Destination Development and
Institutionalization Strategies
In the OIC Member Countries
156
6.3 Recommendations for Developing DMO Excellence
Local and regional DMOs should be established as public-private partnerships with a Board including
the relevant stakeholders and responsible for destination branding and promotion.
DMOs should coordinate stakeholders and monitor product and service quality as well as their
funding sources should be diversified, from both tourism taxes and self-funding.
Table 34: Recommendations for Countries in the Discovery/Exploration – Involvement Phases (New
Destination)
DMO Characteristics Recommendation
Operating
Parameters
Legal Form  Public-Private
 Board (stakeholders, community representatives.
Stakeholder and community representation on the
Board will realistically be low in new destinations).
Geographic Scope National, regional and local
In case of only NTOs being in place, efforts should be
made to establish regional and local DMOs
Governance
Models
(High centralization – Low
Centralization)
Highly centralized model
Stakeholders Local tourism industry New tourism destinations will typically have low
stakeholder engagement since the industry isn’t
develop yet. However, DMOs may focus on a few
pioneering stakeholders from across industry sectors
and engage with them as well as coordinate their
efforts
 Engage through meetings, surveys, social media, e-
newsletters, website
 Coordinate collaboration among stakeholders
 Create stakeholder committees
Public tourism institutions
(attractions, recreation
facilities, transport services)
Government bodies
Universities
Professional associations
Tourists
Local community
DMO
Activities
Marketing  Destination branding and promotion (digital
campaigns, social media, influencer, print, TV ads,
PR, fam trips)
 Oversee products developed by stakeholders to
ensure adherence to the destination’s brand
 Focus on keeping the destination unique
Operational  Support tourism industry, coordinate stakeholders,
manage visitor experience
Segmentation
of Tourism
Destinations
Destination
Product
Development
Developing
DMO
Excellence
International
Cooperation
Policy Recommendations for OIC Member States
Section 6.1 Section 6.2 Section 6.3 Section 6.4