Marianas Visitors Authority lays out tourism recovery plan focused on culture, sustainability and regional connectivity
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Summary
Jameika Tayheran, managing director of the Marianas Visitors Authority, told delegates that reduced air capacity and low hotel occupancy have left the CNMI dependent on Korea for visitors and urged a strategy focused on sustainability, immersive cultural products and regional air‑access improvements.
Jameika Tayheran, managing director of the Marianas Visitors Authority, briefed the APIL General Assembly on the Marianas’ tourism status and a strategy to rebuild demand. Tayheran said visitor arrivals peaked in 1997 and that the market has since diversified, but recent shocks — typhoons, pandemic and aircraft delivery delays — have reduced air service and left the CNMI heavily reliant on Korea.
The MVA identified external constraints such as unfavorable currency exchange and aircraft availability, and local constraints including low hotel occupancy (MVA reported roughly 29 percent occupancy among major hotels so far this year) and a budget tied to hotel occupancy tax. "There is an immediate need for the Marianas to adjust our approach and change the way we do tourism," Tayheran said, adding that the destination must emphasize sustainability and authentic cultural experiences.
MVA surveys of six source markets found travelers rely on search engines, social media and word‑of‑mouth, and that while awareness is often strong, intent to visit is lower. Tayheran recommended prioritizing Korea, Japan and Hong Kong for marketing, expanding online and social media outreach, and developing immersive products grounded in local culture — including food, festivals and storytelling — that meet traveler preferences for sustainability and community connection.
On regional measures, Tayheran urged pursuit of improved airline access, including a “blue continent” cabotage waiver to enable foreign carriers to operate more widely and expansion of Guam/CNMI visa‑waiver arrangements to additional source countries. Delegates from Palau and Pohnpei supported regional cooperation on cruise routing and shared product development.
Tayheran closed with an interactive QR quiz for delegates to illustrate engagement tactics and said MVA would welcome follow‑up collaboration and exchanges of best practices.
