Sustainable Destination Management
Strategies in the OIC Member Countries
180
Looking at an overview of human resources and the labor market indicates that Egypt is more
developed than Jordan (the graph does not include figures for Palestine and Jerusalem). This
indicates that Jordan would benefit from knowledge transfer from Egypt in this case.
Several factors have an impact on the human resources and labor market indicators. These
include primary education enrolment rate, secondary education enrolment rate, staff training,
treatment of customers, hiring and firing practices, ease of finding skilled employees, ease of
hiring foreign labor, pay and productivity, and female labor force participation. It has to be
assessed in detail, including which areas need improvement to achieve the best results.
It is recommended that a detailed capacity building plan is created both for local businesses to
increase their capacity in social media marketing, corridor products, and sustainable practices.
The activities can be conducted in collaboration with international development agencies, such
as the GIZ (Gesellschaft für Internationale Zusammenarbeit) from Germany, UNWTO, or the
World Bank.
Training to ensure that corridor branding will be followed, and businesses collaborate in joint
initiatives, will enhance the brand, build more engagement, and increase the exposure of the
corridor internationally. The training can be conducted by local universities, training centers,
or with international support.
Budgetary Responsibilities, Financing
The managing organization can handle budget and financing. Funding from development
organizations could be requested (these could include economic development organizations
from certain countries, such as Germany’s GIZ, Swisscontact, USAID, or international
organizations, such as the World Bank, the European Commission, or a Development Bank).
It is recommended that a multi-source funding plan is built to diversify funding to make it
sustainable in the long run. A similar structure to the Mekong Tourism Coordinating Office with
base funding from member organizations and separate funding on a project basis can be
applied. With technology, funding can be diversified and connected with the revenue generated
for businesses.
We would recommend creating a Holy Family business plan to publicize the budget and make
the private sector aware of any support they can gain through the corridor initiative. Such
business plans have been successfully launched, for example, for Banff-Lake Louise tourism in
Canada.
Tourism Corridors Marketing and Promotion
Branding of Corridor
It is recommended that the Holy Family Corridor branding is created and applied to all
activities and experiences related to the corridor. In line with this, a brand kit should be
distributed to stakeholders, and businesses should be enticed to apply the branding instead of
using their own branding creations. Promoting the corridor as a single brand can benefit all
stakeholders involved through increased exposure and a common messaging,