COMCEC Tourism Outlook-2019

Destination Marketing in the OIC Member Countries

The COMCEC Tourism Working Group in its 14th Meeting, will focus on multi-national tourism

corridors and provide recommendations on the identification, development, marketing and

management of multi-destination tourism corridors within member countries. Destinations

possess various tangible (e.g. nature) and intangible (e.g. culture) resources that attract tourists

to the region. And each destination has unique characteristics that offer different and

complimentary experiences to tourists. These complimentary touristic attractions and

resources might be located in various destinations across international borders. Various natural

(e.g. Niagara Falls) and cultural (e.g. Silk Road) tourist products located across multinational

regions require a holistic approach for effectively managing tourism products, marketing the

destination, creating shared brands, products and improving the visitor experience.

The role of meta management in destination success has already been acknowledged in the

literature. As dynamic systems, destinations require complex and sophisticated structures to be

managed and governed so that their development is sustained at a desirable level. The modern

tourism industry requires the establishment of well-organized Destination Management

Organizations (DMOs) at the local and regional level. Such structures would be utilized for

international tourismcorridors where a central management structure is required to coordinate

different stakeholders located at different countries. The organizational structure,

responsibilities (development, marketing and management), funding, stakeholder relationship

and coordination of these international destination management organizations need to be

explored in order to identify best practices.

COMCEC Tourism Working Group has already examined destination management and

marketing issues and sustainability of tourismdestinations. Yet, a specific focus on international

tourism corridors and intergovernmental destination management is needed to develop multi-

destination tourism corridors. Developing multi-national tourism destinations and

international thematic tourismcorridors will be tackled during the 14thMeeting of The COMCEC

TourismWorking Group. Particularly the challenges related to structures, product development,

marketing, coordination of external and internal stakeholders, mobility of services and people,

effective use of shared resources, dependency and sustainability issues can be better addressed

be overcome through a central DMO that coordinates individual stakeholders located in

different countries.

Managing visitor movement, visa processing, bundling attractions, managing borders and

entrances, transportation and marketing are particularly important decisions to be made

unilaterally. The general objective of destination management strategies is the development of

the destination in such a way that the current and future tourist experience is enhanced, the

stakeholders are satisfied and environment is preserved. Four main strategic management

objectives for destinations are; ensuring long-term prosperity of locals (1), maximizing visitor

satisfaction (2), maximizing profitability for entrepreneurs (3), and minimizing negative

tourism impacts by creating a balance between economic benefits and environmental costs (4)2.

The 14

Meeting of the COMCEC Tourism Working Group will be held with the theme of Destination Marketing Strategies

in the OIC Member Countries. Thus, the Tourism Outlook 2017 includes this section as an introductory section for the

meeting.

Buhalis, D. (2000). Marketing the competitive destination of the future.

Tourism Management

97-116.