Seven-day itinerary in the works for visitors

The Marianas Visitors Authority is developing a seven-day itinerary for visitors, in response to calls by Gov. Juan N. Babauta and an international travel group for the agency to focus more on quality of tourists it lures to the destination.

MVA managing director Vicky Benavente said Ruder Finn Asia, which represents MVA in China, has prepared an itinerary for Chinese tourists coming to the CNMI. But this includes only activities for an average four-day stay.

According to MVA director JM Guerrero, MVA should encourage tourists to stay longer and visit each island.

“We want to show what we have. Let’s give the tourists ideas on the many things they can do when they come to Saipan, Tinian, and Rota. Otherwise, we won’t get them to extend their stay,” Guerrero said.

Babauta in a letter to MVA chairman David Sablan credited the tourism board for the Northern Marianas’ increased visitor arrivals last year. He noted that while the CNMI is behind Palau and Guam in percentage increase, the Commonwealth was considerably ahead of Australia, New Zealand, Tahiti, and other destinations.

But Babauta also urged MVA to place less emphasis on the numbers.

“Of course, visitor arrival statistics don’t tell the whole story. Ultimately, at the Northern Marianas wants is a tourism economy that is less based on quantity and more based on quality. I know MVA is doing its best to attract the kind of visitors who spend more and stay longer. I encourage that approach,” the governor said.

Peter Semone, vice president of the Pacific Asia Travel Association, made a similar recommendation to MVA when he visited in December 2004.

“Don’t care too much about the numbers. Focus on how long your visitors stay in your destination and how much they are spending while they’re here,” Semone said.

An MVA report indicated that among the CNMI’s top three tourism markets, Korean visitors stay on island the longest. The average length of stay of Korean visitors is 3.66 nights, followed by Chinese tourists with 3.37 nights and Japanese tourists with 3.32 nights.

Results of a survey done for MVA by Market Research & Development, Inc. in 2003 showed that Japanese tourists spend a total average of $513 during their stay in the CNMI. The study also revealed that Japanese tourists spend the most for optional tours ($116) and souvenirs for self or companion ($115).