Saipan must have a ‘brand image’ • NMC economic study says agriculture can be a support industry for tourism

The CNMI must establish a “brand image” that would set it apart from other tourist destinations, according to a study by the Business Development Center of the Northern Marianas College.

Those involved in the tourism industry, according to the economic study, should monitor other tourist destinations such as Guam, Hawaii, Bali, and Australian Gold Coast, to figure out the unique identities that make each of these locations attractive to visitors.

The report recommended that the CNMI should seek data about what brand images are being sold by their competitors; what products and attractions they offer to visitors; and monitor the range of their pricing.

“Cost is a critical issue in markets that are becoming more price competitive,” the study said.

Although tourism is one of the CNMI’s major industries, some tour agents said they find it hard to sell the islands to travelers because the islands do not have much to offer other than the beaches, which other destinations also have.

The economic study, which was funded through the Department of Interior’s $200,000 grant, was conducted to serve as a guide for government’s policies and the investors’ strategies.

“The CNMI needs to initiate the planning process to determine the desires and aspirations of its people. It needs to adopt a vision for the future and establish measurable goals and objectives and focus on directing its resources to meet them,” according to the report’s executive summary.

The study, which was released last week, said the ailing tourism industry can be revitalized if the CNMI could offer new products, attractions and offers to target market segments.

The senior market, for example, is likely to be interested in the cultural aspect of the place. The Marianas Visitors Authority should consider introducing “adventure tours” to free and independent travelers

The economic report also recommended that agriculture be promoted as a support industry for tourism, as well as a means of lowering dependence on imports.

“Tests can be conducted with the visitor industry to determine the extent to which selected specialty products (such as melons, specialty bananas, papaya, pineapple, star fruit and mango) can be grown and successfully market to meet tourist tastes and quality control standards,” the report said.

“The reliability of supply to key buyers can be improved by creating local brokerage or wholesale distribution of local products,” it added.

It was also recommended that an incubator facility be installed on Rota to facilitate the post harvest processing and packaging for marketing to tourists and possibly for export.