The multi-faceted project will include an update to the Northern Marianas’ first tourism plan, which was launched in 2006 and entitled, “Strategic Initiatives for 2006-2010.” The new plan will include special sections for Tinian and Rota, as well as incorporate a new tourist exit survey, new brand identity recommendations to assist MVA in marketing the destination, and incremental management steps to aid the CNMI in implementing the plan.
“The last plan was very helpful in helping us to understand our unique challenges in growing tourism in the CNMI, as well as to mobilize a great deal of public and private sector support for the industry,” said MVA Chairwoman Marian Aldan-Pierce. “Tourism is our number one industry, and it’s a best management practice to continue to plan ahead for the future. It’s time to update and build upon what has been done before.”
“Especially recognizing our financial challenges of the CNMI budget, we are very grateful to the Department of the Interior’s Office of Insular Affairs for assisting us in funding this one-year project, which will be an important step to help guide us in improving the CNMI’s tourism industry,” said MVA Managing Director Perry J. Tenorio.
To conduct the work which will incorporate a wide range of feedback from tourism stakeholders over the course of the coming year, MVA is undertaking the project with the help of an independent management consulting firm. Three firms competed in a request for proposals which was advertised by the MVA in 2010. Management Analysis, Incorporated, or MAI, of Vienna, Virginia was selected to perform the work. The plan is expected to be completed by December 2011.
The MAI project team features a multi-national team of experts, inclusive of several individuals who have extensive experience with the CNMI tourism industry’s unique issues and challenges. It also includes experts who have never worked in the CNMI previously who will be able to bring fresh perspectives to the project, along with proven analytical ability and international credentials in conducting market surveys, destination branding, economic studies, and tourism master planning. The team includes the following people who will assist MVA with the project:
Dr. Douglas Frechtling is nationally known in the U.S. for his work in developing economic modeling, survey design, tourism market research, forecasting and tourism policy development. He is currently the chairman of the School of Tourism for George Washington University and was the founding director and chief executive officer of the U.S. Travel Data Center.
Key to the effort in the branding portion of the study will be two experienced creative directors and designers, David Hayter and Chuck Painter of Honolulu, Hawaii. Both have been active in providing tourism industry imagery for international clients and are familiar with the latest trends in design.
Lynn A. Knight is the former chairwoman of the Hotel Association of the Northern Mariana Islands. She has over 20 years of experience in various facets of the tourism industry of the CNMI tourism industry, including 14 years serving public and private sector clients on Saipan, Tinian, Rota via her own advertising and public relations firm.
