S James MacGregor GTI Tourism Consultant

Cooperative Planning

GTI Greater Tumen Initiative

Supported by United Nations Development Programme

Forum Organization

S  Organization S  The “Greater Tumen Initiative (GTR)” Secretariat of United Nations

Development Programme; S  Jilin Province Tourism Administration

S  Co-Sponsor S  Yanbian Korean Autonomous Prefecture People's Government

S  Coordinator S  Hunchun Municipal Government S  Northeast Asia Multi-Destination Tourism Cooperation Center

!

Tumen River Delta

Hunchun Fangchuan

Province of

JILIN

Yanbian Korean Autonomous Prefecture

JAPANTottori Nigata

Province of

HEILONG JIANG

!

Province of

LIAONING

!

ROK Gangwon,

Busan Cheju

RUSSIA

Primorsky Krai

Vladivostok

MONGOLIA

Eastern Provinces

DPRKRason Economic

Zone

INNER MONGOLIA Autonomous

Region

!

RUSSIA

Khabarovsk Krai!

Cross border Tourism Network and Connections

Russia Khassan

Area

!

Cross border Tour Planning : Zone Level

S  Itinerary Development within Adjacent Jurisdictions S  Liaoning ➽ (Beijing) ➽ Inner Mongolia ➽ Mongolia

S  Grasslands and Grasslands ecosystem and culture S  Jilin (Changchun) ➽ Heilongjiang (Harbin) ➽ Khabarovsk

S  Urban parks, Amur River Ecotourism S  Jilin (Changchun) ➽ Hunchun/Khassan ➽ Vladivostok

S  Wildlife viewing and coastal zone S  Jilin (Changchun) ➽Hunchun ➽ Rason ➽ Khassan

S  Cross culture experience (Chinese, Korean, Russian) S  Hunchun ➽ Vladivostok ➽ Gangwon/Busan ➽ Tottori

S  Cruise and coastal/beach experience

!

Tumen River Delta

Hunchun Fangchuan

Province of

JILIN

Yanbian Korean Autonomous Prefecture

JAPANTottori Nigata

Province of

HEILONG JIANG

!

Province of

LIAONING

!

ROK Gangwon,

Busan Cheju

RUSSIA

Primorsky Krai

Vladivostok

MONGOLIA

Eastern Provinces

DPRKRason Economic

Zone

INNER MONGOLIA Autonomous

Region

!

RUSSIA

Khabarovsk Krai!

Cross border Tourism Network and Connections

Russia Khassan

Area

Cross border Coastal Theme

Example Zone 1

!

Tumen River Delta

Hunchun Fangchuan

Province of

JILIN

Yanbian Korean Autonomous Prefecture

JAPANTottori Nigata

Province of

HEILONG JIANG

!

Province of

LIAONING

!

ROK Gangwon,

Busan Cheju

RUSSIA

Primorsky Krai

Vladivostok

MONGOLIA

Eastern Provinces

DPRKRason Economic

Zone

INNER MONGOLIA Autonomous

Region

!

RUSSIA

Khabarovsk Krai!

Cross border Tourism Network and Connections

Russia Khassan

Area

NE China – Russia Ecotourism Zone

Example Zone 2

!

Tumen River Delta

Hunchun Fangchuan

Province of

JILIN

Yanbian Korean Autonomous Prefecture

JAPANTottori Nigata

Province of

HEILONG JIANG

!

Province of

LIAONING

!

ROK Gangwon,

Busan Cheju

RUSSIA

Primorsky Krai

Vladivostok

MONGOLIA

Eastern Provinces

DPRKRason Economic

Zone

INNER MONGOLIA Autonomous

Region

!

RUSSIA

Khabarovsk Krai!

Cross border Tourism Network and Connections

Russia Khassan

Area

!

Mongolian Theme Zone

Example Zone 3

5 Phase Tourism Planning Process

Phase 1: Goals and Objectives

Phase2: Resource Analysis

Phase 3: Market

Analysis

Phase 4: Cross border Product

Opportunities

Phase 5: Action Plan

Phase 1: Tourism Development Goals

S  Contributing and Participating in the success of the tourism industry in the GTR and Northeast Asia

S  Identifying your contribution to the development and marketing of the NEA Tourism industry

S  Identifying a cooperation strategy and agreement with your partners and adjacent neighbours

S  Diversifying and expanding the economy of your zone and GTR

S  Attracting the large and growing Chinese Domestic market

S  Positioning your zone as an international destination

Phase 1: Tourism Development Objectives

S  Increasing tourism arrivals in your jurisdiction by X%/year and in the GTR by Y%/year

S  Prepare X number of cross border tourism circuits by 2016, 2018, 2020

S  Create X small business by 2017. 2020

S  Train X number of hospitality employees for the GTR partners

S  Contribute to the cooperative marketing of the GTR and Tumen Delta International Tourism Zone

Phase 2: Resource Analysis

S  Identify unique cross border resources for your zone S  Eastern Mongolia/Inner Mongolia:

S  Grasslands ecosystems/culture/heritage S  Tumen River Delta Area;

S  Wetlands, Coastal and rRver Environment S  Est Coast of ROK :

S  Coastal Beaches and Cruising S  Primorsky Krai:

S  Marine island resources S  Harbin: Winter Festival

S  Integrate resources and products into GTR Network

Phase 2: Infrastructure

S  Highways and Services (Signage and Information), Airports

S  Trail Systems (hiking, cycling, interpretation)

S  Water/Sewage Treatment, Waste management

S  Conservation Areas and Reserves

S  Green Technologies and Architecture S  Energy and water conservation, recycling, composting

S  Traditional Architecture

Phase 2: Human Resources + Training Institutes

S  Accommodation S  Reception, housekeeping, kitchen, management, marketing

S  Packages Tours S  Tour management, guides, drivers

S  Attractions + Special Events S  Managers, marketing specialists, interpretation, operations

S  Food Services S  Kitchen, dining, catering, etc

Phase 2: Information Services and Organization Structure

S  Marketing and Information Services S  Website and mobile apps S  Brochures and catalogues S  Marketing/advertising and research budget

S  Documentation and Local Information S  Natural, Cultural, Heritage resource reports and documents

S  Organizations and Agencies and Key Stakeholders S  Public (provincial, municipal) tourism departments S  Private sector associations (accommodation, tour operators,

environmental, handcraft, etc.) and NGO’s

Phase 3: Market Analysis

S  Regional Outbound Market S  GTR included 2 largest outbound in the world (China and

Russia) S  150 million travellers (2014), 275 million (2020) S  10% - 15% Growth rates

S  China is No. 1 ROK and Mongolia market

S  China Domestic Market S  3.8 billion trips (2014) to 6 billion (2020) S  15% annual growth rates

Phase 3: Market Trends

S  Increased demand (China, ROK) for independent travel S  Provide a sense of freedom, discovery and adventure

S  Interest in experiential travel and ‘creative tourism’: authenticity, ecotourism, cultural heritage, participatory activities, water-based activities, meeting locals, etc.

S  Rapid growth of MOBILE and Social media marketing and expect an instant response to inquiries

S  New demand for environmentally responsible travel and accommodation that meets international standards.

S  Interest in clean, non polluted destinations

Phase 3: Market Analysis

S  Greater Tumen Region Source Markets S  Primary Markets

S  GTR Regional 2nd tier cities: Changchun, Harbin, Vladivostok, S  China Domestic 1st tier cities: Beijing, Shanghai

S  Secondary Markets S  China Domestic 2nd 3rd tier cities (Shenyang, Dalian, etc) S  Far east Russia, South Korea, Japan

S  Seniors Market (200 million over 60) S  Higher spending but price sensitive, shoulder season travel S  no crowds

Phase 3: Market Expectations

S  Primary (Urban Chinese) Market S  High expectations and immediate response to their needs

S  ”Give them what they want!”) S  Demand Flexibility and last minute change to itineraries

S  Authentic accommodation and cultural experiences S  Availability of UnionPay, WiFi, Room amenities, etc. S  Itineraries reflect hobbies, special interest and tastes

S  Culture, arts and craft, hiking, nature interpretation, shopping S  Entertainment and recreation facilities

Phase 3: Social Media Analysis

S  Social Media Statistics S  600 million Chinese active on microblogs S  WeChat has 600 million users worldwide

S  ‘Digital Natives’: use of online bookings, mobile technologies, social media

S  Using Weibo to meet the primary market consumer needs S  Connect with new independent traveller S  Present unique GTR experiences

S  Attractive/high value content (video and photo), reposting travellers experience

Product/Market Matching

RESOURCES

Natural, Heritage, Cultural, Attractions, Parks and

Landscapes

OUTBOUND/INBOUND MARKETS

Ecotourism Beach and Mountain Tourism

Heritage

SERVICES

Accommodation, Food Services, Tour Operators, Public Services,

DOMESTIC MARKETS Special Cultural Events, Cycling

Routes, nature observation

Cross border Tourism Circuit

Accommodation Food Services

Attractions Parks

Heritage Sites

Visitor Services,

Information, Reception

Safety and Security, Hygiene Utilities

Transportation Vehicles

Infrastructure

PHASE 4: Product Opportunities

Cross Border Tours Nature, Heritage, Culture,

Sightseeing

Attractions Information Centers, Historic,

Museums, Park, Galleries

Accommodation Hotel, ecolodge, resorts

Visitor Services Transportation, Interpretation,

etc.

Theme/Brand

Prepare International Standards

International Standards

S  1. Quality Assurance Standards S  Exterior Layout and Landscaping

S  Architecture and materials, parking, access, gardens and paths S  Reception: available information, friendliness, washrooms S  Rooms: Size, furniture (bed, desk) and fixtures, amenities

S  Entertainment: TV, WiFi, DVD S  Kitchen: equipment, cleanliness, layout

S  Meals: quality, diversity and options, freshness S  Dining Area: Size, layout, buffet, table setting S  Recreation area: activities, facility maintenance, etc.

International Standards

S  2. Environmental Standards S  Environmental Policy, Linen Policy, EIA S  Waste Management (recycling, composting) and Audit S  Water Conservation and monthly Audit

S  (low flow faucets, shower heads, drip irrigation, etc.)

S  Green Team and Staff Environmental Training S  No pesticides or toxic chemicals (cleaners and solvents) S  Support for local community projects

International Standards

S  3. Universal Accessibility Standards S  Appropriate parking space (size, location, identification) S  Barrier-free Access from parking to reception S  Adequate Entrance door and Reception Desk S  Corridor Width, lighting and Signage S  Guest Rooms and Equipment (1 room for every 15)

S  Door width, storage area, desk, access around bed S  Bathroom: sink and shower access

S  Dining Room: table height, signage, menu

Contribution to Regional Cross Border Tourism

Tumen DELTA

Tour Product

Training

Marketing

Standards

Contribution to Regional Cross Border Tourism

S  Each Zone Define its particular Contribution to the GTR

S  1. Develop Area Tour Products (2015 -2016) S  At least 2 cross border itineraries (packages) within your zone S  Coordinate all components of the package including private

and public sector (province, municipality)

S  2. Prepare Tour Product Marketing S  Prepare destination and tour product marketing strategy S  Conduct additional and on-going research S  Allocate adequate cooperative (public and privates) budget

Contribution to Regional Cross Border Tourism

S  3. Offer Tourism/Hospitality Training Programs S  Assess regional tourism training needs (management, staff) S  Identify local (zone) training programs and institutes S  Prepare Training PPP (Private Public Partnerships) Program

S  4. Prepare International Standards (accommodation, restaurants) S  Identify quality, environmental and UA standards S  Design Certification Program and management structure S  Train assessors (Local and regional) S  Assess all facilities within the proposed itineraries by 2016

Action Plan Components

Action Plan

Tourism Development

Activity

Timeline Responsibility

Cost Estimates Funding Sources

Action Plan Layout

Activity Responsible Agency

Year 1 Cost

Year 2 Cost

Year 3 Cost

Attractions Public/Private

Lodging Private

Infrastructure Public

Tour Product Private/Public

Marketing Private/Public

Training Public/Private

Research Public

TOTAL TOTAL TOTAL TOTAL

Thank You and Good Luck

谢谢 James MacGregor,

International Sustainable Tourism Consultant

GTI Secretariat

jmacgregor@ecoplannet.com