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Sustainable Destination Management

Strategies in the OIC Member Countries


provided through corridor countries’ NTOs with some contributions from local tourism



The best practices examples show concerted efforts at diversifying funding and at establishing

various funding streams to ensure the sustainability of management and marketing efforts for

MDTCs. Regional sources, namely through different EU instruments, have helped fund many of

the activities of European cultural routes, however, access to these sources have proven

difficult in some instances for certain corridor partners. Cooperation with the private sector in

funding various activities seems to be a promising revenue stream for managing and marketing

corridors, which can be used even in the case of small destinations, as evident from the

Destination Napoleon TC.


Tourism Corridors Marketing – Global Best Practices

Among the major tourism trends witnessed in the last decade is the rise of “experiential

tourism” with its focus on experience rather than assets and attractions which entails that

MDTCs need to differentiate and position themselves by offering unique and customized

experiences, in other words, have a unique selling proposition. MDTCs can provide added value

to tourists by combining experiences and attractions by providing ways to interact with local

communities and to experience and get an idea of the local lifestyle. Natural MDTCs can

customize tourist experiences by engaging them in environmental activities on their visits to

the various natural sites, while cultural MDTCs can provide opportunities for interaction with

local communities through planned activities and events.


Figure 16: Tourism Corridor Marketing Best Practices

Best Practices in Branding

Successful branding is built on the conceptualization of brand values or in other terms, the

brand’s unique selling proposition that differentiates it from other brands. Creating and

focusing on a unique selling proposition, especially in terms of customized experiences, can

help MDTCs differentiate and position themselves. MDTC themes can be used as a framework

for positioning and differentiating corridors. An example of this is the use of a historical theme

to frame the experience as “a journey back in time” related to the distinct theme of the corridor.

The clearer and more developed the theme, based on the research undertaken in the theme

formulation stage,


the more it can be used to differentiate the TC and the easier it is for the


Please refer to the Danube case study for references and more details.


UNWTO (UNWTO) and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and



Please refer to the theme formulation part in the planning and establishment of MDTCs section.