Destination Development and
Institutionalization Strategies
In the OIC Member Countries
137
Table 25: Leading Non-OIC Developed Country Examples 398:
Country Barcelona Oregon South Tyrol
Core
resources
Predominantly cultural:
Barcelona has a rich
cultural and architectural
heritage which has been
well-established and makes
it a top tourist destination
in Europe
Predominantly natural: A sizable state
in the Northwest U.S., Oregon is split
into seven regions, with a strong focus
on enjoying the state’s natural scenery,
but with cultural and urban elements
in Portland, the State Capital.
The DMO has actively sought to extend
the state’s resources through helping
Oakridge, a struggling timber town,
reinvent itself as the mountain biking
capital of the Northwest.
Predominantly natural:
South Tyrol is a province in
Northern Italy. Although Italy
is known for its strong
cultural heritage, South
Tyrol’s mountains offer
sports activities including
mountain climbing and
hiking. South Tyrol also
attracts visitors for food and
wine tourism.
Supporting
resources
and
environment
Wholly strong: Building
atop of Barcelona’s core
resources, is a well-
established supporting
ecosystem – the city is
accessible through
standardized visa policy,
having its own airport, well-
developed physical
infrastructure, multiple
ways of moving around the
city and a broad range of
organized activities (57 of
which are well-
publicized)399 . The city also
has a strong diversity of
hotels and restaurants
catering to different price
points.
Wholly strong: Oregon is accessible via
domestic flights in the U.S., with five
airports in the state, as well as an
international airport, and a train
system that connects various parts of
the State. The State has a strong
supporting environment, with well-
developed lodging and restaurant
industries. 400
The State DMO has also played an
active role in obtaining funding to
develop supporting infrastructure for
new products, such as Oakridge, for
which a $400k federal grant helping
improve the conditions of trails for
biking.
Wholly strong: South Tyrol
has strong province level,
regional, and local DMOs in
place and the province
received over 30 million
tourists in 2016. DMOs in
South Tyrol have steering
committees formed by key
tourism industry
stakeholders including
accommodation
establishments and tourism
agencies. The province has
increased the number of 4
and 5 star hotels since 190
and has also improved
infrastructure to attract a
wider variety of tourists.
Marketing
effectiveness
Highly effective:
Barcelona’sDMOhas awell-
developed marketing
function that spans digital
and offline materials and
advertising. The DMO also
organizes 200 promotional
events each year targeting
different markets and
customer segments. 401
Highly effective: With an annual
marketing budget of $17 million,
Travel Oregon uses multiple channels,
including social media, to reach their
target audience, supported by sales
associates that travel to international
and domestic conferences. The
organization also conducts PR digitally
and through printed media and works
closely with tour operators.
Highly effective: With the
lodging tax in South Tyrol,
DMO activities are funded
and marketing of
promotional activities for
tourists and tour operators
have been effective by
attending tourism fairs and
creating specialized tourism
packages.
Source: DinarStandard Analysis
398 All components of table based on case study feedback unless otherwise mentioned
399 Things to Do in Barcelona. (n.d.). Retrieved from
400 Transportation - Getting Around Oregon by Bike, Rail, Car and Air. (2017). Retrieved from
trip/transportation/
401 Barcelona Activa. (2014). Barcelona's Tourism and Activity: Tourism Management. 1-45.