Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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It is important to engage with stakeholder on an on-going basis through meetings as well as other
forms of communication.
Guam Visitors Bureau have 11 subcommittees that include both staff and
stakeholders that meet monthly. Through the meetings the DMO updates the
stakeholders on what it is doing and receives feedback from the stakeholders, which
has resulted in a high level of engagement from the stakeholders which drives the
DMOs success.
DMOs should share tourismmarket intelligence with stakeholders.
Travel Oregon shares data about tourism source markets, average length of visit,
reason for visit, average spend, source of information on Oregon, and what tourists
post on social media. In addition, Travel Oregon created a collaborative platform to
share tourism related data. The objective of the Oregon Tourism Information System
is to streamline content management and communication and unify the efforts of the
industry. The DMO plans to conduct training to stakeholders to increase awareness of the
platform and to encourage its use.
The DMO should provide training to staff at attractions and lower-end hotels and restaurants to
ensure visitors receive quality service.
NYC & Company, the official DMO for New York City, educates tourism businesses on
tourism marketing related topics. In 2015, it launched its Tourism Ready initiative,
which is a series of five seminars that help small businesses position themselves
within the travel industry. Topics included cross promotion, the packaging of goods
and services, and how to better engage tourism trade such as tour operators and
marketers to increase visitation and spending.
Travel Oregon developed a front-line staff training program as a response to industry requests.
The Guest Service Gold program was developed in partnership with the Oregon Restaurant &
Lodging Association Education Foundation.
The Guam Visitors Bureau does a lot of social media training as well as training around
TripAdvisor for the industry. They are also preparing a Visitor Industry Professional program
which is a series of two-minute videos that provide tourism professionals or people who want to
get into tourismwith bite-sized information on customer service, culture, and language skills.430
Public tourism institutions (attractions, recreation facilities, transport services)
Government bodies
Government bodies control regulation and oversee infrastructure development in a destination. It
is important for DMOs to get a seat on the table when it comes to city planning so that their needs
are considered.
430 Interview with President and CEO, Guam Visitors Bureau