1. Multi Destination Tourism ProjectVladivostok, Primorsky
Krai, Russia October 10, 2012
2. Presentation Structure Cross border Tourism Tourism Routes
Obstacles Action Plan Planning and development Marketing Strategy
FAM Trip Database Memorandum ofUnderstanding
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. ROUTE 1: Land and Cruise
15. ROUTE 2: Yanji/Yanbian, ChangbaiMountain + Region to
Changchun
16. ROUTE 3: Mongolian Heritage in Khentii Province + Lake
Baikal
17. Route 4: Jilin - Primorsky (Vladivostok) Lake Khanka or
Furugelm Island
18. ROUTE 5: Heixiazi Island Ecotourism
19. ROUTE 6: Manzhouli and SouthernSiberia/Lake Baikal
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. Tourism RouteImplementationAction Planand Marketing
StrategyStrategic planningInfrastructure and attractionsTraining
and Capacity buildingImplementation of responsibletourism
standardsMarketing Strategy and Budget
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. Master Planning1. Heixiazi IslandEcotourism Master Plan2.
Tri-Nation TourismGolden Gateway FeasibilityStudy and Master Plan3.
Changbai Mountain andBiosphere Reserve VisitorManagement Plan
26. Golden Gateway (China, Russia, DPRK)
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. 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. 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. 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. 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. 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. 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. 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. Memorandum ofUnderstandingGeographic
coverageObjectivesAreas of cooperation between
partiesImplementationDesignated authorityFinancial
arrangementsParticipation of third partiesAmendmentSettlement of
disputesFinal provisions
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. 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. 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. 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. 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. Thank you for your attentionJames MacGregor International
Tourism Consultant