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MVA assessing market demand
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Posted on Jul 04 2000
The Marianas Visitors Authority has assured tourism-related businesses that it is continuously updating statistical information to provide a better understanding of the tourism industry in the Commonwealth, according to Managing Director Perry Tenorio.
Mr. Tenorio said the continued growth in the tourism industry has increased the demand for a greater range and detail of visitor statistics which include visitor demographics, travel companion, travel motivation, arrangement, length of stay and occupation.
The visitor’s profile will allow the tourism agency to have a better understanding of the tourists coming to the CNMI and assist government officials in defining effective marketing strategies.
Mr. Tenorio said the reports will be disseminated to MVA’s tourism and travel partners as well the public. A database will be made available to MVA members so that they can respond quickly to changes in the market.
A separate study will be conducted by a private company that will be hired by MVA to determine the CNMI’s mind share in Japan and evaluate the effectiveness of the Sai-panda campaign.
As of May 2000, approximately 344,000 visitors arrived in the CNMI, a 5.94 percent increase compared to the same period last year. Japan, the biggest source of visitors of the CNMI, accounts for 74 percent of the total market demand.
The CNMI only experienced a slight decline in three months since the beginning of Fiscal Year 2000 which was mainly brought about by the termination of daily flights from Nagoya, or a weekly lost of approximately 1,300 seats from Japan.
Korea inbound market had recovered with visitor arrivals consistently increasing and expected to climb for the remainder of the year due to the additional flights by Asiana Airlines from Seoul and Pusan.
The MVA’s research division, which is in charge of the regular estimates of visitors to the Commonwealth and profile information, is now using a new scanning technology or the Optical Mark Reflex, to deliver statistical information on a timely and accurate manner so that necessary responses can be made when there are changes in the market.
