Destination Development and
Institutionalization Strategies
In the OIC Member Countries
157
Strategic  Have a long-term plan in place to manage tourism
resources to avoid negative impact
 Monitor product and service quality (through
mystery shopping, visitor surveys, and focus group
discussions)
 Produce annual report to provide visibility on how
funding was allocated and to report on performance
against KPIs
 Prepare a crisis management plan
Funding  Diversify funding sources. Try to receive a
combination of direct government and funding,
funding from tourism taxes
Source: DinarStandard analysis
Table 35: Recommendations for Countries in the Development Phase (Growing Destination)
DMO Characteristics Recommendation
Operating
Parameters
Legal Form  Public-Private
 Board (stakeholders, community representatives)
Geographic Scope National, regional and local
Governance
Models
(High centralization –
Low Centralization)
Highly centralized model, with strong emphasis on making
sure interests of stakeholder are represented
Stakeholders Local tourism industry  Engage through meetings, surveys, social media, e-
newsletters, website
 Coordinate collaboration among stakeholders
 Create stakeholder committees
 Allocate staff to manage stakeholder relations
 Balance addressing the needs of different stakeholders,
and avoid favoring one group over the rest.
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
 Developed destinations should continue developing
products to rejuvenate their offerings
Operational  Support tourism industry, coordinate stakeholders,
manage visitor experience
Strategic  Control negative impact on tourism resources and manage
overcrowding