Steve Jang
SAIPAN is beautiful — no doubt about it. But in today’s cutthroat tourism market, beauty isn’t enough. Visitors from Japan, Korea, China, Guam, Singapore, Thailand, and Taiwan aren’t just chasing beach photos — they want something real. They crave stories, flavors, healing spaces, and places that feel alive.
That’s where Saipan can shine — if we stop playing small. We already have everything: peace, serenity, consistent weather, rich culture, soul-soothing landscapes, friendly people, stress-free vibes, Beach BBQs, even world-class golf courses. And yet, we’re paying $500,000 to an Australian company to “brand” us? That’s not just wasteful — it’s a slap in the face to our local creatives, entrepreneurs, and cultural stewards.
We don’t need a foreign firm to tell us who we are. What we need is a bold, homegrown vision — a brand that’s as real and rooted as the people who live here.
A living island experience
Let’s think big.
• “Saipan: The Soul of the Pacific” evokes culture, warmth, and authenticity.
• “Beyond the Beach: Discover Saipan” invites visitors to dive into our nature, food, and stories.
• “Where Time Rests and Spirits Rise” speaks to stressed-out city dwellers in Tokyo, Seoul, and Singapore who are looking for peace and warm hospitality and healing or perhaps a local style Beach BBQ.
These aren’t just slogans. They’re invitations to experience who we are — not just what we look like.
Experiences tourists will remember
Today’s traveler wants to live the destination. Here’s what we can offer — and should promote:
• Cultural immersion: Chamorro and Carolinian village shows, traditional canoe rides, tattoo workshops, and hands-on herbal medicine tours.
• Nature and wellness: Sunrise yoga in the Flame Tree forest, WWII hikes, Cliffside meditation, and eco-glamping at Forbidden Island.
• Food tourism: Night markets with local BBQ, Lechon, Yakitori, and Coconut Mango Desserts. A “Saipan Culinary Passport” that encourages visitors to taste their way through local eateries.
• Adventure and Instagram-ready moments: Zip lining from jungle to sea, drone-friendly scenic spots labeled “#OnlyOnSaipan,” and sunset catamaran cruises with live DJs.
Speaking to the right audiences
Every market is different and this is what Saipan should be focusing. We should tailor our messaging:
• Japan: Promote peace, healing, and gentle natural beauty.
• Korea: Emphasize K-Culture, Korean food, shopping, culture and history, scenic views, K-pop music and or perhaps Jeju Island.
• China: Luxury Shopping, iconic landmarks and natural scenery, gourmet experiences and digital conveniences.
• Vietnam: Stunning natural landscape, rich history, street food, vibrant cities and markets, warm hospitality and affordable travel.
• Singapore & Thailand: Clean, safe and organized, world-class attractions, unique.
To MVA and our community: it’s time to look forward — together
Let’s not waste time pointing fingers or assigning blame. The Marianas Visitors Authority has done commendable work, and that deserves recognition. However, now is the time to zoom out and take a long, honest look at the bigger picture.
Who exactly is visiting Saipan? What age groups are we attracting — or losing? Are we delivering the kind of experiences today’s travelers actually want?
Tourists today aren’t just chasing sunsets. They’re looking for meaning, connection, and culture. They want immersive experiences, not just pretty sunsets and Pina Coladas. They crave authentic local food, not another generic fast-food stop.
For every challenge there is an opportunity to improve, redefine what Saipan stands for — not just as a destination, but as a living island. One that’s unspoiled, unscripted, and unforgettable. That makes our island more memorable and unforgettable.
Case in point spending: spending half a million dollars on an Australian firm to “brand” Saipan? That’s not just wasteful — it’s insulting. With that kind of money, we could empower local creatives, boost small businesses, or offer direct incentives to attract tourists.
In the coming days, I’ll share ideas to promote Saipan in a way that lifts everyone—not just big hotels and insiders, but our shops, vendors, artists, and hardworking families.
This island has everything to be the next kind of paradise. Let’s make sure the world finds it — right here at home, with our Hafa Adai and Tirow spirit.
Si Yu’us Ma’åse.
