop infrastructure: Infrastructure is critical to ensuring tourists are able to
visit – and include transportation methods, essential services for communication, comfort and a
safe environment - which increase a destination’s accessibility, livability, and attractiveness. In top
destinations such as Barcelona and Oregon, substantial infrastructure investment is evident, but
less so in developing destinations, such as Nigeria and Azerbaijan.
 (3) Assess and develop strong supporting environment across the value chain: Well-
developed destinations ensure a strong supply chain exists that benefits the local environment –
this includes strong activities, developed and marketed through partnering with tour companies,
ease of accessibility through lobbying (although not directly responsible) for flexible visa policies,
and a well-developed set of supporting hotels and restaurants.
 (4) Engage with the community: DMOs play a central role in ensuring the community supports
tourism and directly benefits, through enhanced employment opportunities, entrepreneurship
opportunities and support, and training to develop local tour guides and hospitality skills.
 (5) Activation: As a final, critical step, destination development involves facilitating investments
and encouraging supportive legislation, for instance, adjusting the opening hours of museums in
Barcelona to ensure traffic is managed.
2 Pike, S. (2008). Destination Marketing: an Integrated Marketing Communication Approach. London: Routledge.