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Northeast Asia Tourism Forum Cross border tourism planning presentation

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As Moderator again, of the 2014 3rd Annual Northeast Asia Tourism Forum I had the opportunity to provide an update of the Greater Tumen Region (Northeast China, Eastern Mongolia, Far East Russia (and Vladivostok) and east coast South Korea) Cross border Tourism Strategy I prepared in 2012. I also used the occasion to encourage each zone within this large destination region to identify how they can contribute to the ongoing planning, product development and marketing of the region. The presentation outlines the sustainable tourism planning process and encourages the various zones to commit to at least of one of several tourism development options including: tour product (itinerary) development, marketing and marketing research, tourism and hospitality training, and development and implementation of standards.

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Northeast Asia Tourism Forum Cross border tourism planning presentation

  1. 1. James MacGregor GTI Tourism Consultant S
  2. 2. Cooperative Planning GTI Greater Tumen Initiative Supported by United Nations Development Programme
  3. 3. Forum Organization S Organization S The “Greater Tumen Initiative (GTR)” Secretariat of United Nations Development Programme; S Jilin Province Tourism Administration S Co-Sponsor S Yanbian Korean Autonomous Prefecture People's Government S Coordinator S Hunchun Municipal Government S Northeast Asia Multi-Destination Tourism Cooperation Center
  4. 4. ! Province of JILIN Yanbian Korean Autonomous Prefecture Tumen River Delta Hunchun Fangchuan ! JAPAN Tottori Nigata Province of HEILONG JIANG ! Province of LIAONING ! ROK Gangwon, Busan Cheju RUSSIA Primorsky Krai Vladivostok MONGOLIA Eastern Provinces DPRK Rason Economic Zone INNER MONGOLIA Autonomous Region ! RUSSIA Khabarovsk Krai! Russia Khassan Area Cross border Tourism Network and Connections
  5. 5. Cross border Tour Planning : Zone Level S Itinerary Development within Adjacent Jurisdictions S Liaoning ➽ (Beijing) ➽ Inner Mongolia ➽ Mongolia S Grasslands and Grasslands ecosystem and culture S Jilin (Changchun) ➽ Heilongjiang (Harbin) ➽ Khabarovsk S Urban parks, Amur River Ecotourism S Jilin (Changchun) ➽ Hunchun/Khassan ➽ Vladivostok S Wildlife viewing and coastal zone S Jilin (Changchun) ➽Hunchun ➽ Rason ➽ Khassan S Cross culture experience (Chinese, Korean, Russian) S Hunchun ➽ Vladivostok ➽ Gangwon/Busan ➽ Tottori S Cruise and coastal/beach experience
  6. 6. ! Province of JILIN Yanbian Korean Autonomous Prefecture Tumen River Delta Hunchun Fangchuan JAPAN Tottori Nigata Province of HEILONG JIANG ! Province of LIAONING ! ROK Gangwon, Busan Cheju RUSSIA Primorsky Krai Vladivostok MONGOLIA Eastern Provinces DPRK Rason Economic Zone INNER MONGOLIA Autonomous Region ! RUSSIA Khabarovsk Krai! Russia Khassan Area Cross border Coastal Theme Cross border Tourism Network and Connections Example Zone 1
  7. 7. ! Province of JILIN Yanbian Korean Autonomous Prefecture Tumen River Delta Hunchun Fangchuan JAPAN Tottori Nigata NE China – Russia Ecotourism Zone Province of HEILONG JIANG ! Province of LIAONING ! ROK Gangwon, Busan Cheju RUSSIA Primorsky Krai Vladivostok MONGOLIA Eastern Provinces DPRK Rason Economic Zone INNER MONGOLIA Autonomous Region ! RUSSIA Khabarovsk Krai! Russia Khassan Area Cross border Tourism Network and Connections Example Zone 2
  8. 8. ! Province of JILIN Yanbian Korean Autonomous Prefecture Tumen River Delta Hunchun Fangchuan ! JAPAN Tottori Nigata Mongolian Theme Zone Province of HEILONG JIANG ! Province of LIAONING ! ROK Gangwon, Busan Cheju RUSSIA Primorsky Krai Vladivostok MONGOLIA Eastern Provinces DPRK Rason Economic Zone INNER MONGOLIA Autonomous Region ! RUSSIA Khabarovsk Krai! Russia Khassan Area Cross border Tourism Network and Connections Example Zone 3
  9. 9. 5 Phase Tourism Planning Process Phase 1: Goals and Objectives Phase2: Resource Analysis Phase 3: Market Analysis Phase 4: Cross border Product Opportunities Phase 5: Action Plan
  10. 10. Phase 1: Tourism Development Goals S Contributing and Participating in the success of the tourism industry in the GTR and Northeast Asia S Identifying your contribution to the development and marketing of the NEA Tourism industry S Identifying a cooperation strategy and agreement with your partners and adjacent neighbours S Diversifying and expanding the economy of your zone and GTR S Attracting the large and growing Chinese Domestic market S Positioning your zone as an international destination
  11. 11. Phase 1: Tourism Development Objectives S Increasing tourism arrivals in your jurisdiction by X%/year and in the GTR by Y%/year S Prepare X number of cross border tourism circuits by 2016, 2018, 2020 S Create X small business by 2017. 2020 S Train X number of hospitality employees for the GTR partners S Contribute to the cooperative marketing of the GTR and Tumen Delta International Tourism Zone
  12. 12. Phase 2: Resource Analysis S Identify unique cross border resources for your zone S Eastern Mongolia/Inner Mongolia: S Grasslands ecosystems/culture/heritage S Tumen River Delta Area; S Wetlands, Coastal and rRver Environment S Est Coast of ROK : S Coastal Beaches and Cruising S Primorsky Krai: S Marine island resources S Harbin: Winter Festival S Integrate resources and products into GTR Network
  13. 13. Phase 2: Infrastructure S Highways and Services (Signage and Information), Airports S Trail Systems (hiking, cycling, interpretation) S Water/Sewage Treatment, Waste management S Conservation Areas and Reserves S Green Technologies and Architecture S Energy and water conservation, recycling, composting S Traditional Architecture
  14. 14. Phase 2: Human Resources + Training Institutes S Accommodation S Reception, housekeeping, kitchen, management, marketing S Packages Tours S Tour management, guides, drivers S Attractions + Special Events S Managers, marketing specialists, interpretation, operations S Food Services S Kitchen, dining, catering, etc
  15. 15. Phase 2: Information Services and Organization Structure S Marketing and Information Services S Website and mobile apps S Brochures and catalogues S Marketing/advertising and research budget S Documentation and Local Information S Natural, Cultural, Heritage resource reports and documents S Organizations and Agencies and Key Stakeholders S Public (provincial, municipal) tourism departments S Private sector associations (accommodation, tour operators, environmental, handcraft, etc.) and NGO’s
  16. 16. Phase 3: Market Analysis S Regional Outbound Market S GTR included 2 largest outbound in the world (China and Russia) S 150 million travellers (2014), 275 million (2020) S 10% - 15% Growth rates S China is No. 1 ROK and Mongolia market S China Domestic Market S 3.8 billion trips (2014) to 6 billion (2020) S 15% annual growth rates
  17. 17. Phase 3: Market Trends S Increased demand (China, ROK) for independent travel S Provide a sense of freedom, discovery and adventure S Interest in experiential travel and ‘creative tourism’: authenticity, ecotourism, cultural heritage, participatory activities, water-based activities, meeting locals, etc. S Rapid growth of MOBILE and Social media marketing and expect an instant response to inquiries S New demand for environmentally responsible travel and accommodation that meets international standards. S Interest in clean, non polluted destinations
  18. 18. Phase 3: Market Analysis S Greater Tumen Region Source Markets S Primary Markets S GTR Regional 2nd tier cities: Changchun, Harbin, Vladivostok, S China Domestic 1st tier cities: Beijing, Shanghai S Secondary Markets S China Domestic 2nd 3rd tier cities (Shenyang, Dalian, etc) S Far east Russia, South Korea, Japan S Seniors Market (200 million over 60) S Higher spending but price sensitive, shoulder season travel S no crowds
  19. 19. Phase 3: Market Expectations S Primary (Urban Chinese) Market S High expectations and immediate response to their needs S ”Give them what they want!”) S Demand Flexibility and last minute change to itineraries S Authentic accommodation and cultural experiences S Availability of UnionPay, WiFi, Room amenities, etc. S Itineraries reflect hobbies, special interest and tastes S Culture, arts and craft, hiking, nature interpretation, shopping S Entertainment and recreation facilities
  20. 20. Phase 3: Social Media Analysis S Social Media Statistics S 600 million Chinese active on microblogs S WeChat has 600 million users worldwide S ‘Digital Natives’: use of online bookings, mobile technologies, social media S Using Weibo to meet the primary market consumer needs S Connect with new independent traveller S Present unique GTR experiences S Attractive/high value content (video and photo), reposting travellers experience
  21. 21. Product/Market Matching RESOURCES Natural, Heritage, Cultural, Attractions, Parks and Landscapes OUTBOUND/INBOUND MARKETS Ecotourism Beach and Mountain Tourism Heritage SERVICES Accommodation, Food Services, Tour Operators, Public Services, DOMESTIC MARKETS Special Cultural Events, Cycling Routes, nature observation
  22. 22. Cross border Tourism Circuit Accommodation Food Services Attractions Parks Heritage Sites Visitor Services, Information, Reception Safety and Security, Hygiene Utilities Transportation Vehicles Infrastructure
  23. 23. PHASE 4: Product Opportunities Cross Border Tours Nature, Heritage, Culture, Sightseeing Attractions Information Centers, Historic, Museums, Park, Galleries Accommodation Hotel, ecolodge, resorts Visitor Services Transportation, Interpretation, etc. Theme/ Brand
  24. 24. Prepare International Standards
  25. 25. International Standards S 1. Quality Assurance Standards S Exterior Layout and Landscaping S Architecture and materials, parking, access, gardens and paths S Reception: available information, friendliness, washrooms S Rooms: Size, furniture (bed, desk) and fixtures, amenities S Entertainment: TV, WiFi, DVD S Kitchen: equipment, cleanliness, layout S Meals: quality, diversity and options, freshness S Dining Area: Size, layout, buffet, table setting S Recreation area: activities, facility maintenance, etc.
  26. 26. International Standards S 2. Environmental Standards S Environmental Policy, Linen Policy, EIA S Waste Management (recycling, composting) and Audit S Water Conservation and monthly Audit S (low flow faucets, shower heads, drip irrigation, etc.) S Green Team and Staff Environmental Training S No pesticides or toxic chemicals (cleaners and solvents) S Support for local community projects
  27. 27. International Standards S 3. Universal Accessibility Standards S Appropriate parking space (size, location, identification) S Barrier-free Access from parking to reception S Adequate Entrance door and Reception Desk S Corridor Width, lighting and Signage S Guest Rooms and Equipment (1 room for every 15) S Door width, storage area, desk, access around bed S Bathroom: sink and shower access S Dining Room: table height, signage, menu
  28. 28. Contribution to Regional Cross Border Tourism Tour Product Tumen DELTA Training Marketing Standards
  29. 29. Contribution to Regional Cross Border Tourism S Each Zone Define its particular Contribution to the GTR S 1. Develop Area Tour Products (2015 -2016) S At least 2 cross border itineraries (packages) within your zone S Coordinate all components of the package including private and public sector (province, municipality) S 2. Prepare Tour Product Marketing S Prepare destination and tour product marketing strategy S Conduct additional and on-going research S Allocate adequate cooperative (public and privates) budget
  30. 30. Contribution to Regional Cross Border Tourism S 3. Offer Tourism/Hospitality Training Programs S Assess regional tourism training needs (management, staff) S Identify local (zone) training programs and institutes S Prepare Training PPP (Private Public Partnerships) Program S 4. Prepare International Standards (accommodation, restaurants) S Identify quality, environmental and UA standards S Design Certification Program and management structure S Train assessors (Local and regional) S Assess all facilities within the proposed itineraries by 2016
  31. 31. Action Plan Components Action Plan Tourism Development Activity Timeline Responsibility Cost Estimates Funding Sources
  32. 32. Action Plan Layout Activity Responsible Agency Year 1 Cost Year 2 Cost Year 3 Cost Attractions Public/Private Lodging Private Infrastructure Public Tour Product Private/Public Marketing Private/Public Training Public/Private Research Public TOTAL TOTAL TOTAL TOTAL
  33. 33. Thank You and Good Luck 谢谢 James MacGregor, International Sustainable Tourism Consultant GTI Secretariat jmacgregor@ecoplannet.com

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