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Sustainable Destination Management

Strategies in the OIC Member Countries



OIC Tourism Corridor Marketing

With the rise of experiential tourism and the shifting focus from assets and attractions to

experiences, providing tourists with added value requires combining experiences and

attractions through offering ways to interact with local communities and to experience and get

an idea of the local lifestyle. In the case of the Umayyad Route, plans are underway in Jordan to

involve the local communities of Druze and Bedouins to enrich tourists’ experience through

taking part in desert “badiya” experiences from folklore, and traditional cuisine to local sports

such as camel and horse racing, which enrich the tourist’s experience.



Branding or the creation of a unified “corporate identity” is essential for increasing awareness

of MDTCs. As discussed in the global chapter, MDTC themes play an important role in

positioning and differentiating tourism corridors. The work done by UNWTO on developing the

Silk Road theme has created a strong base for the Silk Road TC as a distinctive brand. Research

indicates high levels of awareness of the Silk Road. According to the 2016 TripAdvisor

consumer survey, which had over 15 thousand respondents, the top ten countries people

associated with the Silk Road included three OIC countries, namely Turkey, Indonesia, and

Egypt. In the same study, 61% of respondents indicated their interest in visiting old Silk Road

cities while 58% cited interest in visiting UNESCO cultural heritage sites on the Silk Road.


Figure 26: Awareness of Silk Road Countries

Source: TripAdvisor (2017)

UNWTO has also sponsored several Silk Road documentaries to increase awareness of the

history of the road and put forward the narrative associated with the Silk Road on the global



Logos are also an important component of branding. In the case of the Silk Road,

UNWTO has created a logo of the program shown in the figure below. However, this logo was

not initially designed for promotional purposes and is not uniformly used by the tourism

industry in corridor countries. While some entities use the UNWTO logo, others have created


Taqniyat At-Turath (CulTech) and the Local Support Group. 2015.Strategic Local Action Plan for Jordan Umayyad Project:

A strategic ENPI-CBCMED Project.


TripAdvisor. 2016. TripAdvisor Travel Trends for the Silk Road 2016.


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