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Sustainable Destination Management

Strategies in the OIC Member Countries

151

Area

Lessons Learned

Corridor Marketing

In terms of branding, there is a need to correctly brand and

position the corridor with the creative use of tools such as

storytelling.

In terms of promotion, Egypt didn’t capitalize on the Pope’s visit to

the sites and his recognition of their importance.

Funding Sources

In terms of funding sources, the fund-raising process requires

more than local funding sources. Authorities can take a fund or aids

from international organizations.

Governance

and

Management

In terms of governance structure: Due to the large number of

organizations involved in the management of the corridor and

sites on the corridor, it is challenging to craft an efficient and

targeted strategy. It is recommended to use a single organization

to manage the promotion of the corridor and coordinate between

stakeholders.

In terms of funding, there is a need to diversify funding beyond

internal funding sources, with the possibility of approaching

international development organizations to develop sites on the

corridor or for capacity building.

Marketing

In terms of marketing, there is a need for joint marketing efforts

and planning between Egypt and Jordan.

Future Development

Adding a Heritage and Education Tourism Unit to promote

heritage on the sites is recommended. Also, future development

could be divided into stages, starting with the urgent stage, which

includes the most important sites.