Destination Development and
Institutionalization Strategies
In the OIC Member Countries
164
Amsterdam Marketing works with the government of the city of Amsterdam, as well as
the 32 smaller cities around it.431
Universities
Universities help provide human resource talent needed for the tourism workforce as well as
providing research studies. DMOs should work closely with universities and advise them on the
skills needed in the workforce. They can facilitate internship opportunities within the industry,
which benefits the industry while training the future workforce.
Guam Visitors Bureau coordinates with the University of Guam and Guam Community
College on skills needed in the workforce.432
In Europe, the presence of universities is helping destinations take advantage of their
knowledge economy to promote a destination as a place for meetings and events.433
Professional associations
Working with professional associations such as hotel associations and travel agency associations
is key in reaching industry players, especially smaller companies, since those companies form the
membership base of these associations, and associations are usually able to rally their members
around issues that benefit the destination. Associations can also provide valuable industry
research.
Barcelona Activa established a tourism council that consists of six business
associations, including the Spanish Travel Agencies Association, the hotels association
as well as social and cultural entities and academic experts. The council meets
periodically in plenary sessions, where they discuss planned activities and exchange
suggestions. The DMO then considers the advice provided by the City Council.
Tourists
Tourists are ultimately the DMOs end customer. DMOs need to implement tools to listen to
tourists and find out their needs. These can be in the form of focus groups, surveys or social media
listening.
Guam Visitors Bureau conducts exist surveys with visitors leaving the territory.
In Cross River State in Nigeria, the state is on target to receive its targeted 1 million
visitors in 2017, mainly due to large number of domestic travelers coming to attend
popular festivals held at the destination, however, these visitors tend not to be repeat
visitors because the tourism facilities available in the state are not up to standard.434 Measures
should be taken to listen to tourist complaints, find out their top needs, and find a way to address
them.
431 Interview with CEO, Amsterdam Marketing
432 Interview with President and CEO, Guam Visitors Bureau
433 Interview with Vice President, Destinations International
434 Interview with Managing Director, Cross River Tourism Bureau