Sustainable Destination Management
Strategies in the OIC Member Countries
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An example for this is the Mekong Moments inspirational tourism portal by the Mekong
Tourism Coordinating Office, which promoted the Mekong Region as a single brand, while at
the same time allowing each country sub-portals, as well as promoting sub-corridors within
the region.
Promotion of Corridor
A joint marketing plan for the Turkic Silk Road, 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 Turkic Silk Road online portal integrated into a Silk Road Portal and the country
portals
2. Print materials to be distributed at experiences on the corridor as well as at
international trade shows
3. Storytelling initiatives (Influencer Marketing, Social Media Marketing)
4. Media relations to inform local and international audiences about activities and
initiatives and to tell engaging stories about people and experiences on the corridor
5. Participation in international trade shows
6. Organization of familiarization trips
Joint initiatives should be established to promote the Turkic Silk Road. 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
Increasing the number of UNESCO-inscribed cultural and historical heritage sites is
recommended. Joint efforts with an Islamic Silk Road might be possible in the future.
A Turkic Silk Road working group, consisting of stakeholders, can help to develop products to
jointly promote as well as for the private sector to sell. It has to be assessed if this activity
should be conducted by the administration office of the Turkic Silk Road, similarly to the
Danube Competence Center, or through public-private partnerships, similarly to the Greater
Mekong Subregion.
5.6. Recommendations for New or Extended OIC Corridors
After looking into existing tourism corridors between the OIC countries, this chapter suggests
other possible MDTCs to promote specific themes or regions of the OIC countries
collaboratively.