Green travel trend: Northern Marianas eyes ‘regenerative tourism’ brand
- Admin
- Aug 13
- 3 min read
By Mar-Vic Cagurangan
With the failed casino experiment now in the rearview mirror, the Northern Marianas sets its sights on a new tourism model, which leans toward green travel and abandons mass consumption.
The Marianas Visitors Authority is seeking to explore “regenerative tourism,” a concept focused on ensuring tourism leaves destinations in a better state than before and restores the ecosystems.
MVA noted that regenerative tourism is “rapidly evolving from a niche concept into a major global travel trend, especially in response to climate challenges, shifting traveler values and destination resilience goals.”
“Living in harmony with nature is part of our traditional culture in the Marianas, and this is something many of today’s travelers are looking for when they choose their next destination,” said Jamika R. Taijeron, MVA managing director.
The phrase “regenerative travel” was coined by Jonathon Day, an associate professor at Purdue University, and popularized by the New York Times in 2021. As global travel slowly resurrected from the Covid-induced lull, industry planners aimed for greener and non-destructive tourism.
After being in the prolonged post-pandemic doldrums, the CNMI’s main economic driver is starting to see signs of recovery, with increased visitor arrivals and renewed interest from airlines and industry partners.
Before the pandemic, the CNMI relied on the Chinese market, with the now-closed Imperial Pacific’s casino facility as its main attraction.
The retail side of CNMI tourism was also weakened by the closure of DFS T Galleria on June 30.
“We must keep pace to remain attractive as a destination,” said Taijeron.
She noted that the new breed of travelers is drawn to destinations where government policy and community practice are directed at protecting their natural resources.
Taijeron underscored the need for the CNMI to offer tours, products, and services that “connect visitors in an authentic way with this way of life,” and at the same time, help preserve the local culture.
Under the Northern Marianas College’s Green Growth initiative, which was launched last year, the MVA said it is joining other tourism partners in exploring opportunities for regenerative tourism on the local front.
“The goal of eco-tourism is to minimize harm to nature and promote conservation with low-impact travel to natural areas,” the MVA said in a press release.
“The goal of regenerative tourism is to leave places better than they were before, through active restoration of ecosystems and communities,” it added.
The agency said rebranding the island destination with new products and policies aligned with the global travel trend will supplement the industry stakeholders’ efforts to stabilize air service, among other components of the proposed three-year tourism recovery plan.
“I believe we can adapt their strategies to address our unique struggles in the Marianas, particularly in empowering all stakeholders to be proud stewards of our islands. Community engagement is crucial for successfully implementing any new policies,” said Raquel Aguon, MVA product development manager and cultural practitioner.
Aguon was among the CNMI delegates to the Regenerative Tourism Policy Roundtable hosted by non-profit Regenerative Vanua from July 16 to 19 in Port Vila, Vanuatu.
“At the roundtable, I gained valuable insight into the policymaking process and the essential role of research and data in supporting policy decisions. I also recognized the similar challenges we face as isolated islands,” she added.
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