Sustainable Destination Management
Strategies in the OIC Member Countries
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E. Management of tourism corridor including communication tools
Strategic Management of the corridor including visitor satisfaction
In terms of management, the MTCO serves as the secretariat of the GMS TWC. The office is
located at the Ministry of Tourism and Sport in Bangkok/Thailand (Department of Tourism)
and managed by an Executive Director, and an Operations Manager sometimes supported by
one or two interns and advisors. MTCO coordinates sub-regional tourism development
projects and sub-regional tourism knowledge management, assists the GMS countries to jointly
promote the Mekong as a single tourism destination,308 and supports the Program and Project
Implementation Agencies, which can be private or public organizations or frameworks, such as
Destination Mekong, which is a public-private partnership framework under which some
Mekong Tourism initiatives are executed.
These frameworks are specific to each initiative and manage the financing and operations of
programs. An example is the Mekong Moments initiative, which the Mekong Tourism
Coordinating Office launched in collaboration with companies from the private sector, NGOs,
as well as government agencies. The private sector took over the creation of the portal and the
management, whereas financing was arranged through a “Founding Partner” fee, for which
partners received online exposure in exchange. The governments support the Mekong
Moments initiative through joint marketing as well as the promotion of campaigns related to
it.
All stakeholders, including the MTCO, mainly follow two strategies:
1. The GMS Tourism Sector Strategy 2016–2025 reflects the subregion’s commitment to
promoting inclusive and sustainable tourism development. Led by the GMS TWC, the
strategy aims to strengthen human resources, improve infrastructure and service
quality, creatively market the GMS as a single destination, and ease travel
formalities. 309 The GMS Tourism Cooperation Strategic Framework is built on five
pillars, as shown in Figure 31.
2. The GMS Tourism Marketing Strategy and Action Plan 2015-2020 deliberately aligns
with GMS member countries’ shared objectives to develop thematic multi-country tour
programs and promote secondary destinations to help spread benefits more widely.
The focus on joint marketing of multi-country tours is also consistent with the ASEAN
Tourism Strategic Plan and ASEAN Tourism Marketing. 310 Another supportive
document is the Mekong River-based Tourism Product Development Report, 311
published by UNWTO.
308"Overview of the Greater Mekong Subregion (GMS)," Mekong Tourism, accessed August 14, 2019,
And interview with Executive Director of MTCO
309 Asian Development Bank, Greater Mekong Subregion. Twenty-Five Years of Partnership.
310 Mekong Tourism Coordinating Office, Experience Mekong: Greater Mekong Subregion Tourism Marketing Strategy and
Action Plan 2015–2020.
311 World Tourism Organization, Mekong River-Based Tourism Product Development.