Survey: Saipan must ensure safety of tourists

The CNMI government must ensure that Saipan is a safe place for Japanese tourists, especially the women travelers, family group tours and senior citizens who visit the island, according to a survey conducted by a Tokyo-based marketing firm.

K.K. Creative Assist was hired by the Marianas Visitors Authority to determine the CNMI’s market share in Japan and evaluate the effectiveness of its Saipanda campaign.

In-depth interviews were conducted among six travel agents, two airline companies and three publishers to find out their views on how to effectively sell the CNMI in Japan.

Since Saipan is hoping to get more family group tours to visit the island, the respondents recommended that an increase in the number of nurseries with Japanese baby-sitters to make family tourists feel safe.

While the respondents believe that the “Saipanda character is not too bad,” they suggested that MVA should stop focusing on it on advertisements because it has not been very effective in attracting Japanese tourists.

Tokyo-based advertising firm Dentsu 10 created the Saipanda mascot, a character which resemble a panda bear with a rhinoceros horn nose, symbolizing the male Japanese traveler who is a repeat visitor and crazy about Saipan.

The budget for television commercial using the Saipanda character in promoting the CNMI should instead be used in making flyers/travel pamphlets and magazines.

Emphasizing the need for a 20-year tourism plan, any marketing campaign should be discussed with the industry people first before they are implemented, the respondents added. Advertisements should also be made for senior citizens and people with disabilities.

Instead of creating a television commercial, MVA should consider sponsoring a promotion in a television program as one way of selling the destination, the respondents said.

The respondents noted the importance of beautification campaign on Saipan since the major selling point of the island is its unspoiled natural environment. They added that beautification efforts on the island must focus on attracting female visitors such as putting up flower gardens along the roads to enhance the island’s image.

In order to protect the environment, a conservation management plan must be put in place that will deal with the garbage problem.

As Guam aims to become a “mini-Hawaii,” Saipan should have a different direction by maintaining its natural beauty and creating a long-term marketing plan.

Both Guam and Saipan need tremendous improvement in the quality of hospitality as the first destination to do so would attract the attention of Japanese travelers, the respondents said.

Optional tours organized by major travel agents on the island are very expensive thus, there must be an effort to reduce the price. The respondents said the cost of optional tours in Saipan is the same as in Hawaii and more expensive than Guam.

In an effort to expand its wedding market, the respondents added that there is a need for Saipan to create an independent wedding style, i.e. wedding on the beach. (Lindablue F. Romero)