Sustainable Destination Management
Strategies in the OIC Member Countries
57
Area Lessons Learned Examples
TC Management
Organizational Structure:
Public-private partnerships, using suitable
organizational structures, provide the best
model for encouraging higher levels of TC
stakeholders’ collaboration.
Destination Napoleon TC has a board of
directors and an executive committee, in
addition to local steering committees. The
executive and local steering committees
determine the strategies and
implementation tools for the TC.
Enabling Legislation:
The provision of unified visas for TCs
and/or visa waivers can facilitate travel.
Europe’s Schengen visa allows seamless
travel across the continent, which facilitates
travel across European TCs.
Collaboration with Tourism
Stakeholders:
TC stakeholders, including public, private,
and non-governmental entities, need to
cooperate together to ensure the success
of the corridor and to add value to both
tourists and local communities along the
corridor.
Destination Napoleon TC local steering
committees include representatives from
various stakeholder groups, government
bodies, and tourism businesses as well as
educational institutions, cooperating to
develop and implement strategies.
Capacity Building:
Training and capacity building are
essential for ensuring quality service and
unifying standards across TC countries.
The involvement of educational
organizations can be instrumental in
providing tailoring and providing training.
The Heritage and Cultural Tourism Open
Resource project for innovative training
associated with the Cultural Routes of the
Council of Europe is supported several
European universities, including France’s
Pantheón Sorbonne University and Spain’s
University of Barcelona
Sustainability:
Cooperation between corridor countries
can be instrumental in this area, especially
in the case of shared assets.
The Netherlands, Germany, and Denmark
signed a “Joint Declaration on the
Protection of the Wadden Sea” in 1982.
Funding:
Funding remains the most challenging task
for TCs. Diversifying financing is essential
to TC sustainability.
Smaller towns that are part of Destination
Napoleon TC have faced budgetary
constraints by raising funds from tourism
professionals and local communities.
TC Marketing
Branding:
TCs need to use a unified logo and
branding messages to communicate their
unique selling propositions. Storytelling
and user-generated content have become
an essential component of branding.
The Greater Mekong Subregion TC “Mekong
Moments” platform has harnessed the
power of storytelling by aggregating,
curating and filtering social media posts by
tourists visiting the corridor and sharing
these posts on the platform in the form of a
searchable interactive map.
Promotion :
In the age of social media, TCs need to use
innovative marketing communications
tools to appeal to consumers.
The Greater Mekong Subregion TC uses
digital and interactive tools for marketing
and promotion. Its website combines
traditional promotional materials from
newsletters and destination information
with interactive tools such as the “Mekong
Moments” that includes user-generated
photos and videos.