Sustainable Destination Management
Strategies in the OIC Member Countries
55
by the Transromanica and the Danube Wine Route in 2016, The bloggers shared their
experience of these itineraries by chronicling their trips using photography and videography
as well as writing notes and articles.166
Collaborating with tour operators, from target markets as well as providers of inbound
services, is essential for the marketing of MDTCs. MDTC managers need to provide tour
operators with corridor information and marketing materials on a regular basis as well as offer
them familiarization trips and chances to participate in trade events related to the corridor. 167
The Council of Europe’s cultural routes have taken part in the “Chinese Virtual Tourism Fair,”
organized by the European Commission, to promote Chinese tourism in Europe. The “Chinese
Virtual Tourism Fair” is a 3D B2B platform that uses virtual reality technology to allow
interaction between visitors and exhibitors. Exhibitors display their content in their virtual
reality booths, which can be customized. Visitors can have access to various devices, from
computers and smartphones to VR glasses. Interaction is happening in real-time online through
the use of avatars whereby people meet each other, trade business cards, and have
conversations in virtual reality. 168
Events can be a useful tool to increase the appeal of MDTCs and attract tourists as well as
strengthen the link between the destinations along the corridor. In West Africa, the Festival of
Masks, celebrated across several West African countries, attracts tourists from around the
world. 169 In Europe, the Huguenot and Waldensian Trail organized the “Voices of Exiles,” which
combined live music and theater shows as well as hikes. The event had 900 participants for
four days. The Saint Martin of Tours Route organized an artistic event, including drawing and
competitions, for French and German children in commemoration of the Armistice of the First
World War and Saint Martin’s celebration.170
MDTCs are increasingly using websites for promotion, whether through the creation of their
own content or managing user-generated content. The Amber Road, based on the ancient trade
route for the transfer of amber from the North Sea and the Baltic Sea to the Mediterranean Sea,
has a website for the promotion of the corridor showcasing the attractions, services, and
products associated with the route.171 The European Institute of Cultural Routes has created a
website “Crossing Routes – Blogging Europe” that highlights the experiences of travel bloggers
in certified cultural routes countries. The website ) includes
multimedia contents developed by the bloggers who participated in fam trips. 172
The Greater Mekong Subregion TC presents a strong example of using interactive tools for
marketing and promoting the corridor. The GMS corridor website
combines traditional promotional materials from newsletters and destination information
with interactive tools such as the “Mekong Moments.” The website contains an e-library with
documents available for free download, an event calendar, and a news feed with curated
166 Crossing Routes – Blogging Europe Website.
167 Federal Ministry for European and International Affairs.2013. European Cultural Routes: A Practical Guide.
168 EU-China Tourism Year website.
169 UNWTO (UNWTO) and European Travel Commission. 2017. Handbook on Marketing Transnational Tourism Themes and
Routes.
170 Council of Europe. 2018. Cultural Routes of the Council of Europe Programme: Activity Report.
171 UNWTO (2015), Affiliate Members Global Reports, Volume twelve – Cultural Routes and Itineraries, UNWTO, Madrid.
172 Website.