Destination Development and
Institutionalization Strategies
In the OIC Member Countries
151
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 growing 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.
Activities
LOW:
Activities are within the control of destination managers. Countries with natural and
cultural resources should develop activities around those resources. Activities can be in the
form of events or festivals or experiential activities. Entertainment events can include live
shows.
In fact, creating events and entertainment attractions is the new focus of modern DMOs,
who are moving away from relying on inherited attractions to developing their own.
Countries that have low natural and cultural resources should especially focus on
developing activities and events.
Even countries with a high level of natural resources need to develop activities around
these resources. Azerbaijan for example is rich in natural resources, as it has both historic
monuments, as well as nature-related resources, however there are limited activities
involving the main tourist attractions. For example, there is a Burning Mountain
(Yanardaq) with fires emerging from the ground for thousands of years. It is a unique
natural attraction but there is not much for tourists who travel one hour from Baku to do
beyond admiring the phenomena and taking pictures.
Countries with a high tourism budget can develop mega events and entertainment
attractions.
HIGH:
Destinations with high levels of activities need to continue re-inventing themselves and
adding new activities to encourage repeat visitors. It is important to monitor and maintain
a high level of quality in both the product and services related to it, aswell as to track visitor
satisfaction and needs.
Examples: Dubai
Linkages
LOW:
Linkages involve immigrants returning to their home country to visit family and friends,
business trips as well as religious trips.
In case of low linkages, DMOs can encourage immigrants to visit their home country by
developing relevant tour packages for visitors and their families and promoting them
through Facebook and other social media. This will allow locals to reach out to their
immigrant family and friends to encourage them to visit.
Examples: Dubai