Case M14: Ministry of Tourism – A Promotion Campaign Isn’t an Enterprise Architecture 💲

Tourists Were Attracted. But the Tourism System Was Never Designed.

Part of the “One Government, One Anatomy” Review

This case is one of 30 ministries analyzed in ICMG’s structural diagnostic across Middle Eastern governments.

From Saudi Arabia’s Ministry of Tourism, to the UAE’s Department of Culture and Tourism – Abu Dhabi and Dubai’s Department of Economy and Tourism, to Oman’s Ministry of Heritage and Tourism and Qatar’s National Tourism Council — every country has declared big wins in tourism modernization.

But across all cases, one issue was consistent:

Marketing was elevated. But tourism was never architected as a system.

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