Sustainable Destination Management
Strategies in the OIC Member Countries
181
Promotion of Corridor
A joint marketing plan for the Holy Corridor, in collaboration with the private sector, would
help to promote the corridor as a single brand and benefit from economies of scale. Marketing
activities can be created in a format to make it possible for the private sector to build their
promotional campaigns around them. Suggested marketing activities should include:
1. A Holy Family online portal
2. Print materials to be distributed at experiences on the corridor as well as at
international trade shows
3. Media connections to inform local and international audiences about activities and
initiatives and to tell engaging stories about people and experiences on the corridor
4. Storytelling activities (influencer and social media marketing)
5. Participation in international trade shows
6. Organization of familiarization trips
Joint initiatives should be established to promote the Holy Family Corridor. These can be
conducted by the central office or by working groups with stakeholders. The initiatives are
financed through a central budget or individually through public-private partnership
frameworks.
Product Development
It is recommended that products are created in collaboration with the private sector. This could
include thematic journeys for Christians that have an approved quality standard. Depending on
the existing infrastructure, this could, for example, be a driving program that allows FIT to
travel to the Holy Family attractions with a rental car or by motorbike or bicycle.
Thematic journeys could be developed, such as family-based, culinary, nature, or wellness, to
provide different target groups of travelers with a Holy Family Corridor experience.
In addition, new experiences that are adjacent to current sites can be developed, such as
botanical gardens, museums, cultural experiences, or leisure attractions.
Some additional sites might be able to achieve UNESCO World Heritage status through
successful management of the corridor and joint efforts from the countries involved.
The Turkic Silk Road
The Turkic Silk Road can be seen as a high-potential corridor, taking into account the emerging
tourism countries of Azerbaijan and Turkey, as well as the established tourism hub in Turkey.
In addition, the Silk Road has high brand recognition and is being developed by UNWTO. The
Turkic Silk Road would be a sub-corridor benefiting from the overall marketing while at the
same time building a very distinct brand through identifying with Turkic culture.