Destination Development and
Institutionalization Strategies
In the OIC Member Countries
5
The Product Development Process
Source: DinarStandard Analysis
(4) The OIC countries vary in their maturity, but lessons can be inferred from benchmarking
four OIC and four non-OIC countries
The case studies for the OIC looked at four developing economies according to the UN Country
Classification, including OECD member Turkey, the UAE (Dubai), Nigeria (Cross River State) and
Azerbaijan. These were compared to destinations in developed non-OIC economies, namely the U.S., Spain,
Italy and Australia.
The following core lessons were learned from the case studies, and benchmarking the OIC countries to
best practices:
 The OIC case study countries overall had less devolved DMO organizations, with governments
playing a bigger role in decision-making and stakeholder engagement. Developed Non-OIC
countries had decentralized decision-making and tourism is managed at a local level which
empowers local cities, states and communities.
 Destination development was considered an important function, but was oftentimes subject to
political will and lacked sufficient, broad support, such as the case in Nigeria.
 There was substantial scope to improve stakeholder engagement, with a stronger focus needed on
more ongoing engagement and formal data collection, including surveys, to ensure alignment with
best practice KPI management.
The case studies conducted in the context of this study showed variation between the OIC and the non-OIC
case study countries in a number of areas. In terms of DMO legal forms, the OIC case study countries’ DMOs
were mainly governmental entities, while the non-OIC countries DMOs had more varied legal forms from
governmental, private and public-private partnerships. In terms of funding, the OIC case study countries,
with the exception of Turkey, such as CVBs, receive their funding solely from government sources, while
the non-OIC case study countries have developedmore diversified revenue streams includingmembership
Product
Development
Elements
Core Resources
Supporting
Resources
Supporting
Environment
Natural
resources
Cultural
resources
Infra-
structure
Activities Linkages Accessibility
Supra-
structure
Community
Support
Facilitating
resources
and services