Destination Development and
Institutionalization Strategies
In the OIC Member Countries
150
region. The stakeholders and local community are taking it on themselves to tell others about
the beauty of their region.412
HIGH:
In case of high levels of visitation from immigrants who come back to visit family and friends,
destinations can offer attractions at discounted rates if visiting with a local, with locals
entering attractions for free or at highly discounted rates. This will encourage the locals to
take their visitors to the attractions since they are at a low (or no cost) to them.
A country, that receives business travelers, such as Nigeria, where 90%of hotel stays in Lagos
are related to business trips413, can offer short tour packages so the rest of the industry (and
not just hotels, restaurants and convention centers) benefits from the visit. In the case of
Nigeria, capitalizing on business travelers, will encourage investors to further build tourism
facilities that will help attract leisure travelers.
EXAMPLES: Azerbaijan, Nigeria
Tourism
Super-
structure
LOW:
Superstructures such as accommodation facilities, transportation facilities and attractions are
elements that destination managers can control, however they require investments.
In a country like Nigeria where transportation facilities and attractions are low due to lack of
funding, it is recommended to focus on adventure travel and attract that segment of travelers
who are interested in going to new undiscovered places.
EXAMPLES: Azerbaijan, Nigeria
HIGH:
Countries with high superstructures should continue tomaintain them as well as address any
future needs.
Source: DinarStandard analysis
Table 32: Recommendations for Countries in the Development Phase (Growing Destination)
Type of
Resource
Recommendation
Natural and
cultural
resources
LOW:
Since these resources are beyond the control of destination managers, focus should be
placed on developing activities since these are within the control of destination managers.
Also, as mentioned in the Discovery/Exploration – Involvement Phases, 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. Destination
managers should position their destination as a lifestyle destinationwith a special focus for
example on gastronomy, spa, the event calendar, modern design etc.
EXAMPLES: Dubai
412 Interview with Founder and Director of Tourism Marketing Concepts
413 Interview with President/Founder, Nigeria Hotel and Tourism Investment Conference