Destination Development and
Institutionalization Strategies
In the OIC Member Countries
41
3. Destination Development Product Development Strategies
According to UNWTO definitions, tourism products are ‘a combination of tangible and intangible elements,
such as natural, cultural and man-made resources, attractions, facilities, services and activities around a
specific center of interest which represents the core of the destination marketing mix and creates an
overall visitor experience including emotional aspects for the potential customers.’ 155
The responsibility for developing tourism products rest with destination management organizations who
are taskedwith developing strategies to utilize the existing supply of resources and develop tourismwithin
the destination to attract domestic and foreign visitors.156 Destination product portfolios include existing
resources, attractions, infrastructures, supra-structures, facilities, and services, as shown in summary in
Figure 10 below.
Figure 11: The Destination Product Development Process
(with each step explained further in the following table)
Source: DinarStandard Analysis
A tourism destination needs a strong product development process to effectively leverage the existing
resource and infrastructure supply of the destination.157 A destination’s product portfolio should be based
on existing attractions, resources, infrastructure, facilities and services needed to make the
development.158 The process of developing tourism products itself comprises five key steps, and reflects
the structure of the remainder of this section.
155 United Nation World Tourism Organization (UNWTO) 2007 and USAID Presentation (2015).
156 Masip, J. (2006). Tourism Product Development: A Way To Create Value. ESADE. Retrieved from
157 Aziri, B., & Nedelea, A. (2013) Business strategies in tourism, EcoForum Journal, 1(2), pp. 5-11.
158 Phillips, T. (n.d . )The Guide to Best Practice Destination Management. Australia Regional Tourism Network.
1 Identifying tourismresources
2 Assess and develop infrastructure
3 Assess and develop robust supporting environment across the value chain
4 Engage with community
5 Activation