Greater tumen region cross border tourism routes summary

GTI Multi-Destination
Tourism Project
Regional Economic Cooperation
Executive Summary

James MacGregor
Sustainable Tourism Consultant
December 2012

Overview

Northeast Asia represents one of the fastest growing tourism destination
regions in the world. As the international tourist flow shifts from the traditional
centers in Western Europe and the US, to the Asia Pacific region, the
potential for establishing financially viable cross-border tourism routes in the
Greater Tumen Region (GTR) becomes highly probably, particularly since
member nations as China, Russia and ROK and adjacent neighbours such as
Japan and Taiwan are experiencing significant growth in inbound and
outbound tourism.
The GTR is strategically located within the Northeast Asia sphere and
therefore the combination of quality sustainable tourism products and targeted
marketing can result in the region becoming one of the most desirable
international destinations in the world. Cross border tourism will strengthen
the cooperation amongst the various nations and economic development
opportunities and environmental protection activities associated with the
tourism industry can support the regional implementation of the Millennium
Development Goals

1. Resources; The natural, cultural and heritage diversity of
the GTR
The sheer size of the GTR area suggests that it processes a wealth of diverse
resources that appeal to both the regional and international tourism markets.
The fact that the region includes four nations (China, Russia, ROK, Mongolia)
attests to the variety of cultural expressions, attractions and experiences that
can be enjoyed by visitors to this region. From the dynamic urban life of large
Chinese cities, to the architecture of Vladivostok to the quaint coastal
communities of ROK to the traditional ger of Mongolia, the GTR tourists can
experience all of these national lifestyles within relatively short distances and
accessible road, rail and ferry routes.
The natural resources are outstanding. Changbai/Baekdu Mountain area and
its biosphere reserve, the river/island resources of Bolshoi Ussuriysky
/Heixazi Island, spanning China and Russia, the islands of the Far East
Marine Reserve as well as the grasslands and desert of Inner Mongolia and
Eastern Mongolia provide ample tourism opportunities for the GTR regional
and international markets.
Unlike the intense urban environment of southern China and ROK, much of
the region is relatively open and possesses a variety of flora and fauna, with
ample opportunity for the ecotourist interested in wildlife viewing, photo safaris
or studying endemic plants. There are even the possibilities of seeing exotic
and endangered species in the numerous nature reserves. Those interested
in heritage tourism have unlimited options to experience temples, historic
monuments, villages and fortresses.

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1.1 The GTR Urban Centers
In urban centers also provide significant opportunities for drawing and holding
tourists. Each city has its own particular mix of attractions that make a
considerable contribution to the overall GTR tourism experience. Harbin with
Sun Island Park, Changchun with its World Sculpture Park, Hohhot with its
beautiful Inner Mongolian Museum, the attractive architecture of Vladivostok,
and the Shenyang Imperial Palace are just a few examples of the spectacular
urban attractions that make these and other urban centers both gateways as
well as focal points to the various tourism routes.
These urban centers also provide fundamental visitor services, including
quality accommodation, restaurants serving local and traditional foods,
transportation services and shopping districts.
Medical tourism is also a thriving sector, particularly in the border cities of
China and ROK. Russians in particular visit cities such as Harbin, Changchun
and Hunchun for their variety of medical services and clinics.
The mix therefore the proposed tourism routes must include both access to
the rural landscape and natural regions as well as the urban centers and their
associated attractions.

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2. Market Demand + Source Markets

The GTR is located within the rapidly growing Asian region which has been
experiencing double digit growth for the past five years. This year, 2012, the
region will attract approximately 200 million visitors, or 22% of the total
international travel market.
While total tourism arrivals in the GTR are not known, the relationship of the
region with the current and projected growth of the member countries
indicates a bright future and unlimited demand for cross border tour product.
This report identifies 4 source markets for the GTR tourism routes. They
include;

1. Domestic Chinese market
2. Outbound Chinese market
3. Outbound markets from Russia, ROK, Japan and Mongolia
4. Overseas or international markets

The domestic Chinese market presents an incredible opportunity for the
selling of the GTR tourism routes. Based on Euromonitor projections, the
Chinese domestic market will reach approximately 3 billion by 2015. No other
destination in the world has the ability to tap into this tourism volume.
Furthermore this market is expected to expand and will continue to provide a
long term market base for cross-border tourism. This is particularly important
for the emerging Chinese middle class especially those that are not yet
financially capable of a long-haul vacation but who nevertheless wish to
experience international (cross border) travel.
The outbound Chinese market as well as those from Far East Russia, ROK,
Taiwan and Japan also represent a substantial market opportunity for the
region. China is currently the 3rd largest outbound market in the world and is
expected to be the largest by 2015 with over 100 million travellers. This
suggests that even if a small percentage of this market could be attracted to
any of the cross-border itineraries, it would represent a substantial volume. As
well ROK, Japan and Russia are already amongst the top 4 outbound
destinations [not including Hong Kong and Macau] for international Chinese
travelers so the prospects of encouraging travel to the GTR member
jurisdictions is high.

Of the estimated 2.6 billion domestic Chinese trips (2011), the firm BCG
estimate that about 270 million are leisure trips (the rest being for travel home
or on business). If a mere 3% of these travel consumers takes a cross border

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trip within the GTR then it would generate more than 8 million travellers.
Furthermore if 2% of the 2012 outbound market of 70 million chose to travel in
the GTR it would create an additional 1.4 million visitors.
If they averaged 4 nights in the region at $110/night just the Chinese market
would be worth more than $4 billion annually. These would seem to be very
modest capture rates and most itineraries will exceed 4 nights. So the
potential to attract $4 billion, in say 2015, from the domestic and outbound
Chinese travel market alone seems plausible.
A similar approach could be used to calculating the percentage of domestic
and outbound travel from the other GTR nations that could attract cross
border tourists however the level of accuracy may not be the same.

3. Trends Influencing Tourism Development in the GTR

There are several trends that affect both the types of tourism development as
well as their preferred markets and overall financial success. They include;

Continued growth of the Chinese market; increased wages and disposable
income from an expanding Chinese middle class, particularly from urban
areas will provide a constant source of new markets and increased revenues.
Increased demand from knowledgeable travellers from ROK, Japan and
Russia; This will necessitate improved hospitality and visitor management
services requiring more training to achieve increased professionalism across
the entire tourism supply chain.
The new generation of Asian travelers are connected electronically.
Consequently all efforts to reach, convert and book visitors should be based
on the best available technologies.
Tourism products must be increasingly environmentally and socially
responsible. All components of the supply chain must operate on “green”
management procedures and practices. The Asian and international travel
consumer require reliable rating or certification systems in order to select their
accommodation and tour packages.

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4. Obstacles to the development of the tourism routes

a) Lack of knowledge/awareness of the Greater Tumen Region
b) The difficulties in securing visas between countries
c) Seasonality; most travel to the region is in June through September.
d) Level of hospitality services, multilingualism and interpretive (nature,
culture) guide services is low
e) Lack of adequate understanding of new markets such as ecotourism
and sustainable tourism;
f) Poor environmental protection measures

5. The Cross-border Tourism Concept

Developing cross-border tourism routes and corridors is a progressive and
potentially very appealing and financially viable concept for GTR tourism
development. Most travelers are attracted to the concept of experiencing
multiple cultures, ecosystems and lifestyles when they are traveling. Tourism
routes provide that opportunity.
The concept is particularly attractive to the portion of the urban Chinese
market that currently does not have the disposable income for long-haul
overseas travel but wishes to experience a different country and culture.
Also China offers excellent shopping, cultural attraction and natural areas for
travelers from the Russia, ROK, Mongolia and Japan. The Russians also are
particularly interested in medical tourism and frequently travel to Jilin Province
or ROK for medical and dental services. Similarly the Chinese travel to ROK
and Japan for medical tourism. Inner Mongolia, Mongolia and the Mongolian
landscape offer unique opportunities for the other GTR members.

6. The GTR Tourism Route Gateways

A gateway is a point of departure for one or many tourism routes. It typically
has all of the necessary services, including comfortable overnight
accommodation and a mix of transportation options for tourism packages.
While Beijing is probably the most significant gateway for the international
traveler there are, within the GTR, several important gateways that are also
service centers for the beginning of the tourism routes.
The following chart identifies the gateways and route corridors;

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Khanka Lake + Reserve

Bolshoi Ussuriysky/Heixiazi Island
Vladivostok

Russia

Leopard
Harbin National Park
Far Eastern
Marine Reserve

Golden Gateway
Changchun Hunchun
China, Russia. DPRK
Chita and Lake Baikal

Donghae (ROK)
Khentii, Dornod Aimag

Shenyang

Ulaanbaatar

Niigata Prefecture

BEIJING

Sakaiminato,
Tottori Prefecture
Chita and Lake Baikal Japan

Hohhot
Manzhouli

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A) Changchun/Harbin/Shenyang Corridor Gateway for travel to;
I.
Changbai/Baekdu Mountain and Yanbian,
II.
Bolshoi Ussuriysky/Heixiazi Island
III.
Hunchun and Rajin
IV.Hunchun for travel to Vladivostok, Donghae and Sakaiminato and
Tottori/Niigata
V. Ferry travel from Dalian to Incheon (ROK) to Donghae and to either
Vladivostok or Sakaiminato and Tottori/Niigata via the ‘Eastern Dream’
B) Hohhot Gateway for travel to Manzhouli, southern Siberia (Russia) and
Lake Baikal and Ulaanbaater
C) Vladivostok Gateway for travel to the Far East Marine Reserve and
Khanka Lake Nature Reserve and the Eastern Dream Ferry to ROK
(Donghae) and Japan (Sakaiminato, Tottori and Niigata).
C) Ulaanbaatar Gateway for travel to Khentii aimag and Lake Baikal (Russia)
and to Dornod aimag, Chita and Lake Baikal.
D) Ulaanbaatar and Sakaiminato Gateway for travel in either direction to
connect; Choibalsan-Arxan-Changchun-Changbai/Baekdu Mountain-
Hunchun-Rajin-Vladivostok-Sokcho/Donghae-Sakaiminato- Tottori/Niigata

7. Proposed Tourism Routes and Cross-border Itineraries

7.1 The criteria for selecting the tourism routes
a) Market-driven and response to regional and international demand
b) Reinforce and promote intercultural exchange and cross border travel
between GTR member states as well as adjacent territories of Russia, DPRK
and Tottori /Niigata Prefecture (Japan)
c) Contribute to overall regional development and support for small businesses
throughout the GTR
d) Support local community sustainable economic development and job creation
e) Reinforce ecotourism including nature and cultural interpretation, visits to
national parks and contribution to biodiversity and cultural heritage protection
f) Encourage the application of responsible tourism and ecotourism criteria and
standards including “green’ management of all facilities

7.2 Role of the Private Sector
Private sector outbound and inbound (receptive) tour operators will be
responsible for the delivery of the itineraries. They were involved with the
planning of these proposed itineraries and must continue to play a leadership
role in the implementation of each tourism route.
Furthermore it is expected that they will contribute as partners to the overall
marketing of the GTR.

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7.3 Development Timeframe
The routes will be developed over the next five years with particular focus on
2013–2015. They will be classified under short-term, intermediate term and
long-term development.

Short-term (2013-14) suggests that they can be implemented more or less
immediately. The infrastructure is in place, jurisdictions are in agreement and
tour operators have shown interest.

Intermediate-term (2014-15) indicates that there is still physical planning,
infrastructure improvements, staff training and construction before the routes
are ready for visitors.

Long-term (2015-2017) includes those itineraries that will require several
levels of government administration cooperation, infrastructure upgrading,
extensive marketing, building a GTR brand and developing a greater
awareness of the GTR as a destination.

7.3.1 Short-term

TOURISM ROUTE 1: Sky to Sea: Land and Cruise (Eastern
Dream) Tourism Route (China, DPRK, Russia, ROK, Japan)
(10 to 12 days)
 Day 1: Departure from Changchun for Hunchun
o Option 1; Changchun to Changbai/Baekdu Mountain, Yanbian and
Hunchun (3 days)
 Day 2; Hunchun to Rajin (DPRK)
 Day 3: Visit Rajin, return to Hunchun
 Day 4: Depart Hunchun for Vladivostok, visit Leopard National Park, overnight in
Vladivostok
 Day 5: Vladivostok city tour, departure on ‘Eastern Dream’ Ferry for Donghae
ROK
 Day 6: Arrive Donghae for shore excursions and departure for Tottori prefecture
[Japan]
o Option 1; Stay on eastern coast of ROK and await the Ferry on its return
trip to Vladivostok (3 days)
o Option 2; Spend one week in ROK crossing the peninsula, visiting the
demilitarised zone (DMZ) and flying from Seoul (5 days)
 Day 7/8: Arrive at Sakaiminato Tottori Prefecture and visit sand dunes and
museum
 Day 9: High speed train to visit Kyoto and overnight
 Day 10: To Tokyo (Narita or Haneda Airports) for return to a point of origin or
consider this option;
 Day 10/12 (Option): Travel from Nagoya to Niigata, visit Lake Hoyko,
Day 11 AM: Northern Cultural Museum, PM: Niigata Furusato Village, Shopping
at the Honcho Market
Day 12: Visit City Aquarium, Travel to Tokyo and departure for airport

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TOURISM ROUTE 2: Yanji/Yanbian to Changbai/Baekdu
Mountain and Region to Changchun; (7 days)
 Day 1: Arrive Yanji, visit to Mao'ershan National Forest Park and Folk Village
 Day 2: Visit Red Flag Village en route to Changbai/Baekdu Mountain,

 Day 3: Northern Slope of Changbai Biosphere Reserve including visit to Heavenly
Lake, Changbai Waterfall and Erdaobai River, Green Deep Pool
 Day 4: Western Slope for day hike including Changbai Canyon, afternoon visit to Last
Wooden Village
 Day 5: Departure for Changchun
 Day 6: Visit to Jingyuetan National Forest Park
 Day 7: Departure from Changchun

TOURISM ROUTE 3: Ulaanbaatar, Khentii Province and Lake
Baikal/Ulan-Ude (10 days)

 Day 1: Depart from Ulaanbaatar for “Terelj” National Park, overnight in traditional ger
 Day 2: Visit Chinggis Khan Statue – XIII Century Complex – “Khaan Kherlen” Park
 Day:3: Visit “Khaan Kherlen” - Bereeven Monastery – Bayangol
 Day 4: Bayangol - Kukh Lake – Borte Chono, Khukh Lake of khar Zurkh
 Day 5: Visit Borte Chono – Khodoo Aral
 Day 6: Leave Khodoo Aral for Ulaanbaatar, attend Mongolian National Folk Songs
and Dance Ensemble performance
 Day 7: Visit Hustai National Park
 Day 8 Depart for Ulaanbaatar + Lake Baikal and Ulan-Ude
 Day 9: Boat cruise on Lake Baikal
 Day 10: Depart for Ulaanbaatar from either Ulan-Ude or Irkutsk, evening or next day
flight to Beijing

7.3.2 Intermediate Term

TOURISM ROUTE 4: Ulaanbaatar to the grasslands of Dornod
Province to Chita (Russia) and Lake Baikal (10 days)

• Day 1: Depart for Numrug Reserve, Hiking in Reserve, Overnight in traditional ger
• Day 2: Depart for Khalkh Gol, Visit war memorial monuments, observe antelopes and
birds, Overnight in traditional ger
• Day 3: Depart for Choibalsan, Visit local museum and handcraft shop, overnight in
Hotel
• Day 4: Depart for Lake Yakhi, Visit a nomadic family, Overnight with family in ger
• Day 5: Depart for Khuh lake, explore Wall of Chinggis Khaan, Overnight in traditional
ger
• Day 6: Drive to Chita, overnight in Hotel
• Day 7: Depart Chita for Lake Baikal
• Day 8: Explore Lake Baikal, overnight in Hotel
• Day 9: Return to Ulaanbaatar, overnight in Hotel
• Day 10: Fly to Beijing

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ECOTOURISM ROUTE 5: Changchun to Harbin to Bolshoi
Ussuriysky/Heixiazi Island and Khabarovsk (8 days)

 Day 1: Arrive in Changchun, visit World Sculpture Park and other heritage attractions
 Day 2: Depart for Harbin; stops en route to observe changing ecosystems, afternoon
at Sun Island Park
 Day 3: Depart for Fuyuan. Stops to observe the changing ecosystems and river
ecology. Lunch in Jiamusi
 Day 4: Depart for Bolshoi Ussuriysky/Heixiazi Island; Theme; sandbar ecology,
 Day 5: Depart for Bolshoi Ussuriysky/Heixiazi Island; Theme; sandbar ecology;
cycling to and crossing the China/Russia border, overnight in Fuyuan.
 Day 6: Depart for Bolshoi Ussuriysky/Heixiazi Island with qualified ornithologist,
ethno botanist and wildlife biologist. Theme: island flora and fauna, overnight in
Fuyuan
 Day 7: Depart for the trip to Khabarovsk, return for overnight in Fuyuan
 Day 8: Early morning departure for Harbin. Stops to observe river ecology. Lunch in
Fujin
 Day 8: Departure from Harbin to Changchun

TOURISM ROUTE 6: Hohhot to Manzhouli and Southern
Siberia/Lake Baikal (Inner Mongolia and Russia) (9 days)

 Day 1: Arrival in Hohhot and transfer to hotel, afternoon visit to Inner Mongolian
Museum
 Day 2: Visit to select Hohhot attractions, overnight train to Manzhouli
 Day 3: Arrival in Manzhouli, visit to tourist attractions
 Day 4: Cross China/Russian border and then proceed 400 km trip to Chita
 Day 5: Depart Chita for Ulan-Ude, observe southern Siberian ecosystems and
villages, overnight at Ulan-Ude
 Day 6: Morning visit Ulan-Ude and Ethnographic Museum, travel to Lake Baikal and
boat cruise, Overnight in Irkutsk
 Day 7: Depart Irkutsk for Ulaanbaatar
 Day 8: Visit to attractions, both in and adjacent to Ulaanbaatar
 Day 9: Visit to Cashmere factory; mid afternoon flight to Beijing

TOURISM ROUTE 7: The Tea Road; Hohhot (China) to
Ulaanbaatar (Mongolia) to Ulan-Ude (Russia) (9 days)

 Day 1: Arrive in Hohhot. Afternoon Visit to Inner Mongolian Museum
 Day 2: Visit Dazhao Temple and Zhaojun Tomb. Leave for Erenhot.
 Day 3: Depart for China/Mongolia border crossing, overland journey into HamriinHiid.
 Day 4: Spend the day in HamriinHiid
 Day 5: Departure north to the Gun Galuut Nature Reserve
 Day 6: Departure for Ulaanbaatar, visit Chinggis Khan Equestrian statue
 Day 7: Ulaanbaatar: visit to local attractions both in and adjacent to city
 Day 8: Depart for Ulan-Ude, visit to Lake Baikal, visit Ethnographic Museum
 Day 9: Return air to Beijing from either Ulan-Ude or Irkutsk

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TOURISM ROUTE 8: Shenyang to Dalian to Incheon to
Donghae to (Option 1) Vladivostok to Hunchun/Yanji or to
(Option 2) Sakaiminato and Tottori/Niigata Prefectures;
(10 to 12 days)
Day 1: Shenyang to port of Dalian, ferry to Incheon
Day 2: Arrive Incheon, drive overland to Seoul
Day 3: City tour and shopping in Seoul
Day 4: Travel from Seoul to DMZ
Day 5: Travel DMZ to Donghae
Day 6: Day/overnight at a coastal resort
Day 7: Board ‘Eastern Dream’ for Vladivostok or Sakaiminato
Day 8: Option 1: Overland travel from Vladivostok to Hunchun
-- Day 8: Option 2: Visit Tottori Prefecture and Sand Museum
Day 9: Option 1: Visit to Rajin, DPRK or (2) Tottori
-- Day 9: Option 2: Travel to Niigata Prefecture
Day 10: Option 1: Hunchun to Yanji Airport
-- Day 10: Option 2: Visit Niigata
-- Day 11: Option 2: Travel to Tokyo and return flight

7.3.3 Long term

TOURISM ROUTE 9: Ulaanbaatar [Mongolia] to Sakaiminato [Japan] for
travel in either direction; Choibalsan – Arxan – Changchun -
Changbai/Baekdu Mountain – Hunchun – Rajin (DPRK) – Vladivostok
(Russia) - Sokcho/Donghae – Sakaiminato (Japan) - Tottori/Niigata
(18-20 days)
This route has definite long-term potential as it unites all the GTR countries,
starting in Mongolia, passing through northeastern China to Far East Russia
and then by ferry to ROK and Japan.
However most of the corridor has not been assessed and will require further
research and onsite investigation. Because of its length of the route and the
serious commitment that must be made by the tourist it will require increased
market awareness of the GTR tourism product, its emerging position as a
significant tourism destination and the attraction of this multi destination route.

Although much of the proposed alignment has not been adequately studied
there are portions that are already known (e.g. Changchun to Hunchun to
Vladivostok). Knowledge of these portions indicates a significant potential for
the entire route. However the more remote and challenging Eastern
Mongolian section has not been assessed and may contain considerable
obstacles (road conditions, lack of food and accommodation services, etc.).
However strategically (in the first 3 years), it may be better to focus on those
shorter itineraries [7–10 days] that are more readily promoted to the regional
marketplace.

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7.4 Single purpose Itineraries
The GTR can benefit from two types of ‘single-purpose’ trips; travel for
medical reasons and for shopping. Other options exist such as sport
tournaments, festivals and special events however they have not been
assessed. Medical tourism has become a significant component to the Harbin
and Changchun tourism arrivals. Many Russians visit Manzhouli, Changchun
and Hunchun for shopping. As the Chinese middle class expands there will be
more travelling to ROK and Japan for shopping excursions…
7.4.1 Medical tourism routes include;

• Vladivostok to Hunchun (3 days)
• City of Khabarovsk to Harbin (4 days)
• City of Khabarovsk to Changchun (5 days)
• Chita to Manzhouli (4 days)
7.4.2 Shopping routes include:

• Vladivostok to Hunchun (3 days)
• Hunchun to Vladivostok (3 days)
• Hunchun and Vladivosrtok to Donghae (7 days)
• City of Khabarovsk to Changchun (5 days)
• City of Khabarovsk to Harbin (4 days)
• Chita to Manzhouli (3 days)
• Lake Baikal area to Ulaanbaatar (4 days)

8. Developing and Offering Certified Sustainable Tourism +
Ecotourism Routes
The development and promotion of sustainable tourism and ecotourism routes
and tour itineraries requires the application of environmentally-friendly
tourism standards and practices to meet the expectations of the responsible
tourism market.

This will include the identification and application of the following standards:

Environmental policy, energy and water conservation, waste management
and recycling, local hiring and purchasing policy, carbon emission reduction,
fair wage practices and secure working conditions, heritage protection,
sustainable architecture, green marketing, contribution to local nature and
conservation projects, staff and management training and reduction of toxic
chemicals. Also the application of universal accessibility standards for those
with limited abilities must be considered.

It will also be necessary to establish a sustainable tourism certification
program for all components of the regional tourism supply chain to respond
to increasing market demand. All accommodation, attractions and
transportation operators along the proposed tourism
routes should be certified by 2015.

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9. GTR Tourism Visa Recommendations

According to preliminary research by UNWTO and the World Travel &
Tourism Council. “Visa facilitation is central to stimulating economic growth
and job creation through tourism. The G20 can have a particularly important
role to play in this respect”.
There are options that can be considered by each GTR member nations to
facilitate current processes to obtain visas including:

• Maximize the use of information and communication technologies in
improving visa procedures
• Improve the delivery of information
• Differentiated treatment to facilitate tourist travel,
• Institute an eVisa program
• Establishing regional (e.g. within the GTR), agreements for visa
facilitation.
• Harmonize the visa application process for all GTR member countries

A new and popular form of improving cross-border travel and reducing visa
restrictions could be the introduction of the “Visa on arrival” [VoA] concept.

10. The Familiarization (FAM) Trips

The familiarization [FAM] trips can be one of the first and most effective
initiatives to launch and promote the tourism routes within the GTR and to
adjacent countries. The purpose of the FAM trip will be to present and expose
the GTR tourism routes and itineraries including its resources, tourism
administrations and visitor facilities and services to the regional and
international travel trade and media.
Two zones within the GTR are proposed for the FAM trip.
a) Jilin Province, Vladivostok, Gangwon Province, Tottori/Niigata Prefectures
program including the ‘Eastern Dream’ Ferry cruise tour
b) Inner Mongolia + Mongolia Grassland, Ulaanbaatar and Lake Baikal and
southern Siberia tour

10.1 FAM trip participants
Approximately 14 people will participate in each FAM trips including;
a) Regional and international travel trade/media participants
• Chinese tour operators and travel agents; 4 participants
• Japanese tour operators and/or travel agent; 1
• ROK tour operators and travel agents; 2
• Russian tour operators and/ travel agent; 1
• Chinese media; 2, ROK media; 1,

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• Japanese media; 1
• International tour operators and travel agents; 2
b) Ministry of Tourism and/or Provincial administration officials:
4 participants
10.2 Proposed FAM Trip Itineraries

A) The Jilin Province (China) to Tottori Prefecture (Japan)
FAM program, including the ‘Eastern Dream’ Ferry FAM Trip;
7 Days
 Day 1: Beijing airport as gathering for most participants. Departure for
Changchun, official reception, city tour in Changchun
 Day 2: Departure for Hunchun, visit Dragon and Tiger Observation Tower
overlooking DPRK and Russia, supper reception with city officials, tourism
administration and local tour operators and accommodation suppliers
 Day 3: Departure by minivan for Vladivostok, luncheon reception with city
officials and Vladivostok tourism administration, visit to Russky Island
 Day 4: Departure from Vladivostok on ‘Eastern Dream’ to Donghae-si
 Day 5: Arrival at Donghae, reception by Gangwon tourism administration,
visit to the Mansang Beach, Mukho Port and Mukho Lighthouse Park, depart
for Sakaiminato
 Day 6: Arrive in Sakaiminato, reception with Tottori Prefecture Tourism
Administration, visit sand dunes area and Sand Dunes Museum
 Day 7: High-speed train for Narita and Haneda Airports for same day flights
to China and international point of origin.
 Day 7: (Option) Train from Nagoya to Niigata City, Reception and visit
Museum, Sado Island
 Day 8: Visit Aquarium, Return to Tokyo for same day flight to point of origin

B) Inner Mongolia + Mongolia Grassland, Ulaanbaatar, Lake
Baikal and southern Siberia FAM tour; 7 Days
 Day 1: Beijing airport (BJS) is the point of departure for Hohhot, reception
with Hohhot city officials and Tourism Bureau, visit to Inner Mongolia Museum,
supper with Inner Mongolia tourism officials and local tourism suppliers
 Day 2: Flight Departure for Manzhouli, tour of Manzhouli and luncheon,
minivan departure for Chita, Russia, overnight in Chita.
 Day 3: Departure for Manzhouli, visit to Hulun Lake, departure for Hohhot and
Ulaanbaatar
 Day 4: Breakfast reception with the Ministry of Nature, Environment and
Tourism officials, leave by minivan for “Terelj” National Park, visit “Turtle”
Rock and Temple of Meditation or walking tour, overnight in a ger at the camp
 Day 5: Departure XIII Century Park Complex, Chinggis Khan Statue,
overnight in ger
 Day 6: Depart for Numrug Reserve, Khalkh Gol, Choibalsan, overnight in
hotel
 Day 7: Return to Ulaanbaatar, evening departure for Beijing

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11. Tourism Route Implementation Action Plan and Marketing
Strategy
11.1 Strategic Planning Requirements
The short and intermediate tourism routes are potentially ready for promotion
to the marketplace. However they have not individually being reviewed for a
final assessment and clarification of some obstacles.
As tourism routes they should have proper information, interpretation and
directional signs. Therefore a site planning and signage overview to define
the routes in greater detail is required for the following roadway corridors;
 Harbin to Bolshoi Ussuriysky/Heixiazi Island (Fuyuan)
 Hunchun to Vladivostok Highway
 Tour options within the ROK, e.g. to DMZ and Seoul
 Travel corridor and villages between Yanbian and Changbai/Baekdu
Mountain
 Interpretive trails and areas for ecotourist at Changbai/Baekdu Mountain
 Ulaanbaatar to Lake Baikal and associated attraction (e.g. boat cruise)
 Manzhouli to Chita to Lake Baikal
 Tottori-Nagoya to Niigata Prefecture

Other areas and attractions requiring comprehensive tourism development
master plans include;
 Bolshoi Ussuriysky/Heixiazi Island Ecotourism Master Plan, Guide Training Plan
and Marketing Strategy
 Changbai/Baekdu Mountain Biosphere Reserve Visitor Management Plan
 Multi-Destination Golden Gateway Region (China, Russia, DPRK) Feasibility
Study and Master Plan
 Tourism Route(s) Signage and Interpretive Facilities Master Plans

Programs, workshops and manuals to assist in positioning the GTR tourism
routes as sustainable and environmentally responsible include;
 Preparation of Sustainable Tourism/ecotourism Criteria and Standards for
accommodation, attractions and transportation sectors
 Preparation of a Harmonized Quality Assurance Eco-certification Program
throughout the GTR including a certification process and program management
structure
 Design, printing and distribution of a Quality Assurance Eco-certification
Guidelines Manual
 Design and facilitation of Sustainable Tourism and Ecotourism Tour Route
Itinerary Planning, Development and Marketing Workshops
 Design and facilitation of Cultural Heritage and Nature Guide Training
Programs including language training
 Design and facilitation of Community Host Training Workshops

11. 2 Tourism Hospitality Training
The addition of 3000 tourists will necessitate the training of additional staff and
management in hospitality services, guiding, marketing,
tour management, etc.

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11.3 Tourism Route Marketing Strategy
It will take a concerted marketing effort to brand and position both the region
as well as its GTR cross-border tourism routes in the national and
international markets. A distinctive Brand the defines the region and a
comprehensive Marketing Strategy is required to identify the best marketing
mechanisms to be used to reach the preferred market segments. There are
several administrations that can contribute to financing and implementing a
coordinated regional level marketing effort.
The focus of the marketing strategy will be directed at 4 geographic market
segments. They include;
I. The GTR markets, particularly the three northeastern provinces of
Heilongjiang, Jilin, and Liaoning and their urban capitals and other second
and third tier cities
II. The domestic tourism markets in China, ROK, Eastern Russia and Japan
III. The outbound tourism markets in China, ROK, Eastern Russia and Japan
IV. The international markets and particularly ecotourists and cultural heritage
tourist in USA, Western Europe, Australia/NZ and Canada

Marketing Objectives and Projections
Short term [2014]:
• To sell an average of 6 trips/week at 14 PAX (clients) for the 3 short-term tourism
routes (from June to September) generates 1344 tourists @ 8 nights each =
10,754 visitor/nights. At $1400/trip this would generate $1.88 million, excluding
single purpose travel.

Intermediate term (2014/15)
 To increase the 6 short-term trips to an average of 8 trips/week at 16 PAX = 2048
clients
 4 intermediate-term trips at 4 trips/week @ 14 PAX = 896 PAX
 From June to September this will generate 2944 PAX @ 8 nights and
$1600/package = $4.7 million

Long-term [2015 to 2017]
 2015 with 8% annual growth = $5.01 million

TOTAL (2014 to 2017): $22,540,000 (June to September)
Total Marketing Costs
The 3-year marketing expenditure will be $980,000; distributed amongst 9
jurisdictions (including Tottori/Niigata) and a 20% contribution by the private
sector.

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12. Memorandum of Understanding (MOU)

A Memorandum of Understanding is an essential instrument to ensure the
level of cooperation and coordination that is necessary to fully develop the
tourism potential and cross-border tourism opportunities within the GTR. By
collectively supporting such a mechanism, the participants are agreeing to
take part in a challenging regional tourism development initiatives.

The interest and commitment by 4 national governments and several
provincial, municipal and prefecture governments to support this MOU is
unprecedented and indicative of the progressive attitudes, openness to inter-
governmental cooperation and enlightened support for the positive impact of
multi destination tourism development.
Several partners signed the MOU during the 2012 Tourism Forum in Hunchun,
China.
The MOU includes the following components:

 Geographic coverage
 Objectives
 Areas of cooperation between parties
 Implementation
 Designated authority
 Financial arrangements
 Participation of third parties
 Amendment
 Settlement of disputes
 Final provisions

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13. GTR Database

An initial database format and structure has been created to serve as a
platform for consolidating information and statistics on an annual basis for the
GTR member nations as well as inbound information from major adjacent
source markets.
It will specifically focus on establishing domestic travel as well as inbound and
outbound travel data for the GTR member countries and the various
associated jurisdictions at the provincial, krai or municipal levels.
For instance, the travel patterns and profile for the Chinese market have been
identified and further research will enable the GTI to identify the same
patterns at the provincial level.
The database will also include, to the extent possible, information, on
outbound tourism levels in major GTR source markets such as Taiwan,
Southeast Asia, North America and Western Europe.

When information is available, profiles of each market segment will be
included.

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14. Conclusion

The GTR has an exceptional potential for cross-border tourism and is one of
the most significant new tourism destination in the world. The mix of cultural,
heritage and cultural resources along any of the proposed route corridors is
competitive with any similar tour product in the world. Driven by the rapidly
growing middle class markets in China as well as the more established
markets in ROK and Japan, these proposed tourism routes could generate
many thousand travellers each year, each spending upwards of 10 days in
each itinerary.
Much of the infrastructure is in place, there is support from each of the
jurisdictions and the attractions are spectacular; this is a formula for
immediate success as well as attaining the goals of job creation, community
development, environmental protection and new revenues for small local
businesses.
The principal challenge is achieving the level of coordination necessary to
ensure that these goals are realized and that the full potential of the GTR is
fulfilled. Currently that responsibility falls to the GTI Secretariat, a professional
and well-established organization that has the skills and enthusiasm to ensure
the success of this proposed MTD Program.
They GTI Secretariat is the one agency that is positioned to coordinate the
various activities associated with the full launch of the program including:

• Ensuring the capacity building needs are met,
• Branding and marketing strategies are implemented
• Visitor services levels are achieved
• Basic environmental objectives are met

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Greater tumen region cross border tourism routes summary

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