By Pacific Island Times News Staff
Saipan– The Marianas Visitors Authority has launched a new campaign that seeks to attract young Japanese travelers.
The “Marianas Blues” campaign is posted on social media platforms and bus and train stations, targeting millennials and Gen Z adventure seekers, cultural explorers and wellness enthusiasts.
“This campaign is our latest effort to target a new generation of Japanese travelers, most of whom have heard of Saipan and the Marianas but have never been here,” said Christopher A. Concepcion, MVA managing director.
“It brings the Marianas closer to those seeking serene destinations over overcrowded tourist spots and those desiring more profound experiences rather than just sightseeing. This is something younger travelers are looking for," he added.
MVA said the campaign was conceptualized and produced by the ad agency UltraSuperNew, whose clients have included American Express, Porsche, Heineken and other prestigious international brands.
Known for their blue skies and deep oceans, islands in the Northern Marianas offer “a chance to experience many shades of blue in a single day.”
Through imagery and words, the main commercial video reflects the unique charm of the islands by connecting “Marianas Blue” to various moments, times, and landscapes, conveying the quiet luxury that is unique to these islands.
“The ‘Shhh. Between You and I.’ campaign is refreshing and has a different vibe that will help entice the younger generation to consider the multi-island Marianas as their parents once considered Saipan, a ‘must see,’” said Thomas Kim, MVA marketing manager.
“The goal of this campaign is to encourage people to share this secret with those who are like-minded and those who are also seeking a new vacation destination," he added.
The campaign conceptualization notes that millennial and Gen Z travelers share a common eco-conscious mindset, prioritizing experiences over possessions and valuing cost performance.
They are also increasingly focused on ethical living and contributing to social good. The campaign is founded on the pillars of Community, Nature, Mindfulness and Immersion – or CNMI.
MVA continues to explore new markets in a bid to speed up tourism recovery in the face of erratic numbers.
The Hotel Association of the Northern Mariana Islands today reported a 41 percent average occupancy rate among 11 member hotels for June 2024,
a 12 percent decrease compared to 47 percent in June 2023.
A total of 25,862 of 62,972 available room nights were sold during June 2024 compared to 29,275 of 62,619 available rooms sold in June 2023. The average room rate was $121.79 compared to $131.03 in June.
“May and June are typically high season for the hotels, but this year we have a decrease in both occupancy rates and room rates compared to last year, resulting in continued low tax revenue generation and employment levels,” said Dennis Seo, HANMI chairman.
“Again, as a destination we need to take action what is within our control to reverse this decline, (such as) supporting the reinstatement of Annex VI, empowering the Marianas Visitors Authority to actively promote in the China market, and supporting flights through Commonwealth Ports Authority initiatives," he added.
Other challenges facing the Marianas tourism economy are the strength of the U.S. dollar against the Korean won and Japanese yen, increased operational costs, intensified competition from other beach resort destinations, and the lack of a strong third source market.
Overall, tax contributions by HANMI member hotels are down 59 percent this calendar year compared to the same period in 2019 before the pandemic.
Business gross receipt tax from room sales paid by HANMI member hotels are estimated at approximately $1.1 million so far this calendar year compared to $2.6 million paid in 2019.
In addition, hotel occupancy tax paid has decreased from $7.7 million pre-pandemic year-to-date compared to $3.2 million this year. In addition, employment by HANMI member hotels has decreased from approximately 2,500 employees several years ago to 1,340 employees today.
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