Destination Development and
Institutionalization Strategies
In the OIC Member Countries
158
Source: DinarStandard analysis
Table 36: Recommendations for Countries in the Consolidation – Stagnation Phase (Developed)
DMO Characteristics Recommendation
Operating
Parameters
Legal Form  Public-Private
 Board (stakeholders, community representatives. It
is important to ensure a balanced representation of
the industry on the board to avoid focusing on the
interests of a few stakeholders.)
Geographic Scope National, regional and local
Governance
Models
(High centralization – Low
Centralization)
Some aspects of de-centralization may be considered, in
terms of stakeholders having some decision-making
power
Stakeholders Local tourism industry DMOs should coordinate collaborations among
stakeholders that benefit the destination. To achieve
that, they should create platforms that facilitate
engagement, such as stakeholder meetings and
seminars, a digital portal. They should also allocate staff
to manage stakeholder relations.
 Engage through meetings, surveys, social media, e-
newsletters, website
 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)
 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  Diversity funding sources. Try to receive a combination of
direct government funding, funding from tourism taxes,
and funding from local businesses
 As destinations become more developed, DMOs should
increasingly rely on self-funding. Examples of self-funding
include advertising revenue from both print as well as the
DMO’s website, membership revenue from fees charged to
companies, revenue from selling city passes online as well
as commission from ticket sales.