Sustainable Destination Management
Strategies in the OIC Member Countries
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It is important to note that while the relative importance of the various stakeholders may vary,
collaboration with all groups is important for the success of MDTCs. While MDTC government
bodies can provide information on regulations and laws relevant to the development and
operation of the corridor, both government bodies and tourism businesses can contribute in
terms of technical expertise and financial support. Non-governmental organizations, especially
development agencies, contribute in terms of technical and financial support. Tour operators’
technical expertise and promotion skills are key to MDTC success. Social backing by local
communities is essential for the continued operation of MDTCs.117
Global tour operators can provide valuable information and assistance in the development,
branding, and promotion of MDTCs, as they have good knowledge of market segments that can
be targeted according to the themes of MDTCs. Coffee based tourism in South America provides
an example of the role tour operators can play in developing transnational itineraries, with tour
operators such South America Travel, providing itineraries in South American countries to visit
coffee museums dedicated to coffee history and coffee farms and producers to try local
coffees.118
International development agencies, such and UNWTO and UNESCO, have played an important
role in the development and promotion of tourism multi-destination corridors in several
regions. Their continued involvement in the development of MDTCs has highlighted the
importance of MDTCs as a vehicle for economic development. 119 Local non-governmental
organizations can also play an important role in promoting MDTCs as well as the preservation
of their assets. As an example, environmental NGOs can support ecotourism and the protection
of wildlife.120
Universities and their associated research centers provide valuable information as well as
educational material and training necessary for MDTC effective management. In Europe, the
research centers of France’s Pantheón Sorbonne University and Spain’s University of Barcelona
collaborate with the Cultural Routes of the Council of Europe to develop innovative training
material.121
Professional associations can also play an important role in supporting MDTCs and promoting
their themes. As an example, cycling clubs and federations can help promote and support
cycling trails associated with natural MDTCs. In Europe, the Chocolate Way, celebrating the
cultural heritage of chocolate, has the support of chocolate producers as well as retailers,
academics and museums. 122 In the case of the routes of the Olive Tree TC, European and Arab
Chambers of Commerce of TC countries came together to sign cooperation protocols to
facilitate the development of Routes of the Olive Tree TC.123
Governmental entities, including MDTC member countries’ tourism bodies, national, regional,
and local authorities, are typically involved in the development of the TC, its management, and
117 UNWTO (2015), Affiliate Members Global Reports, Volume twelve – Cultural Routes and Itineraries, UNWTO, Madrid.
118 UNWTO and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and Routes.
119 UNWTO (2015), Affiliate Members Global Reports, Volume twelve – Cultural Routes and Itineraries, UNWTO, Madrid.
120 UNWTO (UNWTO) and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and
Routes.
121 UNWTO (2015), Affiliate Members Global Reports, Volume twelve – Cultural Routes and Itineraries, UNWTO, Madrid.
122 UNWTO (UNWTO) and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and
Routes.
123 Interview with The Routes of the Olive Tree.