Destination Development and
Institutionalization Strategies
In the OIC Member Countries
44
Natural attractions in destinations are formed by physical geographic features such as mountains, lakes,
rivers, canyons and other natural landscapes. 164 (Examples: Swiss Alps (Switzerland), Grand Canyon
(USA), Great Barrier Reef (Australia)), whereas the culture of a destination is the involvement of local
communities and government organizations in attracting and creating a hospitable environment for
visitors by developing a heritage filled with traditions and archaeological values.
Figure 14: Core Resources 165
Source: DinarStandard Analysis; Ritchie and Crouch (2012)
Identifying Tourism Potential
While destinations may have well-known credential, the tourism potential of a destination may not be
clearly understood. The clear, expressed determination to generate economic growth and jobs through
tourism is necessary pre-requisite before a destination determines its existing resources.
Two clear examples demonstrate how the link to tourism came out of economic necessity – in one case,
the town of Oakbridge in Oregon, U.S. and Cross River State in Nigeria. Oakbridge was a timber town which
has historically been conducive to mountain biking, but the tireless efforts of Oregon’s DMO helped raise
the profile of Oakbridge as a mountain biking destination in the US166. Efforts included setting up a tourism
committee and workshops to connect stakeholders around mountain biking, and facilitating investment
to improve the condition of bike trails. Cross River State developed its tourism credentials after shift in
state economic priorities to develop tourism after losing oil-rich territory to a neighboring country. 167
164 University of Illinois at Chicago Community Development website. Retrieved from
165 Developed based on information from the model of destination competitiveness/sustainability developed by Richie and Crouch.
166 Interview with Visit Oregon
167 Interview with Cross River Tourism Bureau
Tourism Resources
Natural Resources
Types
Resources
Tourism
Impact
Lifecycle Cultural Resources
Climate
Natural
Preserved Areas
Heritage Sites
Core Resources
Arts Traditions
Tangible Tangible Intangible
Physiography Culture History