Destination Development and
Institutionalization Strategies
In the OIC Member Countries
175
special training sessions for hotels and restaurants by Turkish experts. Azerbaijani universities
have also partnered with Turkish universities to offer internship opportunities for its students.465
In terms of strategic alliances, destinations that offer complementary experiences can join efforts
and connect stakeholders. For example, European countries, through which the Alps mountain
ranges run, can offer a combined package in which they promote a skiing trip and includes
multiple destinations. Similarly, the OIC countries that offer mountain climbing or desert safari
trips, can similarly offer a combined package. Indonesia launched a Global Halal Travel Alliance
focused on ASEAN nations to increase intra-ASEAN tourism flow. 466
Additionally, DMOs can form strategic alliances with national airlines, sports federations, and
retail outlets, as in the case of shopping festivals. Examples of strategic alliances with airlines
include Tourism Malaysia forming an alliance with Etihad Airways to boost inbound tourism to
Malaysia by conducting joint marketing activities targeting Malaysia’s leading inbound
markets.467 Also, the Dubai Department of Tourism and Commerce Marketing formed a strategic
alliance with Emirates Airlines to promote the destination. They implemented joint advertising
campaigns such as “Hello Dubai” and joint familiarization tours for influencers and journalists.
They also jointly offered special promotions aimed at attracting tourists to Dubai, including
special airline ticket fares from certain destinations as well as complimentary products such as
visas, room nights, and theme park tickets. They also jointly developed “My Emirates Pass” which
offers discounts to tourists for various activities and attractions simply by using the airline’s
boarding pass at the different outlets. 468
465 Azerbaijan case study
466 Alim, E. (2017). Indonesia-led alliance of travel agents develops platform, app, to cross-sell halal packages. Salaam Gateway - Islamic
Lifestyle .
467 Malaysia partners with Etihad Airways for tourism initiative, Breaking Travel News, June 2015. Retrieved from
468 Interview with Executive Vice President and Chief Commercial Officer of Emirates Airlines.