Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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In case of high level of visitation from immigrants who come back to visit family and friends,
DMOs 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 trips418, 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: Turkey
Tourism
Super-
structure
LOW:
It is highly unlikely that developed destinations have low superstructures.
HIGH:
Countries with high superstructures should continue to maintain them as well as address
any future needs.
EXAMPLES: Turkey
Source: DinarStandard analysis
Product Development Process
The process of developing new products involves the following:
 Engage with stakeholders including the local community, government officials, the tourism industry, and
visitors to determine the type of products that are needed. This can be in the form of surveys, focus group
discussions, and town hall meetings
 Conduct feasibility studies on the proposed products to determine costs involved, sources of funding and
potential revenue as well other intangible benefits
 Rally the community, politicians and the tourism industry around the proposed product to get their
support
 Collect the funding required for the destination, whether it’s through government funding, industry funds
or another source
 Build the product. Once it has been built, train the staff, promote the product through an integrated
marketing campaign.
 Conduct on-going assessments to determine the return-on-investments, gather stakeholder feedback
 Implement on-going improvements to the product based on feedback
418 Interview with President/Founder, Nigeria Hotel and Tourism Investment Conference