Rebranding opportunity for the CNMI as ‘Flower Islands’

The Northern Marianas might have the opportunity to rebrand itself as a “flower island” if and only if the project pushes through and the required funding is made available to the Marianas Visitors Authority, according to MVA executive director Perry Tenorio.

Speaking at last week’s MVA general membership meeting, Tenorio said the flower island project would initially target the main tourist destination areas on Saipan.

Junichi Inada, WIN Landscape Planning and Design managing director and a proposer of the flower island project, told the members present that the flower island project is the CNMI’s way to prosperity.

Inada cited his project in Singapore when he was the landscape consultant for the Garden City, which changed the island country’s outlook and made it more beautiful and inviting to visitors.

According to Inada, he was prompted to come up with a proposal for the project after a recent visit to Saipan during which he saw that many of the tourist sites lack beauty, composition, and attraction.

Inada said the flower island branding concept is a long-term project to rejuvenate and refresh the brand images of Saipan, Tinian, and Rota into that of a beautiful beach resort destination full of green trees and colorful flowers.

“This flower island project not only aims to rejuvenate the CNMI but also to create an opportunity to enhance landscape improvement into a wide variety of business opportunities,” Inada said.

Flowers that Inada wants to use include Bougainvillea, Cordyline, hibiscus, orchids, and anthuriums.

Inada eyes seven zones on Saipan that could be used for the project: the “welcome zone” at the airport area, the east side called the eco-corridor, the west side called the flower corridor, Managaha Island as the paradise zone, the north side memorials as the flower garden zone, and Mt. Tapochau as the wild flower mountain zone.

The main highways leading to all major hotels on the east side of Saipan will be called the flower road and will be planted with numerous flowers, while the road to the airport will have a different flower style. The road leading to the island’s upper areas will feature different flowers as well.

“This is an opportunity that if tourists come in from around the world, they can get lost in the nature and the beauty of the island,” Inada said. “If we work together in this direction, we will be able to open new page and also realize our dream.”

MVA board member Jerry Tan noted that Singapore is almost the same size as Guam and that whatever had been done in Singapore can be done here in the CNMI.

Tan said it is a great idea to retain the nature of the island and that he personally supports Inada’s project.

Local businessman Del Benson raised concerns, however, that the CNMI doesn’t really have a top organization like Singapore and that the entire CNMI has to buy into it if the project would ever go through.

Tenorio told Benson that the project was proposed three years ago but was tabled due to limited funding.

“Now with the recent increase in the hotel occupancy tax and the increased funding, we were able to accept the project,” Tenorio said.

In related news, AVIAREPS Marketing Garden founder and chair Michael Merner said the “sports paradise image” is one branding that “really resonates with our Asian markets.”

“Because they are not looking just for a pure, relaxation, beach vacation, they are also looking for a more active vacation and we have some great sports events here on the islands,” Merner told Saipan Tribune.

Merner also said the CNMI offers many of the assets of a sports paradise for the Asian markets. “We have the assets and the islands are fit for the sports,” he said.

As for the flower island rebranding project, Merner said that beautiful islands and nature have a “huge appeal,” particularly in Japan and other Asian markets.

Merner said this will set the CNMI apart from other resorts in Asia that are more built up, concrete, and developed.

“Our unspoiled nature, amazing beaches, incredible waters, fantastic diving, and sports events—that is the kind of image we want to communicate with the Asian markets,” Merner said.

According to him, the endgame for the projects is the continuing but stable growth of the tourism industry. “We don’t want to grow so quickly where our visitor satisfaction slows,” he said.