Destination Development and
Institutionalization Strategies
In the OIC Member Countries
64
3. The Role of DMOs
a. The role of DMOs in terms of destination development
As the entity responsible for destination development, the Ministry of Culture and Tourism has been actively
working on improving destination product offerings by getting the recognition of the UNESCO of its cultural
heritage sites and intangible cultural heritage. The Ministry also successfully lobbied for simplification of the
visa regime facilitating access to the destination.227
The Domestic Tourism Section of the Department of Tourism plays a significant role in product development
in terms of laying out the regional tourism development plans for various regions of the country. It has also
played a significant organizing role in creating new tourismproducts, such as Wine Route, Alexander Duma in
Azerbaijan, Shahdag Ski Resort and the establishment of Rural Tourism over the last five years.228
The Ministry of Culture and Tourismhas been working on creating a tourism and recreation zone in Northern
part of the country, with a specifically designed system for taxes, customs and other financial incentives for
investors.229
Within the framework of cooperation with the Tourism Ministry of Turkey, the Ministry of Culture and
Tourism have conducted for several years special training sessions for hotels and restaurants by Turkish
experts. The training consisted of one-month sessions every year held in summer in key tourist restaurants
and hotels/recreation zones both in Baku and other regions of Azerbaijan.230
b. The role of DMOs in terms of marketing
The Ministry of Culture and Tourism provides information booklets, brochures, flyers which are distributed
via hotels, information desks and tourism information centers. The Ministry provides printed information
brochures on each touristic region covering the main attractions, natural resources, major towns and/or
villages, arts & crafts. Also, the information on each region can be found at main tourismportal of the country,
also sponsored by the Ministry and National Tourism Promotion Bureau. Tourism Information Centers in
regions also supplied with these materials to help tourists to get information on key attractions of the
region.231
The Ministry of Culture and Tourism participates in international tourism fairs, and it features the booths of
various travel agencies and hotels from Azerbaijan in its wing at those fairs. The Ministry also sponsors
familiarization trips for foreign companies andMICE agencies in addition to organizing B2Bmeetings with the
local tourism industry. The marketing section of the Ministry of Tourism was responsible for Destination
Marketing for years. As of February 2017, the budget for marketing was allocated to the National Tourism
Promotion Bureau.232
227 Isubaliev, A. (2016, February 8). Tourism: New Realities. Echo. Retrieved fro
228 Interviews with former head of Planning and Analysis Section of the Department of Tourism, and former senior expert of Industry
Relations Section of the Department of Tourism.
229 Doing Business in Azerbaijan 2017 (Rep.). (2017). Baker McKenzie. Retrieved from
230 Interview with Azerbaijan Tourism Institute, Manager of Tourist Guides Training and Certification Program
231 Interview with PR and Media Department, National Tourism Promotion Bureau
232 Interview with PR and Media Department, National Tourism Promotion Bureau