Northeast Asia Cross Border Tourism Presentation


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Presentation was made at the Consultative Committee Meeting in Vladivostok. It included A detailed description of the 10 cross border tourism routes between Northeast China, inner Mongolia, Mongolia, North Korea, South Korea, Far East Russia and west coast Japan. The presentation also included a market assessment [particularly the domestic Chinese market], detailed day by day itinerary description, a Memorandum of understanding between the various jurisdictions, A description of two FAM Trip, a marketing strategy and an implementation action plan.

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Northeast Asia Cross Border Tourism Presentation

  1. 1. Multi Destination Tourism Project Vladivostok, Primorsky Krai, Russia October 10, 2012
  2. 2. Presentation Structure Cross border Tourism Tourism Routes  Obstacles Action Plan  Planning and development Marketing Strategy FAM Trip Database Memorandum of Understanding
  3. 3. Cross-border Tourism Concept Multi destination tourism development a relatively new and creative approach 4 nations, 4 cultures, multiple experiences Western Europe: “If this is Belgian it must be Tuesday” Southern Africa; SA, Namibia, Botswana, Zimbabwe Danube River Corridor; Austria, Hungary, Romania Mekong River and Delta; Vietnam, Laos, CambodiaOpportunity; position the GTR as a leadinginternational cross-border tourism destination
  4. 4. Cross-Border Tourism Concept Progressive; new, experiential (culture, landscape, heritage) appealing and financially viable Positioning and Branding the region Response to Market Interest Urban Chinese market (domestic) desire to experience a different country China : Shopping, cultural attractions and natural areas Russia: Interest in shopping, discovery, medical Chinese interest in ROK, DPRK, Japan, Mongolia
  5. 5. Cross border Tourism Routes Criteria 1. Market-driven: GTR regional; provincial, krai, aimag Member states; domestic and trans-border outbound/inbound International inbound/outbound 2. Promote intercultural exchange and Cooperation between GTR member states and South Siberia, Rason (DPRK) and Japan Tottori Prefecture 3. Support Regional sustainable economic development Job Creation (women, youth), Support small businesses 4. Create New Private Sector Opportunities
  6. 6. Cross border Tourism Routes Criteria 5. Reinforce Ecotourism and Sustainable Tourism Development Nature and cultural interpretation Biodiversity and cultural heritage protection 6. Shared HRD/Training Programs Hospitality, tourism business planning and management, marketing, tour product development, guide services 7. International quality; planning, design and management 8. Harmonization of standards; quality assurance, sustainability and UA across the GTR
  7. 7. Tourism Route GatewaysA) B) Hohhot GatewayChangchun/Harbin/Shen travel to Inner Mongoliayang Corridor Gatewayto; Manzhouli, southern Changbai Mountain and Yanbian, Siberia (Russia) and Lake Heixiazi Island Baikal Hunchun and Rajin Changchun/Hunchun to C) Ulaanbaatar Gateway Vladivostok and Area for travel to – Khentii + Hunchun for travel to Vladivostok, Donghae and Dornod aimag and Lake Sakaiminato (Eastern Dream) Baikal (Russia) Ferry travel from Dalian to Incheon ROK
  8. 8. Khanka Lake Heixiazi Island Vladivostok Furugelm Island Harbin Golden Gateway Changchan Hunchun Rason, DPRKChita and Lake Baikal Donghae (ROK) Khentii, Dornod Aimag Shengyang Ulaanbaatar BEIJINGChita and Lake Baikal Hohhot Sakaiminato, Manzhouli Japan GTR Tourism Route Development Concept
  9. 9. Route Selection Criteria Market-based attractions mix  natural, cultural, heritage, village, urban, iconic, etcSupport Rural + Community DevelopmentReinforce cooperation between member countries Identified by Tourism Administrations Build on current infrastructure, accommodation, visitor services, transportation connections Diverse activities cultural heritage, history, shopping, and nature interpretation. Strengthen local economies and SME across entire GTRLink nature-based ecotourism attractions Build on Urban Gateways and Airports
  10. 10. Obstacles to Route Development Lack of knowledge of the Greater Tumen Region Visa restrictions and cross border formalities Seasonality Inadequate Hospitality and Guide services Inadequate transportation infrastructure and services Inadequate Rural Tourism Product and Services Lack of quality planning guidelines and standards Lack of sustainable tourism and ecotourism visitor services and facilities
  11. 11. Tourism Route Priorities (1) SHORT TERM Route 1: Land and Cruise Ship (Eastern Dream) (10 days)China (Jilin Province), Russia, ROK (Gangwon), Japan, (Tottori) Route 2: Yanji/Yanbian to Changbai Mountain and Region to Changchun – ( 7 days) Route 3: Ulaanbaatar, Khentii and Dornod Province and Lake Baikal/Ulan-Ude – (10 days) Route 4: Changchun – Hunchun – Vladivostok (8 days) Option 1: Lake Khanka - Khankaisky reserve Option 2: Furugelm Island
  12. 12. Tourism Route Priorities (2)INTERMEDIATE TERM Route 5: Changchun, Harbin to Heixiazi Island (Fuyuan and Khabarovsk ) Ecotourism Experience; (8 days) Route 6: Hohhot to Manzhouli and Southern Siberia/Lake Baikal (Inner Mongolia and Russia) – (9 days) Route 7: The Tea Road, Hohhot (China) to Ulaanbaatar (Mongolia) to Ulan-Ude (Russia) (9 days) Route 8: Shenyang to Dalian to Incheon to Donghae to Vladivostok to Hunchun/Yanji – (10 days)
  13. 13. ROUTE 1: Land and CruiseDay 1 Changchun, Visit attractionsDay 2 Hunchun, Dragon and Tiger ObservationTower, Overnight in Hunchun.Day 3 Vladivostok,Day 4 Vladivostok, departure on Eastern DreamDay 5 Arrival Donghae; departure forSakaiminato,Option 1 Stay in region until vessel returns in 3 days.Option 2 continue on a multi-day tour back to Seoul.Day 6 Sakaiminato, sand dunes of TottoriPrefecture.Day 7 Sand Dunes Museum, departure forKyotoDay 8 Kyoto and afternoon train to TokyoDay 9 Tokyo (Narita or Haneda AirportDay 10 Departure for Beijing or internationalpoints of origin
  14. 14. ROUTE 1: Land and Cruise
  15. 15. ROUTE 2: Yanji/Yanbian, ChangbaiMountain + Region to Changchun
  16. 16. ROUTE 3: Mongolian Heritage in Khentii Province + Lake Baikal
  17. 17. Route 4: Jilin - Primorsky (Vladivostok) – Lake Khanka or Furugelm Island
  18. 18. ROUTE 5: Heixiazi Island Ecotourism
  19. 19. ROUTE 6: Manzhouli and Southern Siberia/Lake Baikal
  20. 20. ROUTE 7: Tea Road Ecotourism Trip
  21. 21. Route 8: Shenyang/Dalian – Incheon (ROK) – Donghae – Vladivostok -Hunchun
  22. 22. Sustainable Tourism Route CriteriaMeeting needs and expectations of the ecotourism marketEstablishing environmentally responsible standards Prepare and display an environmental policy Energy conservation and Water conservation Waste management Local hiring and purchasing policies Fair wage practices and working conditions Green marketing techniques Contribution to local community Reduction of toxic and hazardous chemicals Establishing sustainable tourism certification program
  23. 23. Tourism RouteImplementationAction Planand Marketing StrategyStrategic planningInfrastructure and attractionsTraining and Capacity buildingImplementation of responsibletourism standardsMarketing Strategy and Budget
  24. 24. Infrastructure + Route PlanningPlanning of selectedtourism routes Hunchun To Vladivostok Highway Yanji to Changbai Mountain to Changchun Changchun/Harbin to Heixiazi Island Rason Zone (DPRK) Development Guidelines Tour options within east coast ROK Inner Mongolia/southern Siberia route through to Chita, Ulan-Ude and Lake Baikal Tea Road Tourism Corridor
  25. 25. Master Planning1. Heixiazi IslandEcotourism Master Plan2. Tri-Nation TourismGolden Gateway FeasibilityStudy and Master Plan3. Changbai Mountain andBiosphere Reserve VisitorManagement Plan
  26. 26. Golden Gateway (China, Russia, DPRK)
  27. 27. Planning + Training Programs Sustainable Tourism and Ecotourism Standards GTR Harmonized Quality Assurance and Eco-certification standards and certification program and management International tourism site planning, architecture (sustainable) and engineering guidelines Quality assurance eco-certification operations guidelines manual Quality Assurance and Eco-certification standards Tourism Route Planning, Management + Marketing Infrastructure and Tourism Facility Planning and Operations Guide and Hospitality Services; language instruction
  28. 28. Overall Market AnalysisInternational Trips 2010: 934 million 2012 est: 1 billionAsia and Pacific (2010): 200 million, 22% of arrivals China: 3rd inbound arrivals, 4th inbound expenditure 2015: China 1st inbound arrival and expenditureGTR Country arrivals China: 70 million (2012) ROK: 8.8 million Russia: 22.3 million (2010) Mongolia: 457,ooo (2010)
  29. 29. Tourism Routes MarketPriority Markets for the GTR Tourism Routes Chinese domestic market GTR Regional outbound market GTR member domestic (internal) markets International market to GTR Particularly from ROK, Japan, Taiwan, Far East RussiaChina: Domestic Tourism 2012 est. 2 billion, 2015: 2. billion, 2020: 3.3 billionChina Outbound 2011; 70 million trips, up 22% 2020 est. 100 million Top 2 Destination: Japan, 1.56 M and ROK, 1.46MChina Inbound Arrivals; (1) Japan, (2) ROK, (3) Russia (8)Mongolia
  30. 30. Tourism Trends Increased domestic, outbound Chinese tourism Expanding China middle class; 800 million by 2027 25 million first time Chinese traveller every year (70,000/day) Increased traveller sophistication; demand for quality Experienced professional Hospitality Services Increased use of travel technology, social media Targeted Marketing and Cooperative Campaigns Activity + Value based travel experiences Quality infrastructure and visitor services Growth in socially and environmentally responsible tourism

  31. 31. Marketing GoalsPosition the GTR as the most popular national andinternational cross-border tourism destination in theworld.Ensure cross-border tour itineraries becomesignificant tourism activities within the GTR.Generate adequate volume to have an impact on jobcreation, training, rural development and SME’sDistribute tourism benefits throughout the GTREncourage cooperative marketing, planning andresearch (GTR Database)
  32. 32. Marketing Budget 3-year GTR marketing expenditure: $740,000 Preparation of: Branding Strategy Integrated Marketing Strategy Distributed amongst 7 jurisdictions between $25,000 and $50,000 per year depending on location. 20% contribution by the private sector ($145,000) Highest expenditures in major source markets  Southern/urban China, Japan, Taiwan and ROK  E-marketing, social media and green marketing  Coop marketing opportunities
  33. 33. FAM Trip FAM Trip Itineraries  Changchun/Hunchun – Vladivostok (Eastern Dream) to Donghae (ROK) to Tottori (Japan) – Tokyo  Hohhot – Manzhouli – Chita – Ulaanbattar – Khentii/Dornod Regional and international travel trade/media mix Chinese tour operators/travel agents; 4 participants Russian, Korean, Japanese tour operators/ travel agent ;3-4 International tour operators and travel agents; 2 Chinese, Korean Russian, Japanese media; 4 Provincial/municipal administration officials
  34. 34. GTR Database1. International Statistics2. Asia Pacific and Northeast Asia3. National; CN, RU, ROK, Mongolia4. GTR Regional (province, Krai, aimag)• Domestic, inbound, outbound • 2009-2015, estimates to 2015, growth rates• Expenditures; accommodation, shopping, etc.• Age, Party composition• Length of trip, mode of travel• Motivation5. Private Sector (receptive, domestic,etc.) a. Average volume b. Client profile c. Current product
  35. 35. Memorandum ofUnderstandingGeographic coverageObjectivesAreas of cooperation between partiesImplementationDesignated authorityFinancial arrangementsParticipation of third partiesAmendmentSettlement of disputesFinal provisions
  36. 36. MOU ObjectivesCooperate to facilitate travel between the various partiesin the GTR and Northeast Asia, address common issuesCoordinate all activities required to expand cross-bordertourismStrengthen tourism partnershipsAdopt highest standards of sustainable tourism planning,development procedures and practicesMutual assistance for human resource developmentExplore avenues of cooperation, joint promotions, cross-border product development and sharing information.
  37. 37. Areas of Cooperation Between PartiesShare: Best practices and case studies Appropriate travel information Development plans Resources, statistics and training programsPromote and Facilitate Cross border and other tourism related projects Tourism promotion between the parties Cooperation amongst the individual municipal or provincial tourism administrations
  38. 38. Areas of Cooperation Between PartiesCooperatively sponsor cross-border tour operator andmedia familiarization tours that demonstrate the tourismassets of several countries within the Greater TumenRegion.Jointly organize seminars, workshops and face-to-facemeetings, to explore new development opportunities andmarketing channels.Implement any other activities To improve, expand and upgrade infrastructure, tourism development opportunities, training and promotion through mutual cooperation between the parties
  39. 39. Areas of Cooperation Between Parties1. Co-sponsor Cross-border FAM tours2. Jointly organize training seminars andworkshops, planning sessions3. Joint participation; travel trade and consumer shows,exhibitions, festivals, international conferences4. Develop multi-destination tourism products5. Continued liberalization of visa regulations6. Coop marketing and promotional activities7. Joint efforts to enhance travel security and safety8. Continued development of GTI Tourism Database
  40. 40. Designated AuthorityResponsible for the implementation of MOU on behalfmembers of the GTR will be the Greater Tumen Initiative(GTI) Secretariat.The GTI Secretariat will assist the parties in: Carrying out their functions including technical support in the supervision, coordination and review of cooperation projects, programs and activities; and Coordinating and monitoring all approved projects, programs and activities under the work programs and/or plans with the relevant coordinating bodies and concerned tourism departments and/or agencies
  41. 41. Thank you for your attention James MacGregor International Tourism Consultant