Expert shares keys to unlocking Chinese market

The Marianas Visitors Authority highlighted yesterday the importance of strengthening positive perceptions of the CNMI among Chinese travelers, as the agency listed various factors that work against the destination’s goal to develop the China market.

Shari Oliynyk, a travel expert with Ruder Finn Asia, which represents MVA in China and Hong Kong, said the limited flights from China and absence of a nonstop service from Beijing, as well as the limited tour packages available to Chinese tourists, were the top challenges that the CNMI must overcome to increase visitor arrivals from China.

The high cost of food and beverage, entertainment, and optional tours is also a disadvantage, especially with the many, well established choices for vacations for Chinese tourists, Oliynyk said.

Further making it difficult to market the CNMI in the Chinese market are the negative media stories on the Japanese imperial couple’s visit to the islands—resulting from tense relations between China and Japan—and issues concerning Chinese garment workers on Saipan, she said.

In addition, Oliynyk raised concerns about the language barrier between the destination and Chinese visitors. She noted that the CNMI currently has limited signage in Chinese, few Chinese-speaking tour guides and service providers, and no Chinese-speaking staff and Chinese maps available at the airport.

Telecommunication could also be a problem for Chinese tourists, as their cellular phones do not work in the CNMI.

Lastly, Oliynyk noted a need for some local people to improve their sometimes-condescending attitude towards Chinese visitors. “Some local service providers and retailers favor Japanese and Korean tourists,” she said.

“[It is our objective to] significantly expand awareness of the CNMI among its key target audiences to ensure the CNMI is ‘top of mind’ when a vacation is being planned. [We aim to] strengthen the positive perceptions of the CNMI to ensure visitors want to visit the CNMI and eventually do,” Oliynyk said.

She said MVA members could help by:
• Creating more flexible, diverse tour packages;
• Designing competitively priced tours and entertainment;
• Increasing flights from China;
• Developing hotels and/or make more hotel rooms available and investing in upgrading hotel rooms;
• Participating in joint promotions;
• Developing Chinese signage and collaterals;
• Providing more training on the Chinese language and culture among hoteliers, tour operators, retail establishments, and the public;
• Providing more shopping facilities;
• Increasing transportation facilities on the islands (as a lot of Chinese people do not drive);
• Improving connectivity in terms of mobile phones and internet access; and
• Providing easier access to Tinian and Rota.