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.

1. Multi Destination Tourism
Project
Vladivostok, Primorsky Krai, Russia
October 10, 2012

2. Presentation Structure
 Cross border Tourism
 Tourism Routes
 Obstacles
 Action Plan
 Planning and development
 Marketing Strategy
 FAM Trip
 Database
 Memorandum of
Understanding

4. 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, Cambodia
Opportunity; position the GTR as a leading
international cross-border tourism destination

5. 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

6. 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

7. 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

8. Tourism Route Gateways
A) B) Hohhot Gateway
Changchun/Harbin/Shen travel to Inner Mongolia
yang Corridor Gateway
to; 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

9. Khanka Lake
Heixiazi Island Vladivostok
Furugelm Island
Harbin
Golden Gateway
Changchan Hunchun
Rason, DPRK
Chita and Lake Baikal
Donghae (ROK)
Khentii, Dornod Aimag
Shengyang
Ulaanbaatar
BEIJING
Chita and Lake Baikal
Hohhot Sakaiminato,
Manzhouli Japan
GTR Tourism Route
Development Concept

10. 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

11. 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

12. 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

13. 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)

14. ROUTE 1: Land and Cruise
Day 1 Changchun, Visit attractions
Day 2 Hunchun, Dragon and Tiger Observation
Tower, Overnight in Hunchun.
Day 3 Vladivostok,
Day 4 Vladivostok, departure on Eastern Dream
Day 5 Arrival Donghae; departure for
Sakaiminato,
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 Tottori
Prefecture.
Day 7 Sand Dunes Museum, departure for
Kyoto
Day 8 Kyoto and afternoon train to Tokyo
Day 9 Tokyo (Narita or Haneda Airport
Day 10 Departure for Beijing or international
points of origin

15. ROUTE 1: Land and Cruise

16. ROUTE 2: Yanji/Yanbian, Changbai
Mountain + Region to Changchun

17. ROUTE 3: Mongolian Heritage in
Khentii Province + Lake Baikal

18. Route 4: Jilin - Primorsky (Vladivostok) –
Lake Khanka or Furugelm Island

19. ROUTE 5: Heixiazi Island Ecotourism

20. ROUTE 6: Manzhouli and Southern
Siberia/Lake Baikal

21. ROUTE 7: Tea Road Ecotourism Trip

22. Route 8: Shenyang/Dalian – Incheon (ROK) –
Donghae – Vladivostok -Hunchun

23. Sustainable Tourism Route Criteria
Meeting needs and expectations of the ecotourism market
Establishing 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

24. Tourism Route
Implementation
Action Plan
and Marketing Strategy
Strategic planning
Infrastructure and attractions
Training and Capacity building
Implementation of responsible
tourism standards
Marketing Strategy and Budget

25. Infrastructure + Route Planning
Planning of selected
tourism 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

26. Master Planning
1. Heixiazi Island
Ecotourism Master Plan
2. Tri-Nation Tourism
Golden Gateway Feasibility
Study and Master Plan
3. Changbai Mountain and
Biosphere Reserve Visitor
Management Plan

27. Golden Gateway (China, Russia, DPRK)

28. 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

29. Overall Market Analysis
International Trips
2010: 934 million 2012 est: 1 billion
Asia and Pacific (2010): 200 million, 22% of arrivals
China: 3rd inbound arrivals, 4th inbound expenditure
2015: China 1st inbound arrival and expenditure
GTR Country arrivals
China: 70 million (2012)
ROK: 8.8 million
Russia: 22.3 million (2010)
Mongolia: 457,ooo (2010)

30. Tourism Routes Market
Priority 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 Russia
China: Domestic Tourism
2012 est. 2 billion, 2015: 2. billion, 2020: 3.3 billion
China Outbound
2011; 70 million trips, up 22% 2020 est. 100 million
Top 2 Destination: Japan, 1.56 M and ROK, 1.46M
China Inbound Arrivals; (1) Japan, (2) ROK, (3) Russia (8)
Mongolia

31. 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

32. Marketing Goals
Position the GTR as the most popular national and
international cross-border tourism destination in the
world.
Ensure cross-border tour itineraries become
significant tourism activities within the GTR.
Generate adequate volume to have an impact on job
creation, training, rural development and SME’s
Distribute tourism benefits throughout the GTR
Encourage cooperative marketing, planning and
research (GTR Database)

33. 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

34. 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

35. GTR Database
1. International Statistics
2. Asia Pacific and Northeast Asia
3. National; CN, RU, ROK, Mongolia
4. 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
• Motivation
5. Private Sector (receptive, domestic,
etc.)
a. Average volume
b. Client profile
c. Current product

36. Memorandum of
Understanding
Geographic coverage
Objectives
Areas of cooperation
between parties
Implementation
Designated authority
Financial arrangements
Participation of third parties
Amendment
Settlement of disputes
Final provisions

37. MOU Objectives
Cooperate to facilitate travel between the various parties
in the GTR and Northeast Asia, address common issues
Coordinate all activities required to expand cross-border
tourism
Strengthen tourism partnerships
Adopt highest standards of sustainable tourism planning,
development procedures and practices
Mutual assistance for human resource development
Explore avenues of cooperation, joint promotions, cross-
border product development and sharing information.

38. 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

39. Areas of Cooperation Between
Parties
Cooperatively sponsor cross-border tour operator and
media familiarization tours that demonstrate the tourism
assets of several countries within the Greater Tumen
Region.
Jointly organize seminars, workshops and face-to-face
meetings, to explore new development opportunities and
marketing channels.
Implement any other activities
To improve, expand and upgrade infrastructure, tourism
development opportunities, training and promotion through
mutual cooperation between the parties

40. Areas of Cooperation Between
Parties
1. Co-sponsor Cross-border FAM tours
2. Jointly organize training seminars and
workshops, planning sessions
3. Joint participation; travel trade and consumer shows,
exhibitions, festivals, international conferences
4. Develop multi-destination tourism products
5. Continued liberalization of visa regulations
6. Coop marketing and promotional activities
7. Joint efforts to enhance travel security and safety
8. Continued development of GTI Tourism Database

41. Designated Authority
Responsible for the implementation of MOU on behalf
members 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

42. Thank you for your attention
James MacGregor
International Tourism Consultant