1. 1. Multi Destination Tourism ProjectVladivostok, 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 ofUnderstanding
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/Shentravel to Inner Mongoliayang Corridor Gatewayto;Manzhouli, southernChangbai Mountain and Yanbian, Siberia (Russia) and LakeHeixiazi IslandBaikalHunchun and RajinChangchun/Hunchun to C) Ulaanbaatar GatewayVladivostok and Area for travel to Khentii +Hunchun for travel toVladivostok, Donghae and Dornod aimag and LakeSakaiminato (Eastern Dream)Baikal (Russia)Ferry travel from Dalian toIncheon ROK
8. 8. Khanka Lake Heixiazi IslandVladivostok Furugelm IslandHarbin Golden Gateway Changchan Hunchun Rason, DPRKChita and Lake BaikalDonghae (ROK) Khentii, Dornod Aimag ShengyangUlaanbaatarBEIJINGChita and Lake Baikal Hohhot Sakaiminato, ManzhouliJapanGTR Tourism RouteDevelopment Concept
9. 9. Route Selection Criteria Market-based attractions mix natural, cultural, heritage, village, urban, iconic, etcSupport Rural + Community DevelopmentReinforce 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 GTRLink nature-based ecotourism attractions Build on Urban Gateways and Airports
10. 10. Obstacles to Route DevelopmentLack of knowledge of the Greater Tumen RegionVisa restrictions and cross border formalitiesSeasonalityInadequate Hospitality and Guide servicesInadequate transportation infrastructure and servicesInadequate Rural Tourism Product and ServicesLack of quality planning guidelines and standardsLack of sustainable tourism and ecotourism visitorservices and facilities
11. 11. Tourism Route Priorities (1) SHORT TERM Route 1: Land and Cruise Ship (Eastern Dream) (10days)China (Jilin Province), Russia, ROK (Gangwon), Japan,(Tottori) Route 2: Yanji/Yanbian to Changbai Mountain and Region toChangchun ( 7 days) Route 3: Ulaanbaatar, Khentii and Dornod Province and LakeBaikal/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 TERMRoute 5: Changchun, Harbin to Heixiazi Island (Fuyuanand Khabarovsk ) Ecotourism Experience; (8 days)Route 6: Hohhot to Manzhouli and SouthernSiberia/Lake Baikal (Inner Mongolia and Russia) (9days)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 toVladivostok 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 SouthernSiberia/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 standardsPrepare and display an environmental policyEnergy conservation and Water conservationWaste managementLocal hiring and purchasing policiesFair wage practices and working conditionsGreen marketing techniquesContribution to local communityReduction of toxic and hazardous chemicalsEstablishing 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 Trips2010: 934 million2012 est: 1 billionAsia and Pacific (2010): 200 million, 22% of arrivalsChina: 3rd inbound arrivals, 4th inbound expenditure2015: China 1st inbound arrival and expenditureGTR Country arrivalsChina: 70 million (2012)ROK: 8.8 millionRussia:22.3 million (2010)Mongolia:457,ooo (2010)
29. 29. Tourism Routes MarketPriority Markets for the GTR Tourism RoutesChinese domestic marketGTR Regional outbound marketGTR member domestic (internal) marketsInternational market to GTR Particularly from ROK, Japan, Taiwan, Far East RussiaChina: Domestic Tourism2012 est. 2 billion, 2015: 2. billion, 2020: 3.3 billionChina Outbound2011; 70 million trips, up 22% 2020 est. 100 millionTop 2 Destination: Japan, 1.56 M and ROK, 1.46MChina Inbound Arrivals; (1) Japan, (2) ROK, (3) Russia (8)Mongolia
30. 30. Tourism TrendsIncreased domestic, outbound Chinese tourismExpanding China middle class; 800 million by 202725 million first time Chinese traveller every year (70,000/day)Increased traveller sophistication; demand for qualityExperienced professional Hospitality ServicesIncreased use of travel technology, social mediaTargeted Marketing and Cooperative CampaignsActivity + Value based travel experiencesQuality infrastructure and visitor servicesGrowth 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 SMEsDistribute tourism benefits throughout the GTREncourage cooperative marketing, planning andresearch (GTR Database)
32. 32. Marketing Budget 3-year GTR marketing expenditure: $740,000Preparation of:Branding StrategyIntegrated Marketing StrategyDistributed amongst 7 jurisdictionsbetween $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 mixChinese tour operators/travel agents; 4 participantsRussian, Korean, Japanese tour operators/ travel agent ;3-4International tour operators and travel agents; 2Chinese, 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 ofUnderstandingGeographic coverageObjectivesAreas of cooperation between partiesImplementationDesignated authorityFinancial arrangementsParticipation of third partiesAmendmentSettlement of disputesFinal 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 BetweenPartiesShare: Best practices and case studies Appropriate travel information Development plans Resources, statistics and training programsPromote 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 activitiesTo improve, expand and upgrade infrastructure, tourismdevelopment opportunities, training and promotion throughmutual 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 supportin the supervision, coordination and review ofcooperation projects, programs and activities; andCoordinating and monitoring all approved projects,programs and activities under the work programs and/orplans with the relevant coordinating bodies andconcerned tourism departments and/or agencies
41. 41. Thank you for your attentionJames MacGregor International Tourism Consultant