MVA: Beefing up marketing in Big 3 is priority

The year is not over yet but the Marianas Visitors Authority is already calling it a banner year for Marianas tourism and is looking at the next year to solidify its hold on what it calls the Big 3—the source markets of South Korea, China, and Japan.

During last Thursday’s MVA general membership meeting at the Royal Taga Hall of Saipan World Resort, MVA managing director Chris Concepcion said, “We are very satisfied with how our marketing plans have played from the Big 3 in 2017.”

The CNMI’s tourism sector grew 30 percent this year compared to last year, “which is a tremendous accomplishment because it is the fourth highest year in Marianas tourism history,” he said.

Concepcion said that fiscal year 2017 was a banner year for the Marianas, with 653,150 total visitor arrivals.

“I think a little more growth like 5 to 10 percent is stable and sustainable,” he added.

According to Concepcion, different marketing tools are being maximized to capture more travelers from Korea, China, and Japan.

“Each market is different, each market has its own do’s and don’ts, positives, and negatives. So here at MVA headquarters, our guidance and direction to our marketing arm in the three source countries is always there.

“We are rolling out marketing plans for [fiscal year] 2018. We are going to continue on rebranding in Japan to boost the Japanese numbers who come to the Marianas, the China market is still a growing market and the potential there is massive. The Korean market has been our consistent visitors mostly throughout the year and marketing efforts definitely play an important part in that,” said Concepcion.

MVA board chair Gloria Cavanagh said the efforts done externally to promote the Marianas will continue to flourish, but also emphasized that partnership with the Legislature is invaluable.

“We have developed greater communication with the Legislature over the decade. One great example is MVA’s commencement of the Tour Guide Certification Program last month. This was made possible when the Legislature enacted Public Law 18-58 and lately improved it by revising provisions for enforcement.”

“As a result, over 200 tour guides and 42 tour operators have already signed up for the program. Our first batch of official Marianas guides just took their final exams last Friday (Nov. 3). Currently, there are additional 75 enrollees in 20 hours of training at Northern Marianas College and 100 more waiting on the list. This step ensures our visitors have a safe, informative, and enjoyable visit in the Marianas,” she added.

Whatever MVA has done in terms of marketing the Marianas in 2017, MVA hopes to double in 2018.

“We have a strong marketing arm that extends the MVA’s mission and vision on how we want the world to see the Marianas. We will continue to saturate every opportunity so it will translate to more visitors to the Marianas,” Concepcion said.