Market Orientation (OPM) is an important concept that has been consolidated and disseminated within organizations since the 90's. However, even in the 21st century, its implementation is not always carried out, as some difficulties are encountered, and this is still a theme worthy of studies. To this end, the objective of this work is to identify practices of Strategic People Management (SPM) that contribute to the reduction of barriers to the implementation of Market Orientation. To this end, a qualitative research of multicase study was conducted, focusing on the concessionaires of the Iguaçu National Park, a public-private management model and one of the most relevant tourist destinations for Brazilian tourism. The results of the research indicate that the greatest organizational commitment and unity of effort to implement OPM in the companies investigated stemmed from continued investments in GEP practices, based on a work philosophy or the theoretical and practical enunciation of the company's mission. Thus, it is possible to state that, as demonstrated in the cases analyzed, investments in practices of GEP mitigate the internal barriers of OPM implementation.