Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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visitors in 2016 241, being the most visited monument in the country. Barcelona’s touristic offerings include
sea-related activities such sea tours, water sports, and fishing. The Barceloneta Beach242 was developed to
offer a range of services such as hotels and restaurants as well as a gymnastics area, beach volleyball, beach
tennis and table tennis. It has become one of the main attractions and busiest areas, especially in summer.
Granada is famous for having one of the most well-knownmonuments in Spain the Alhambra Palace. Tourism
has been an important part of this city, accounting for around a 12% of its PIB, since the beginning of the 90s.
Currently, around half of its over 1.8 million tourists come from overseas, and half are national visitors. 243
Granada features the jewel of the Moor heritage with the Alhambra Palace, comes second in annual visitors at
almost 2.5 million in 2015.244 This single monument generates a very important flow of tourists in the city.
The Albaicin, the old quarter, was declared as aWorld Heritage Site by the UNESCO in 1984, and is also one of
the main attractions. In 1996 Granada hosted the FIS Alpine World Ski Championships in its singular ski
station in Sierra Nevada, the southernmost station in Europe. This charming town, with excellent weather and
a friendly atmosphere, that makes it possible to ski in the morning and swim in the sea within the same day
has a lot to offer to visitors. Among its resources is an ample and economical gastronomic offer.
1. DMO Development
The central government and local authorities all have it at the top of their agendas to promote growth and
foster stability in the tourism industry. This is achieved by designing strategies to market the destinations,
develop optimum management practices and generate attractive products. The central government has a
proactive attitude towards generating higher revenues and better practices in tourism. This is proven by its
activity in promoting the Spain brand through Turespaña, which is the agency appointed by the Ministry of
Energy, Tourism and the Digital Agenda.
In Barcelona, DMO responsibilities are split between two organizations; Barcelona Activa, in collaboration
with the Barcelona City Council, oversees the management of tourism in the city while marketing and
interfacing with tourists are the responsibilities of the Barcelona Turisme Consortium. The Turisme de
Barcelona Consortium was established in 1993 by the Barcelona Municipal Council, the Barcelona Official
Chamber of Commerce, Industry and Shipping and the Barcelona Promotion Foundation.
In Granada, the Patronato Provincial de Turismo de Granada was established in 1981 as a board foundation
made up of trustees from the government and the private sector to market the destination and promote
growth of tourism in the province. However, some years later, laws were changed and this type of hybrid
organizations were no longer permitted, so it turned into a solely public administrative entity, but which still
functions in close collaboration with the private sector.
241 La Sagrada Familia bate su récord de visitantes con 4,5 millones [Web log post]. (2017, January 31). Retrieved from
242 BarcelonaTurisme Webiste. (n.d.). Barceloneta Beach. Retrieved from
243 Travelers by Origin: Granada 2003-2016 [Infographic]. (n.d.). Retrieved fro
244 La Alhambra Survey Data and Results of 2012. (2013). Retrieved fro