Concepcion: Focus always targets high-end market

Marianas Visitors Authority managing director Christopher Concepcion said their focus has always been to attract the high-end tourism market. “It’s what the people of the CNMI want. That’s what we need.”

He pointed out that not only do high-end tourists have the disposable income to spend, but they are usually more aware of the environment and the sensitivities of the environment here.

MVA China manager Flo Shi underscored this in her presentation at the recent MVA general membership meeting this month. The push to target high-end families was one of the marketing directions the MVA China office will take in fiscal year 2019, in addition to promoting strong awareness about the CNMI, increasing diversity, and increasing brand competitiveness.

That marketing strategy includes targeting more margin markets around cities with direct flights, broadening MVA’s reach across high potential tourist groups, and exploring the possibility of adding new flights.

When asked to talk more about targeting high-end families in China, Concepcion said the CNMI’s No. 1 attraction is its beautiful and natural environment and clean water and air. From the MVA’s point of view, he said, its tourism industry partners in the CNMI need to do their part to develop high-end facilities and high-end activities.

“If we advertise ourselves as a high-end destination, we want to make sure that tourists will have that, that we meet their expectations,” Concepcion said.

He pointed out that Kensington Hotel Saipan has probably the most high-end property in the CNMI right now.

It has a higher price compared to other hotels here and, for Concepcion, that is good because it is taking aim at the target market for the CNMI. He said tourists visit the Commonwealth because of its clean water and air, which are not found in some destinations in Asia.

The most popular activities for tourists when they come to the CNMI are driving, skydiving, and golf.

In fiscal year 2017, the Marianas received 229,389 visitors from China, an 11.1-percent increase over 2016. MVA said this marked the highest annual visitor arrivals from China in the history of the Marianas and comprised 35 percent of visitor arrivals.

Not only is the total number of visitors on the rise but, more importantly for the MVA, the quality of travelers and their spending habits are also improving.

MVA believes that with proper promotion targeting higher-spending, upper middle-class visitors, as well as more specific marketing promotional activities in China, this will continue to improve.