Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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activities that the local community can also enjoy. Communicate the positive impacts through
press releases, social media, e-newsletters, workshops and meetings with community leaders.
The Guam Visitors Bureau have partnerships with local media to cover their activities. They also
run a television commercial campaign called “Tourism Works”, which features different people
from the community talking about how tourism benefits them.440
In addition, it is important for DMOs to manage overtourism as it negatively impacts the local
community by affecting traffic, noise levels, and crime rates. In some instances, overtourism may
lead to the de-population of certain neighborhoods or historical centers, which is the case in some
parts of Barcelona.441
Amsterdam Marketing, which is the DMO for Amsterdam and the marketing
organization for the city, does not do any active marketing anymore, instead they
focus on spreading visitors to avoid overcrowding in certain parts of the city. They are
trying to make the city bigger by focusing on the metropolitan areas around
Amsterdam and trying to get people outside of the historical center. The DMO
developed a marketing campaign that is funded by the city of Amsterdam as well as
the 32 cities and towns surrounding Amsterdam to get people to go to the beach villages, which
are about a half hour train ride away from Amsterdam. The city government of Amsterdam has
regulations in place such as preventing the building of additional hotels in the city center,
regulations on Airbnb, which limit renters to only rent their home for a maximum of 60 days
throughout a year, they also must register their accommodation with the government. They also
released a law limiting the number of tourist shops in the historic city center. Amsterdam
Marketing advises new destinations to think ahead to avoid overtourism, and to avoid
overdevelopment in the form of hotels and shops in the city center442
DMO Activities
The traditional role of DMOs has been to promote a destination and develop its branding.
However, it is crucial that DMOs are also involved in product development and in lobbying for the
industry. Below are the key roles DMOs should play:
Marketing - Promotion:
DMOs should be responsible for developing the branding of the destination and for promoting the
destination. In terms of branding, it is important for destinations to try to stand out by a few
things that are unique to it rather than trying to become a place that has everything for everyone,
because in the end they become similar to many destinations worldwide. In terms of promotion,
special focus should be given to digital marketing campaigns, including social media and
influencer campaigns. Traditional, above the line, advertising tools such as television advertising
and print ads, can still be used, but a larger share of the budget can be allocated to more cost
effective digital advertising, including YouTube ads, which can now replace television advertising.
Additionally, below the line tools such as trade show participation, public relations activities,
familiarization trips, are all important to implement. It is important that DMOs educate the
industry on the destinations branding and share marketing collateral to ensure the integrity of
the brand.
440 Interview with President and CEO, Guam Visitors Bureau
441 Interview with Director of Tourism, Barcelona Activa
442 Interview with CEO, Amsterdam Marketing