Destination Development and
Institutionalization Strategies
In the OIC Member Countries
148
6.2 Destination Product Development
The Member Countries with low natural and cultural resources should focus on developing activities –
such as events, festivals, experiential activities etc. - and countries with high natural and cultural
resources should focus on implementing measures to protect resources and develop activities around
these resources.
In this section, specific recommendations
are provided for product development
based on the destination’s stage in the
tourism life cycle, its available resources,
and with a consideration to its tourism
budget. The steps that should be followed in
developing new products are then provided, followed by how DMOs can encourage investment.
The recommendations in the tables below are based on each country’s available resources, where they are in
their destination life cycle, with consideration to their tourism budget.
Table 31: Recommendations for Countries in the Discovery/Exploration – Involvement Phases (New
Destination)
Type of
Resource
Recommendation
Natural
and
cultural
resources
LOW:
Since these resources are beyond the control of destination managers as it is difficult to
develop new natural and cultural resources, focus should be placed on developing activities
since these are within the control of destination managers.
Also, when a country is low in cultural natural resources, it is important to focus on the living
culture and the lifestyle of the local community - why do locals live where they live and why.
Destinationmanagers should position their destination as a lifestyle destinationwith a special
focus for example on gastronomy, spa, the event calendar, modern design etc..
HIGH:
 Improve facilities and available amenities at heritage and natural sites
 Implement measures to protect the resources. Although resource degradation is not at the
forefront of concerns for new destinations, it is important to start implementing measures
early as degradation happens gradually and starts at a low level of impact, but increases
dramatically in the more developed stages of the life cycle.
EXAMPLES: Azerbaijan, Nigeria
Activities
LOW:
Activities are within the control of destination managers. Countries with natural and cultural
resources should develop activities around those resource, which can be in the formof events
or festivals or experiential activities. Entertainment events can include live shows.
Countries that have low natural and cultural resources should especially focus on developing
activities and events.
Segmentation of
Tourism
Destinations
Destination
Product
Development
Developing DMO
Excellence
International
Cooperation
Policy Recommendations forOICMemberStates
Section6.1 Section6.2 Section6.3 Section6.4