Destination Development and
Institutionalization Strategies
In the OIC Member Countries
70
Figure 23: Barcelona Turisme ConsortiumOrganizational Structure
Source: Barcelona Tourism
3. The Role of DMOs
a. The role of DMOs in terms of destination development
In Barcelona, the Turisme Consortium develops products which it makes available via its members, such as
the Barcelona Card, the Barcelona Touristic Bus, the Gothic Walking Tours, the Modernism Walking Tours,
and the Sagrada Familia Tours. Barcelona Activa plays a crucial role in managing tourism, since overtourism
has been one of the issue facing the city in the last decade; it engages with the community to achieve a
sustainable practice of the sector and integrate it as an intrinsic part of the city life.
In Granada, the Patronato Provincial de Turismo de Granada works to improve the quality of the destination
through helping establish new enterprises, enhancing the value of resources, providing tools such as
statistical information and studies to city councils and businesses. The Patronato Provincial de Turismo is
very active through the creation of workshops for tourism industry stakeholders aimed at identifying
resources and boosting their development, and the creation of tourist products. It has also worked on
reducing fees and providing subsidies for low-budget airlines to come to Granada airport.
b. The role of DMOs in terms of marketing
In Barcelona, the Turisme Consortium is responsible for promoting and marketing the city, which is carried
out through advertising in publications, digital marketing and trade marketing. However, since Barcelona has
been dealing with overtourism for some time, the DMO is at a stage where it is focusing more on managing
and improving services rather than growth, which essentially means that marketing and promotional
activities has taken a secondary position.
General Board
General Sub-direction,
Institutional, innovation
and Knowledge
Marketing and
Promotion
Convention Tourismand
PremiumOffering
Administration/HR,
Organization and
Product Development
Executive Committee
General Director