‘Rebranding needed to bring back the Japan market’

Rep. Joseph Leepan T. Guerrero (R-Saipan) believes that rebranding efforts should focus on bringing back the Japanese market to the Commonwealth.

Japanese arrivals in the CNMI have been dropping in the last six years, from 49 percent in 2011 to 13 percent last year.

This comes at a time when other tourism markets have been surging. Chinese arrivals had the biggest jump from 15 percent to 41 percent last year. Korea has been consistent and is the CNMI’s largest market, comprising 44 percent of its tourism numbers.

Guerrero, the House of Representatives’ Commerce and Tourism committee chairman, was part of the CNMI group that met with the Japan Marianas Tourism Club last week at the Hyatt Regency Saipan.

Lt. Gov. Victor B. Hocog, Marianas Visitors Authority managing director Chris Concepcion and MVA board chair Marian Aldan-Pierce, Japanese Consul Toshio Matsumura, and other agencies involved in the Japanese tourism market were also part of the meeting.

Guerrero said that one of JMTC’s concerns was that there are not enough activities in the CNMI. He is also disappointed that the CNMI is being compared to other destinations in the region.

“It is not fair to compare the CNMI with Guam or Hawaii. We are a unique community and destination. We should brand ourselves differently from others since tourism is very competitive nowadays. Why should we brand ourselves like Guam, Hawaii, the [United States] Virgin Islands, or the others out there?”

“Branding the CNMI, not only Saipan but also Tinian and Rota, is what we should do. What do they also have on Tinian and Rota, activities they offer, and what historical sites they could visit. We must not concentrate only in one area. We need to branch out and come up with something new for our tourists.”

He said the meeting was basically to identify what needs to be done for the CNMI to become an alternative destination for Japanese tourists. “We need to identify and understand what they want. We need to develop more activities and come up with innovative ideas.”

“If we need to clean the CNMI, especially western Garapan on Saipan, then that should be our focus. If they say that we need to have more restaurants that offer our local cuisine, then we should encourage our people to open restaurants like that.”

Shopping outlets or other establishments where tourists could buy local produce, a zipline, and a monorail that goes around the island are some of the ideas that Guerrero could think of that could also attract potential investors.

Ecotourism, especially on the island of Pagan, is one idea that he says CNMI officials could look into. “Ecotourism in Pagan is a very good idea. The island is pristine and abundant in natural resources. That should flourish.”

Rep. Edwin K. Propst (Ind-Saipan) supports the bid to lure back Japanese tourists. “Gov. [Ralph DLG] Torres, MVA [managing director] Chris Concepcion and the board, and so many other people are working hard to bring back the Japanese market.”

“Some say the ship has already sailed with regards to the Japan market and we could no longer get them back. But we have to try to have any segment or chance when it comes to tourism since this is our bread and butter. We need to try.”

He added that the CNMI could learn a thing or two on how Guam managed to maintain the Japanese market. “Guam is our neighbor and they are doing well with Japanese market. Even if there’s a drop, still they are quite doing well compared to us.”

“If we can rebuild our relationship and work on these things. Then it is something to think about and explore. Because we must try—not just raise our hands, throw in the towel and give up.”

He added the CNMI community should unite for what’s best for the people. “We are a resilient community. A diversified market is always good and there are other things that we need to pursue. I’ve had had extensive talks with our governor and he’s all for that.”