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Greater Tumen Region Cross Border Tourism Routes Summary


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Greater Tumen Region Cross Border Tourism Routes Summary

  1. 1. GTI Multi-Destination Tourism Project Regional Economic Cooperation Executive Summary  James MacGregorSustainable Tourism ConsultantDecember 2012  
  2. 2. OverviewNortheast Asia represents one of the fastest growing tourism destinationregions in the world. As the international tourist flow shifts from the traditionalcenters in Western Europe and the US, to the Asia Pacific region, thepotential for establishing financially viable cross-border tourism routes in theGreater Tumen Region (GTR) becomes highly probably, particularly sincemember nations as China, Russia and ROK and adjacent neighbours such asJapan and Taiwan are experiencing significant growth in inbound andoutbound tourism.The GTR is strategically located within the Northeast Asia sphere andtherefore the combination of quality sustainable tourism products and targetedmarketing can result in the region becoming one of the most desirableinternational destinations in the world. Cross border tourism will strengthenthe cooperation amongst the various nations and economic developmentopportunities and environmental protection activities associated with thetourism industry can support the regional implementation of the MillenniumDevelopment Goals1. Resources; The natural, cultural and heritage diversity of the GTRThe sheer size of the GTR area suggests that it processes a wealth of diverseresources that appeal to both the regional and international tourism markets.The fact that the region includes four nations (China, Russia, ROK, Mongolia)attests to the variety of cultural expressions, attractions and experiences thatcan be enjoyed by visitors to this region. From the dynamic urban life of largeChinese cities, to the architecture of Vladivostok to the quaint coastalcommunities of ROK to the traditional ger of Mongolia, the GTR tourists canexperience all of these national lifestyles within relatively short distances andaccessible road, rail and ferry routes.The natural resources are outstanding. Changbai/Baekdu Mountain area andits biosphere reserve, the river/island resources of Bolshoi Ussuriysky/Heixazi Island, spanning China and Russia, the islands of the Far EastMarine Reserve as well as the grasslands and desert of Inner Mongolia andEastern Mongolia provide ample tourism opportunities for the GTR regionaland international markets.Unlike the intense urban environment of southern China and ROK, much ofthe region is relatively open and possesses a variety of flora and fauna, withample opportunity for the ecotourist interested in wildlife viewing, photo safarisor studying endemic plants. There are even the possibilities of seeing exoticand endangered species in the numerous nature reserves. Those interestedin heritage tourism have unlimited options to experience temples, historicmonuments, villages and fortresses. 2  
  3. 3. 1.1 The GTR Urban CentersIn urban centers also provide significant opportunities for drawing and holdingtourists. Each city has its own particular mix of attractions that make aconsiderable contribution to the overall GTR tourism experience. Harbin withSun Island Park, Changchun with its World Sculpture Park, Hohhot with itsbeautiful Inner Mongolian Museum, the attractive architecture of Vladivostok,and the Shenyang Imperial Palace are just a few examples of the spectacularurban attractions that make these and other urban centers both gateways aswell as focal points to the various tourism routes.These urban centers also provide fundamental visitor services, includingquality accommodation, restaurants serving local and traditional foods,transportation services and shopping districts.Medical tourism is also a thriving sector, particularly in the border cities ofChina and ROK. Russians in particular visit cities such as Harbin, Changchunand Hunchun for their variety of medical services and clinics.The mix therefore the proposed tourism routes must include both access tothe rural landscape and natural regions as well as the urban centers and theirassociated attractions.       3  
  4. 4. 2. Market Demand + Source MarketsThe GTR is located within the rapidly growing Asian region which has beenexperiencing double digit growth for the past five years. This year, 2012, theregion will attract approximately 200 million visitors, or 22% of the totalinternational travel market.While total tourism arrivals in the GTR are not known, the relationship of theregion with the current and projected growth of the member countriesindicates a bright future and unlimited demand for cross border tour product.This report identifies 4 source markets for the GTR tourism routes. Theyinclude; 1. Domestic Chinese market 2. Outbound Chinese market 3. Outbound markets from Russia, ROK, Japan and Mongolia 4. Overseas or international markets  The domestic Chinese market presents an incredible opportunity for theselling of the GTR tourism routes. Based on Euromonitor projections, theChinese domestic market will reach approximately 3 billion by 2015. No otherdestination in the world has the ability to tap into this tourism volume.Furthermore this market is expected to expand and will continue to provide along term market base for cross-border tourism. This is particularly importantfor the emerging Chinese middle class especially those that are not yetfinancially capable of a long-haul vacation but who nevertheless wish toexperience international (cross border) travel.The outbound Chinese market as well as those from Far East Russia, ROK,Taiwan and Japan also represent a substantial market opportunity for theregion. China is currently the 3rd largest outbound market in the world and isexpected to be the largest by 2015 with over 100 million travellers. Thissuggests that even if a small percentage of this market could be attracted toany of the cross-border itineraries, it would represent a substantial volume. Aswell ROK, Japan and Russia are already amongst the top 4 outbounddestinations [not including Hong Kong and Macau] for international Chinesetravelers so the prospects of encouraging travel to the GTR memberjurisdictions is high.Of the estimated 2.6 billion domestic Chinese trips (2011), the firm BCGestimate that about 270 million are leisure trips (the rest being for travel homeor on business). If a mere 3% of these travel consumers takes a cross border 4  
  5. 5. trip within the GTR then it would generate more than 8 million travellers.Furthermore if 2% of the 2012 outbound market of 70 million chose to travel inthe GTR it would create an additional 1.4 million visitors.If they averaged 4 nights in the region at $110/night just the Chinese marketwould be worth more than $4 billion annually. These would seem to be verymodest capture rates and most itineraries will exceed 4 nights. So thepotential to attract $4 billion, in say 2015, from the domestic and outboundChinese travel market alone seems plausible.A similar approach could be used to calculating the percentage of domesticand outbound travel from the other GTR nations that could attract crossborder tourists however the level of accuracy may not be the same.3. Trends Influencing Tourism Development in the GTRThere are several trends that affect both the types of tourism development aswell as their preferred markets and overall financial success. They include;Continued growth of the Chinese market; increased wages and disposableincome from an expanding Chinese middle class, particularly from urbanareas will provide a constant source of new markets and increased revenues.Increased demand from knowledgeable travellers from ROK, Japan andRussia; This will necessitate improved hospitality and visitor managementservices requiring more training to achieve increased professionalism acrossthe entire tourism supply chain.The new generation of Asian travelers are connected electronically.Consequently all efforts to reach, convert and book visitors should be basedon the best available technologies.Tourism products must be increasingly environmentally and sociallyresponsible. All components of the supply chain must operate on “green”management procedures and practices. The Asian and international travelconsumer require reliable rating or certification systems in order to select theiraccommodation and tour packages.     5  
  6. 6. 4. Obstacles to the development of the tourism routes a) Lack of knowledge/awareness of the Greater Tumen Region b) The difficulties in securing visas between countries c) Seasonality; most travel to the region is in June through September. d) Level of hospitality services, multilingualism and interpretive (nature, culture) guide services is low e) Lack of adequate understanding of new markets such as ecotourism and sustainable tourism; f) Poor environmental protection measures5. The Cross-border Tourism ConceptDeveloping cross-border tourism routes and corridors is a progressive andpotentially very appealing and financially viable concept for GTR tourismdevelopment. Most travelers are attracted to the concept of experiencingmultiple cultures, ecosystems and lifestyles when they are traveling. Tourismroutes provide that opportunity.The concept is particularly attractive to the portion of the urban Chinesemarket that currently does not have the disposable income for long-hauloverseas travel but wishes to experience a different country and culture.Also China offers excellent shopping, cultural attraction and natural areas fortravelers from the Russia, ROK, Mongolia and Japan. The Russians also areparticularly interested in medical tourism and frequently travel to Jilin Provinceor ROK for medical and dental services. Similarly the Chinese travel to ROKand Japan for medical tourism. Inner Mongolia, Mongolia and the Mongolianlandscape offer unique opportunities for the other GTR members.6. The GTR Tourism Route GatewaysA gateway is a point of departure for one or many tourism routes. It typicallyhas all of the necessary services, including comfortable overnightaccommodation and a mix of transportation options for tourism packages.While Beijing is probably the most significant gateway for the internationaltraveler there are, within the GTR, several important gateways that are alsoservice centers for the beginning of the tourism routes.The following chart identifies the gateways and route corridors; 6  
  7. 7. Khanka Lake + Reserve   Bolshoi Ussuriysky/Heixiazi Island   Vladivostok   Russia Leopard Harbin National Park Far Eastern Marine Reserve     Golden Gateway Changchun Hunchun China, Russia. DPRKChita and Lake Baikal                                                Donghae (ROK) Khentii, Dornod Aimag Shenyang                Ulaanbaatar Niigata Prefecture                                     BEIJING Sakaiminato, Tottori PrefectureChita and Lake Baikal Japan Hohhot Manzhouli   7  
  8. 8. A) Changchun/Harbin/Shenyang Corridor Gateway for travel to; I. Changbai/Baekdu Mountain and Yanbian, II. Bolshoi Ussuriysky/Heixiazi Island III. Hunchun and Rajin IV.Hunchun for travel to Vladivostok, Donghae and Sakaiminato and Tottori/Niigata V. Ferry travel from Dalian to Incheon (ROK) to Donghae and to either Vladivostok or Sakaiminato and Tottori/Niigata via the ‘Eastern Dream’B) Hohhot Gateway for travel to Manzhouli, southern Siberia (Russia) andLake Baikal and UlaanbaaterC) Vladivostok Gateway for travel to the Far East Marine Reserve andKhanka Lake Nature Reserve and the Eastern Dream Ferry to ROK(Donghae) and Japan (Sakaiminato, Tottori and Niigata).C) Ulaanbaatar Gateway for travel to Khentii aimag and Lake Baikal (Russia)and to Dornod aimag, Chita and Lake Baikal.D) Ulaanbaatar and Sakaiminato Gateway for travel in either direction toconnect; Choibalsan-Arxan-Changchun-Changbai/Baekdu Mountain-Hunchun-Rajin-Vladivostok-Sokcho/Donghae-Sakaiminato- Tottori/Niigata7. Proposed Tourism Routes and Cross-border Itineraries7.1 The criteria for selecting the tourism routes a) Market-driven and response to regional and international demand b) Reinforce and promote intercultural exchange and cross border travel between GTR member states as well as adjacent territories of Russia, DPRK and Tottori /Niigata Prefecture (Japan) c) Contribute to overall regional development and support for small businesses throughout the GTR d) Support local community sustainable economic development and job creation e) Reinforce ecotourism including nature and cultural interpretation, visits to national parks and contribution to biodiversity and cultural heritage protection f) Encourage the application of responsible tourism and ecotourism criteria and standards including “green’ management of all facilities7.2 Role of the Private SectorPrivate sector outbound and inbound (receptive) tour operators will beresponsible for the delivery of the itineraries. They were involved with theplanning of these proposed itineraries and must continue to play a leadershiprole in the implementation of each tourism route.Furthermore it is expected that they will contribute as partners to the overallmarketing of the GTR. 8  
  9. 9. 7.3 Development TimeframeThe routes will be developed over the next five years with particular focus on2013–2015. They will be classified under short-term, intermediate term andlong-term development.Short-term (2013-14) suggests that they can be implemented more or lessimmediately. The infrastructure is in place, jurisdictions are in agreement andtour operators have shown interest.Intermediate-term (2014-15) indicates that there is still physical planning,infrastructure improvements, staff training and construction before the routesare ready for visitors.Long-term (2015-2017) includes those itineraries that will require severallevels of government administration cooperation, infrastructure upgrading,extensive marketing, building a GTR brand and developing a greaterawareness of the GTR as a destination.7.3.1 Short-termTOURISM ROUTE 1: Sky to Sea: Land and Cruise (EasternDream) Tourism Route (China, DPRK, Russia, ROK, Japan)(10 to 12 days)  Day 1: Departure from Changchun for Hunchun o Option 1; Changchun to Changbai/Baekdu Mountain, Yanbian and Hunchun (3 days)  Day 2; Hunchun to Rajin (DPRK)  Day 3: Visit Rajin, return to Hunchun  Day 4: Depart Hunchun for Vladivostok, visit Leopard National Park, overnight in Vladivostok  Day 5: Vladivostok city tour, departure on ‘Eastern Dream’ Ferry for Donghae ROK  Day 6: Arrive Donghae for shore excursions and departure for Tottori prefecture [Japan] o Option 1; Stay on eastern coast of ROK and await the Ferry on its return trip to Vladivostok (3 days) o Option 2; Spend one week in ROK crossing the peninsula, visiting the demilitarised zone (DMZ) and flying from Seoul (5 days)  Day 7/8: Arrive at Sakaiminato Tottori Prefecture and visit sand dunes and museum  Day 9: High speed train to visit Kyoto and overnight  Day 10: To Tokyo (Narita or Haneda Airports) for return to a point of origin or consider this option;  Day 10/12 (Option): Travel from Nagoya to Niigata, visit Lake Hoyko, Day 11 AM: Northern Cultural Museum, PM: Niigata Furusato Village, Shopping at the Honcho Market Day 12: Visit City Aquarium, Travel to Tokyo and departure for airport 9  
  10. 10. TOURISM ROUTE 2: Yanji/Yanbian to Changbai/BaekduMountain and Region to Changchun; (7 days)  Day 1: Arrive Yanji, visit to Maoershan National Forest Park and Folk Village  Day 2: Visit Red Flag Village en route to Changbai/Baekdu Mountain,  Day 3: Northern Slope of Changbai Biosphere Reserve including visit to Heavenly Lake, Changbai Waterfall and Erdaobai River, Green Deep Pool  Day 4: Western Slope for day hike including Changbai Canyon, afternoon visit to Last Wooden Village  Day 5: Departure for Changchun  Day 6: Visit to Jingyuetan National Forest Park  Day 7: Departure from ChangchunTOURISM ROUTE 3: Ulaanbaatar, Khentii Province and LakeBaikal/Ulan-Ude (10 days)  Day 1: Depart from Ulaanbaatar for “Terelj” National Park, overnight in traditional ger  Day 2: Visit Chinggis Khan Statue – XIII Century Complex – “Khaan Kherlen” Park  Day:3: Visit “Khaan Kherlen” - Bereeven Monastery – Bayangol  Day 4: Bayangol - Kukh Lake – Borte Chono, Khukh Lake of khar Zurkh  Day 5: Visit Borte Chono – Khodoo Aral  Day 6: Leave Khodoo Aral for Ulaanbaatar, attend Mongolian National Folk Songs and Dance Ensemble performance  Day 7: Visit Hustai National Park  Day 8 Depart for Ulaanbaatar + Lake Baikal and Ulan-Ude  Day 9: Boat cruise on Lake Baikal  Day 10: Depart for Ulaanbaatar from either Ulan-Ude or Irkutsk, evening or next day flight to Beijing7.3.2 Intermediate TermTOURISM ROUTE 4: Ulaanbaatar to the grasslands of DornodProvince to Chita (Russia) and Lake Baikal (10 days) • Day 1: Depart for Numrug Reserve, Hiking in Reserve, Overnight in traditional ger • Day 2: Depart for Khalkh Gol, Visit war memorial monuments, observe antelopes and birds, Overnight in traditional ger • Day 3: Depart for Choibalsan, Visit local museum and handcraft shop, overnight in Hotel • Day 4: Depart for Lake Yakhi, Visit a nomadic family, Overnight with family in ger • Day 5: Depart for Khuh lake, explore Wall of Chinggis Khaan, Overnight in traditional ger • Day 6: Drive to Chita, overnight in Hotel • Day 7: Depart Chita for Lake Baikal • Day 8: Explore Lake Baikal, overnight in Hotel • Day 9: Return to Ulaanbaatar, overnight in Hotel • Day 10: Fly to Beijing 10  
  11. 11. ECOTOURISM ROUTE 5: Changchun to Harbin to BolshoiUssuriysky/Heixiazi Island and Khabarovsk (8 days)  Day 1: Arrive in Changchun, visit World Sculpture Park and other heritage attractions  Day 2: Depart for Harbin; stops en route to observe changing ecosystems, afternoon at Sun Island Park  Day 3: Depart for Fuyuan. Stops to observe the changing ecosystems and river ecology. Lunch in Jiamusi  Day 4: Depart for Bolshoi Ussuriysky/Heixiazi Island; Theme; sandbar ecology,  Day 5: Depart for Bolshoi Ussuriysky/Heixiazi Island; Theme; sandbar ecology; cycling to and crossing the China/Russia border, overnight in Fuyuan.  Day 6: Depart for Bolshoi Ussuriysky/Heixiazi Island with qualified ornithologist, ethno botanist and wildlife biologist. Theme: island flora and fauna, overnight in Fuyuan  Day 7: Depart for the trip to Khabarovsk, return for overnight in Fuyuan  Day 8: Early morning departure for Harbin. Stops to observe river ecology. Lunch in Fujin  Day 8: Departure from Harbin to ChangchunTOURISM ROUTE 6: Hohhot to Manzhouli and SouthernSiberia/Lake Baikal (Inner Mongolia and Russia) (9 days)  Day 1: Arrival in Hohhot and transfer to hotel, afternoon visit to Inner Mongolian Museum  Day 2: Visit to select Hohhot attractions, overnight train to Manzhouli  Day 3: Arrival in Manzhouli, visit to tourist attractions  Day 4: Cross China/Russian border and then proceed 400 km trip to Chita  Day 5: Depart Chita for Ulan-Ude, observe southern Siberian ecosystems and villages, overnight at Ulan-Ude  Day 6: Morning visit Ulan-Ude and Ethnographic Museum, travel to Lake Baikal and boat cruise, Overnight in Irkutsk  Day 7: Depart Irkutsk for Ulaanbaatar  Day 8: Visit to attractions, both in and adjacent to Ulaanbaatar  Day 9: Visit to Cashmere factory; mid afternoon flight to BeijingTOURISM ROUTE 7: The Tea Road; Hohhot (China) toUlaanbaatar (Mongolia) to Ulan-Ude (Russia) (9 days)  Day 1: Arrive in Hohhot. Afternoon Visit to Inner Mongolian Museum  Day 2: Visit Dazhao Temple and Zhaojun Tomb. Leave for Erenhot.  Day 3: Depart for China/Mongolia border crossing, overland journey into HamriinHiid.  Day 4: Spend the day in HamriinHiid  Day 5: Departure north to the Gun Galuut Nature Reserve  Day 6: Departure for Ulaanbaatar, visit Chinggis Khan Equestrian statue  Day 7: Ulaanbaatar: visit to local attractions both in and adjacent to city  Day 8: Depart for Ulan-Ude, visit to Lake Baikal, visit Ethnographic Museum  Day 9: Return air to Beijing from either Ulan-Ude or Irkutsk 11  
  12. 12. TOURISM ROUTE 8: Shenyang to Dalian to Incheon toDonghae to (Option 1) Vladivostok to Hunchun/Yanji or to(Option 2) Sakaiminato and Tottori/Niigata Prefectures;(10 to 12 days) Day 1: Shenyang to port of Dalian, ferry to Incheon Day 2: Arrive Incheon, drive overland to Seoul Day 3: City tour and shopping in Seoul Day 4: Travel from Seoul to DMZ Day 5: Travel DMZ to Donghae Day 6: Day/overnight at a coastal resort Day 7: Board ‘Eastern Dream’ for Vladivostok or Sakaiminato Day 8: Option 1: Overland travel from Vladivostok to Hunchun -- Day 8: Option 2: Visit Tottori Prefecture and Sand Museum Day 9: Option 1: Visit to Rajin, DPRK or (2) Tottori -- Day 9: Option 2: Travel to Niigata Prefecture Day 10: Option 1: Hunchun to Yanji Airport -- Day 10: Option 2: Visit Niigata -- Day 11: Option 2: Travel to Tokyo and return flight7.3.3 Long termTOURISM ROUTE 9: Ulaanbaatar [Mongolia] to Sakaiminato [Japan] fortravel in either direction; Choibalsan – Arxan – Changchun -Changbai/Baekdu Mountain – Hunchun – Rajin (DPRK) – Vladivostok(Russia) - Sokcho/Donghae – Sakaiminato (Japan) - Tottori/Niigata(18-20 days)This route has definite long-term potential as it unites all the GTR countries,starting in Mongolia, passing through northeastern China to Far East Russiaand then by ferry to ROK and Japan.However most of the corridor has not been assessed and will require furtherresearch and onsite investigation. Because of its length of the route and theserious commitment that must be made by the tourist it will require increasedmarket awareness of the GTR tourism product, its emerging position as asignificant tourism destination and the attraction of this multi destination route.Although much of the proposed alignment has not been adequately studiedthere are portions that are already known (e.g. Changchun to Hunchun toVladivostok). Knowledge of these portions indicates a significant potential forthe entire route. However the more remote and challenging EasternMongolian section has not been assessed and may contain considerableobstacles (road conditions, lack of food and accommodation services, etc.).However strategically (in the first 3 years), it may be better to focus on thoseshorter itineraries [7–10 days] that are more readily promoted to the regionalmarketplace. 12  
  13. 13. 7.4 Single purpose ItinerariesThe GTR can benefit from two types of ‘single-purpose’ trips; travel formedical reasons and for shopping. Other options exist such as sporttournaments, festivals and special events however they have not beenassessed. Medical tourism has become a significant component to the Harbinand Changchun tourism arrivals. Many Russians visit Manzhouli, Changchunand Hunchun for shopping. As the Chinese middle class expands there will bemore travelling to ROK and Japan for shopping excursions…7.4.1 Medical tourism routes include; • Vladivostok to Hunchun (3 days) • City of Khabarovsk to Harbin (4 days) • City of Khabarovsk to Changchun (5 days) • Chita to Manzhouli (4 days)7.4.2 Shopping routes include: • Vladivostok to Hunchun (3 days) • Hunchun to Vladivostok (3 days) • Hunchun and Vladivosrtok to Donghae (7 days) • City of Khabarovsk to Changchun (5 days) • City of Khabarovsk to Harbin (4 days) • Chita to Manzhouli (3 days) • Lake Baikal area to Ulaanbaatar (4 days)8. Developing and Offering Certified Sustainable Tourism +Ecotourism RoutesThe development and promotion of sustainable tourism and ecotourism routesand tour itineraries requires the application of environmentally-friendlytourism standards and practices to meet the expectations of the responsibletourism market.This will include the identification and application of the following standards:Environmental policy, energy and water conservation, waste managementand recycling, local hiring and purchasing policy, carbon emission reduction,fair wage practices and secure working conditions, heritage protection,sustainable architecture, green marketing, contribution to local nature andconservation projects, staff and management training and reduction of toxicchemicals. Also the application of universal accessibility standards for thosewith limited abilities must be considered.It will also be necessary to establish a sustainable tourism certificationprogram for all components of the regional tourism supply chain to respondto increasing market demand. All accommodation, attractions andtransportation operators along the proposed tourismroutes should be certified by 2015. 13  
  14. 14. 9. GTR Tourism Visa RecommendationsAccording to preliminary research by UNWTO and the World Travel &Tourism Council. “Visa facilitation is central to stimulating economic growthand job creation through tourism. The G20 can have a particularly importantrole to play in this respect”.There are options that can be considered by each GTR member nations tofacilitate current processes to obtain visas including: • Maximize the use of information and communication technologies in improving visa procedures • Improve the delivery of information • Differentiated treatment to facilitate tourist travel, • Institute an eVisa program • Establishing regional (e.g. within the GTR), agreements for visa facilitation. • Harmonize the visa application process for all GTR member countriesA new and popular form of improving cross-border travel and reducing visarestrictions could be the introduction of the “Visa on arrival” [VoA] concept.10. The Familiarization (FAM) TripsThe familiarization [FAM] trips can be one of the first and most effectiveinitiatives to launch and promote the tourism routes within the GTR and toadjacent countries. The purpose of the FAM trip will be to present and exposethe GTR tourism routes and itineraries including its resources, tourismadministrations and visitor facilities and services to the regional andinternational travel trade and media.Two zones within the GTR are proposed for the FAM trip.a) Jilin Province, Vladivostok, Gangwon Province, Tottori/Niigata Prefectures program including the ‘Eastern Dream’ Ferry cruise tourb) Inner Mongolia + Mongolia Grassland, Ulaanbaatar and Lake Baikal and southern Siberia tour10.1 FAM trip participantsApproximately 14 people will participate in each FAM trips including;a) Regional and international travel trade/media participants • Chinese tour operators and travel agents; 4 participants • Japanese tour operators and/or travel agent; 1 • ROK tour operators and travel agents; 2 • Russian tour operators and/ travel agent; 1 • Chinese media; 2, ROK media; 1, 14  
  15. 15. • Japanese media; 1 • International tour operators and travel agents; 2b) Ministry of Tourism and/or Provincial administration officials:4 participants10.2 Proposed FAM Trip ItinerariesA) The Jilin Province (China) to Tottori Prefecture (Japan)FAM program, including the ‘Eastern Dream’ Ferry FAM Trip;7 Days  Day 1: Beijing airport as gathering for most participants. Departure for Changchun, official reception, city tour in Changchun  Day 2: Departure for Hunchun, visit Dragon and Tiger Observation Tower overlooking DPRK and Russia, supper reception with city officials, tourism administration and local tour operators and accommodation suppliers  Day 3: Departure by minivan for Vladivostok, luncheon reception with city officials and Vladivostok tourism administration, visit to Russky Island  Day 4: Departure from Vladivostok on ‘Eastern Dream’ to Donghae-si  Day 5: Arrival at Donghae, reception by Gangwon tourism administration, visit to the Mansang Beach, Mukho Port and Mukho Lighthouse Park, depart for Sakaiminato  Day 6: Arrive in Sakaiminato, reception with Tottori Prefecture Tourism Administration, visit sand dunes area and Sand Dunes Museum  Day 7: High-speed train for Narita and Haneda Airports for same day flights to China and international point of origin.  Day 7: (Option) Train from Nagoya to Niigata City, Reception and visit Museum, Sado Island  Day 8: Visit Aquarium, Return to Tokyo for same day flight to point of originB) Inner Mongolia + Mongolia Grassland, Ulaanbaatar, LakeBaikal and southern Siberia FAM tour; 7 Days  Day 1: Beijing airport (BJS) is the point of departure for Hohhot, reception with Hohhot city officials and Tourism Bureau, visit to Inner Mongolia Museum, supper with Inner Mongolia tourism officials and local tourism suppliers  Day 2: Flight Departure for Manzhouli, tour of Manzhouli and luncheon, minivan departure for Chita, Russia, overnight in Chita.  Day 3: Departure for Manzhouli, visit to Hulun Lake, departure for Hohhot and Ulaanbaatar  Day 4: Breakfast reception with the Ministry of Nature, Environment and Tourism officials, leave by minivan for “Terelj” National Park, visit “Turtle” Rock and Temple of Meditation or walking tour, overnight in a ger at the camp  Day 5: Departure XIII Century Park Complex, Chinggis Khan Statue, overnight in ger  Day 6: Depart for Numrug Reserve, Khalkh Gol, Choibalsan, overnight in hotel  Day 7: Return to Ulaanbaatar, evening departure for Beijing 15  
  16. 16. 11. Tourism Route Implementation Action Plan and MarketingStrategy11.1 Strategic Planning RequirementsThe short and intermediate tourism routes are potentially ready for promotionto the marketplace. However they have not individually being reviewed for afinal assessment and clarification of some obstacles.As tourism routes they should have proper information, interpretation anddirectional signs. Therefore a site planning and signage overview to definethe routes in greater detail is required for the following roadway corridors;  Harbin to Bolshoi Ussuriysky/Heixiazi Island (Fuyuan)  Hunchun to Vladivostok Highway  Tour options within the ROK, e.g. to DMZ and Seoul  Travel corridor and villages between Yanbian and Changbai/Baekdu Mountain  Interpretive trails and areas for ecotourist at Changbai/Baekdu Mountain  Ulaanbaatar to Lake Baikal and associated attraction (e.g. boat cruise)  Manzhouli to Chita to Lake Baikal  Tottori-Nagoya to Niigata PrefectureOther areas and attractions requiring comprehensive tourism developmentmaster plans include; Bolshoi Ussuriysky/Heixiazi Island Ecotourism Master Plan, Guide Training Plan and Marketing Strategy Changbai/Baekdu Mountain Biosphere Reserve Visitor Management Plan Multi-Destination Golden Gateway Region (China, Russia, DPRK) Feasibility Study and Master Plan Tourism Route(s) Signage and Interpretive Facilities Master PlansPrograms, workshops and manuals to assist in positioning the GTR tourismroutes as sustainable and environmentally responsible include; Preparation of Sustainable Tourism/ecotourism Criteria and Standards for accommodation, attractions and transportation sectors Preparation of a Harmonized Quality Assurance Eco-certification Program throughout the GTR including a certification process and program management structure Design, printing and distribution of a Quality Assurance Eco-certification Guidelines Manual Design and facilitation of Sustainable Tourism and Ecotourism Tour Route Itinerary Planning, Development and Marketing Workshops Design and facilitation of Cultural Heritage and Nature Guide Training Programs including language training Design and facilitation of Community Host Training Workshops11. 2 Tourism Hospitality TrainingThe addition of 3000 tourists will necessitate the training of additional staff andmanagement in hospitality services, guiding, marketing,tour management, etc. 16  
  17. 17. 11.3 Tourism Route Marketing StrategyIt will take a concerted marketing effort to brand and position both the regionas well as its GTR cross-border tourism routes in the national andinternational markets. A distinctive Brand the defines the region and acomprehensive Marketing Strategy is required to identify the best marketingmechanisms to be used to reach the preferred market segments. There areseveral administrations that can contribute to financing and implementing acoordinated regional level marketing effort.The focus of the marketing strategy will be directed at 4 geographic marketsegments. They include; I. The GTR markets, particularly the three northeastern provinces of Heilongjiang, Jilin, and Liaoning and their urban capitals and other second and third tier cities II. The domestic tourism markets in China, ROK, Eastern Russia and Japan III. The outbound tourism markets in China, ROK, Eastern Russia and Japan IV. The international markets and particularly ecotourists and cultural heritage tourist in USA, Western Europe, Australia/NZ and CanadaMarketing Objectives and ProjectionsShort term [2014]:• To sell an average of 6 trips/week at 14 PAX (clients) for the 3 short-term tourism routes (from June to September) generates 1344 tourists @ 8 nights each = 10,754 visitor/nights. At $1400/trip this would generate $1.88 million, excluding single purpose travel.Intermediate term (2014/15) To increase the 6 short-term trips to an average of 8 trips/week at 16 PAX = 2048 clients 4 intermediate-term trips at 4 trips/week @ 14 PAX = 896 PAX From June to September this will generate 2944 PAX @ 8 nights and $1600/package = $4.7 millionLong-term [2015 to 2017] 2015 with 8% annual growth = $5.01 million 2016 with 8% annual growth = $5.41 million 2017 with 8% annual growth = $5.54 millionTOTAL (2014 to 2017): $22,540,000 (June to September)Total Marketing CostsThe 3-year marketing expenditure will be $980,000; distributed amongst 9jurisdictions (including Tottori/Niigata) and a 20% contribution by the privatesector. 17  
  18. 18. 12. Memorandum of Understanding (MOU)A Memorandum of Understanding is an essential instrument to ensure thelevel of cooperation and coordination that is necessary to fully develop thetourism potential and cross-border tourism opportunities within the GTR. Bycollectively supporting such a mechanism, the participants are agreeing totake part in a challenging regional tourism development initiatives.The interest and commitment by 4 national governments and severalprovincial, municipal and prefecture governments to support this MOU isunprecedented and indicative of the progressive attitudes, openness to inter-governmental cooperation and enlightened support for the positive impact ofmulti destination tourism development.Several partners signed the MOU during the 2012 Tourism Forum in Hunchun,China.The MOU includes the following components:  Geographic coverage  Objectives  Areas of cooperation between parties  Implementation  Designated authority  Financial arrangements  Participation of third parties  Amendment  Settlement of disputes  Final provisions   18  
  19. 19. 13. GTR DatabaseAn initial database format and structure has been created to serve as aplatform for consolidating information and statistics on an annual basis for theGTR member nations as well as inbound information from major adjacentsource markets.It will specifically focus on establishing domestic travel as well as inbound andoutbound travel data for the GTR member countries and the variousassociated jurisdictions at the provincial, krai or municipal levels.For instance, the travel patterns and profile for the Chinese market have beenidentified and further research will enable the GTI to identify the samepatterns at the provincial level.The database will also include, to the extent possible, information, onoutbound tourism levels in major GTR source markets such as Taiwan,Southeast Asia, North America and Western Europe.When information is available, profiles of each market segment will beincluded.       19  
  20. 20. 14. ConclusionThe GTR has an exceptional potential for cross-border tourism and is one ofthe most significant new tourism destination in the world. The mix of cultural,heritage and cultural resources along any of the proposed route corridors iscompetitive with any similar tour product in the world. Driven by the rapidlygrowing middle class markets in China as well as the more establishedmarkets in ROK and Japan, these proposed tourism routes could generatemany thousand travellers each year, each spending upwards of 10 days ineach itinerary.Much of the infrastructure is in place, there is support from each of thejurisdictions and the attractions are spectacular; this is a formula forimmediate success as well as attaining the goals of job creation, communitydevelopment, environmental protection and new revenues for small localbusinesses.The principal challenge is achieving the level of coordination necessary toensure that these goals are realized and that the full potential of the GTR isfulfilled. Currently that responsibility falls to the GTI Secretariat, a professionaland well-established organization that has the skills and enthusiasm to ensurethe success of this proposed MTD Program.They GTI Secretariat is the one agency that is positioned to coordinate thevarious activities associated with the full launch of the program including:• Ensuring the capacity building needs are met,• Branding and marketing strategies are implemented• Visitor services levels are achieved• Basic environmental objectives are met       20