As Moderator again, of the 2014 3rd Annual Northeast Asia Tourism Forum I had the opportunity to provide an update of the Greater Tumen Region (Northeast China, Eastern Mongolia, Far East Russia (and Vladivostok) and east coast South Korea) Cross border Tourism Strategy I prepared in 2012. I also used the occasion to encourage each zone within this large destination region to identify how they can contribute to the ongoing planning, product development and marketing of the region. The presentation outlines the sustainable tourism planning process and encourages the various zones to commit to at least of one of several tourism development options including: tour product (itinerary) development, marketing and marketing research, tourism and hospitality training, and development and implementation of standards.

1. James MacGregor
GTI Tourism Consultant
S

2. Cooperative Planning
GTI Greater Tumen Initiative
Supported by United Nations Development Programme

3. 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

4. !
Province of
JILIN
Yanbian Korean
Autonomous Prefecture
Tumen River
Delta
Hunchun
Fangchuan
!
JAPAN
Tottori
Nigata
Province of
HEILONG
JIANG
!
Province of
LIAONING
!
ROK
Gangwon,
Busan
Cheju
RUSSIA
Primorsky
Krai
Vladivostok
MONGOLIA
Eastern
Provinces
DPRK
Rason
Economic
Zone
INNER
MONGOLIA
Autonomous
Region
!
RUSSIA
Khabarovsk
Krai!
Russia
Khassan
Area
Cross border Tourism Network and Connections

5. 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

6. !
Province of
JILIN
Yanbian Korean
Autonomous Prefecture
Tumen River
Delta
Hunchun
Fangchuan
JAPAN
Tottori
Nigata
Province of
HEILONG
JIANG
!
Province of
LIAONING
!
ROK
Gangwon,
Busan
Cheju
RUSSIA
Primorsky
Krai
Vladivostok
MONGOLIA
Eastern
Provinces
DPRK
Rason
Economic
Zone
INNER
MONGOLIA
Autonomous
Region
!
RUSSIA
Khabarovsk
Krai!
Russia
Khassan
Area
Cross border Coastal Theme
Cross border Tourism Network and Connections
Example
Zone 1

7. !
Province of
JILIN
Yanbian Korean
Autonomous Prefecture
Tumen River
Delta
Hunchun
Fangchuan
JAPAN
Tottori
Nigata
NE China – Russia Ecotourism Zone
Province of
HEILONG
JIANG
!
Province of
LIAONING
!
ROK
Gangwon,
Busan
Cheju
RUSSIA
Primorsky
Krai
Vladivostok
MONGOLIA
Eastern
Provinces
DPRK
Rason
Economic
Zone
INNER
MONGOLIA
Autonomous
Region
!
RUSSIA
Khabarovsk
Krai!
Russia
Khassan
Area
Cross border Tourism Network and Connections
Example
Zone 2

8. !
Province of
JILIN
Yanbian Korean
Autonomous Prefecture
Tumen River
Delta
Hunchun
Fangchuan
!
JAPAN
Tottori
Nigata
Mongolian
Theme Zone
Province of
HEILONG
JIANG
!
Province of
LIAONING
!
ROK
Gangwon,
Busan
Cheju
RUSSIA
Primorsky
Krai
Vladivostok
MONGOLIA
Eastern
Provinces
DPRK
Rason
Economic
Zone
INNER
MONGOLIA
Autonomous
Region
!
RUSSIA
Khabarovsk
Krai!
Russia
Khassan
Area
Cross border Tourism Network and Connections
Example
Zone 3

9. 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

11. 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

12. 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

14. 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

15. 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

16. 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

17. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

26. Cross border Tourism Circuit
Accommodation
Food Services
Attractions
Parks
Heritage
Sites
Visitor
Services,
Information,
Reception
Safety and
Security,
Hygiene
Utilities
Transportation
Vehicles
Infrastructure

27. 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

28. Prepare International Standards

29. 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.

30. 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

31. 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

33. Contribution to Regional
Cross Border Tourism
Tour
Product
Tumen
DELTA
Training
Marketing
Standards

34. 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

35. 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

36. Action Plan Components
Action
Plan
Tourism
Development
Activity
Timeline Responsibility
Cost
Estimates
Funding
Sources

37. 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

38. Thank You and Good Luck
谢谢
James MacGregor,
International
Sustainable Tourism Consultant
GTI Secretariat
jmacgregor@ecoplannet.com