By Bryan Manabat
bryan@mvariety.com
Variety News Staff
THE CNMI tourism industry faced mounting challenges in 2025, but it also launched a global rebranding campaign aimed at redefining the Marianas’ identity in international markets.
Visitor arrivals remained below pre-pandemic levels as limited air service and strong competition from other destinations weighed on recovery. The Marianas Visitors Authority acknowledged the difficulties but said new branding initiatives are beginning to show results.
Global branding campaign launched
“We’ve never done rebranding, and we’ve never had a consistent message about how we want to present ourselves to the world,” said MVA Managing Director Jamika R. Taijeron. “This campaign is about telling our story in a way that resonates with younger generations and travelers seeking authentic experiences.”
The Brand Identity Marketing Strategy, rolled out in late 2025, targeted key markets such as Japan and Korea. Taijeron reported a 42% increase in arrivals from Japan in October, attributing the growth to active marketing and digital outreach. Overall, however, MVA recorded 10,793 arrivals in October — down 29% from October 2024. November arrivals fell further to 8,618, a 30% drop year-on-year, underscoring the fragile nature of the recovery.
Hotels see low occupancy
Hotel occupancy mirrored the decline. The Hotel Association of the Northern Mariana Islands reported an average occupancy rate of just 17% in November — the lowest November rate in 13 years outside of the pandemic.
Of 62,052 available room nights, only 10,736 were sold, compared to 17,292 in November 2024. The average room rate was $102.65, also the lowest November rate in more than a decade.
Challenges remain
Industry leaders cautioned that the gains from rebranding remain fragile. Air seat capacity is limited, with carriers hesitant to expand routes amid uncertain demand. Rising operational costs, workforce shortages, and regional competition add further strain.
Taijeron acknowledged the challenges but stressed that rebranding is a long-term investment. “We are working to reposition the Marianas globally, not just as a beach destination, but as a place where culture, environment, and community come together,” she said.
Looking ahead
Stakeholders also highlighted the need for infrastructure improvements and diversification of attractions to sustain growth. Environmental sustainability and community engagement were identified as priorities for the industry’s future.
Despite the hurdles, 2025 marked a turning point for CNMI tourism. The rebranding campaign, combined with modest gains in Japanese arrivals, provided cautious optimism heading into 2026.
“Tourism is the lifeblood of the CNMI economy,” Taijeron said. “We must continue to adapt, innovate, and strengthen our partnerships to ensure the Marianas remains competitive.”
Bryan Manabat was a liberal arts student of Northern Marianas College where he also studied criminal justice. He is the recipient of the NMI Humanities Award as an Outstanding Teacher (Non-Classroom) in 2013, and has worked for the CNMI Motheread/Fatheread Literacy Program as lead facilitator.
