Destination Development and
Institutionalization Strategies
In the OIC Member Countries
167
The tourism industry can also play an important role in supporting DMOs in promoting their
destinations. As mentioned earlier in the study, Emirate Airlines is instrumental in promoting
Dubai as a destination. it implemented joint marketing campaigns and familiarization tours with
Dubai’s Department of Tourism and Marketing. The airline also encouraged visitors to go to Dubai
by providing complimentary room nights and theme park tickets.
Marketing – Product Development:
Product development is an important role that DMOs need to play. This is usually best done in
collaboration with the industry, but should be overseen by the DMO to ensure they adhere to the
destination’s brand. Products can include facilities, events, transportation, and attractions. It’s
important for DMOs to provide direction in terms of the focus of the destination. For example, a
destination that decides to focus on wellness, should encourage stakeholders for example to build
a spa, a yoga studio, or enhance hiking trails, but not a go-kart track.
In terms of private stakeholders creating their own attractions, it is especially important for the
DMO to be involved to ensure that the overall brand of the destination is reflected.
The Guam Visitors Bureau uses about $5 million of their $13.5 million budget and
nearly half of their staff to make the destination more appealing. This includes
cleaning the most popular beaches to a higher “tourist standard” than the city was
doing. They did some beautification landscaping projects in popular areas, added bus
shelters after visitors complained about standing in the hot sun, and even helped pay
for a new museum. They believe that their best marketing is still word of mouth, and these
improvements have contributed to their popularity. 443
Even developed destinations need to continue developing new products because consumers are
accustomed to new products rolling out all the time as they are with new phones and cars and
rides at theme parks, they expect destinations to refresh themselves at a higher rate to give
people a reason to return, which means development is playing a larger role. 444
In developing new products, it is important to focus on keeping the destination unique, since
travelers go somewhere to experience something different that they do not have at home. Instead
of opening more franchises like McDonald’s, Starbucks, H&M, Hilton, Sheraton, etc., focus on
building local brands. Even consider banning franchises from the historic part of town.
To have a say in product development, DMOs need to make sure they are part of the conversation
when civic leaders are planning how the community is going to be development in the next 20
years. 445
DMOs need to provide incentives to the industry to develop products needed by the destination.
In the case of Cross River State in Nigeria, the problem is that it lacks good infrastructure, such as
roads to reach sites and attractions, issues with regular electricity and fresh water supplies. It
443 Interview with President and CEO, Guam Visitors Bureau
444 Interview with Doug Lansky, destinations consultant, travel writer, and keynote speaker
445 Interview with Vice President, Destinations International