PATA Micronesia Chapter, which was established in 1986, has revitalised efforts in developing the region’s tourism sector, with a flurry of new initiatives launched since January.
The chapter’s chairman and Guam Visitors Bureau marketing manager, Pilar Laguaña, said the chapter had ceased to be sufficiently active over the years.
“Micronesia’s economy relies on tourism (but) many travellers don’t realise that the islands beyond Guam have a lot to offer,” she said.
Of the 1.6 million arrivals to Micronesia annually, some 1.3 million footfalls are received by Guam.
She added: “On top of that, these islands lack the resources to develop and promote (themselves).”
The Republic of Palau, for example, has more than 250 islands with world-class dive spots.
Although Micronesia comprises five different governments, Guam Visitors Bureau has taken the lead in building up the region’s tourism potential.
Armed with the authority to represent PATA Micronesia Chapter, the bureau has invited the islands to join forces in destination promotion efforts.
Marketing missions undertaken since the start of 2013 include driving awareness of all destinations within Micronesia in the marketplace and establishing Micronesia as a brand.
In May, the chapter launched a Facebook page and website – www.micronesiatour.com.
“We do not have a lot money and resources to hire a marketing agency, so we start with the website to reach out to the world,” explained Laguaña.
Training programmes have also been introduced to help local travel industry players sharpen their skills in customer service and new product creation.
“Guam has had a success story in developing tourism and (it is time) to also develop (the tourism potential of) the neighbouring islands. If they prosper, Guam will too,” she said.
With the new initiatives in place, the chapter has so far managed to grow its membership from 30 to 80. Laguaña expects membership to reach 111 by the end of this year.
She explained that growing the chapter’s membership is critical as membership dues fund marketing and product development.
Meanwhile, in anticipation of arrivals growth, the government of Guam has developed incentive programmes to attract international hotel investors and alleviate the destination’s room crunch.
