MVA bets on sports tourism to drive visitor economy

BY MARK RABAGO
Saipan Correspondent

GARAPAN, Saipan — The Marianas Visitors Authority is doubling down on sports tourism as a key pillar of the commonwealth's visitor economy, saying athletic events not only attract international competitors but also generate hotel stays, restaurant sales, transportation demand, retail spending, and worldwide exposure that benefits businesses across Saipan, Tinian, and Rota.

As the NMI continues rebuilding its tourism industry, the tourism body sees sports tourism as an increasingly important niche capable of diversifying visitor arrivals and extending economic activity beyond traditional leisure travel.

Judy C. Torres, acting managing director of MVA, said sports tourism has evolved beyond simply hosting races or tournaments and has become an integral component of MVA's long-term destination marketing strategy. "Sports tourism is an important part of MVA's niche marketing strategy."

She said sporting events produce a ripple effect throughout the economy, as athletes are often accompanied by family members, coaches, support crews, and spectators who spend money during their stay. "Equally important, sporting events bring media attention to our destination, especially through social media exposure," Torres said.

The MVA executive said MVA supports sports tourism through strategic partnerships and by promoting events that complement the NMI’s "Far From Ordinary" brand, while providing long-term value to the destination.

Beyond visitor spending, Torres said sports tourism gives the NMI valuable international exposure through media coverage and user-generated social media content that can influence future travel decisions. Unlike one-time advertising campaigns, participants often share their experiences with audiences in overseas markets, providing lasting promotional value for the islands.

Following the departure of events such as Tagaman and XTERRA, Torres said the annual SKECHERS Saipan Marathon has become MVA's premier international participation event, describing it as the premier international participation event which “continues to attract runners from around the globe."

MVA also organized the Hell of the Marianas century cycle, Rota Marathon, and Tinian Hot Pepper Festival 5K during the current fiscal year in partnership with Northern Marianas Athletics, the mayor's offices of Tinian and Rota, and the Saipan Unity Lions Club. Torres credited those partnerships with expanding the events reach while ensuring smooth execution.

MVA has also begun introducing new events highlighting the islands' unique history and environment. Among them is the Saipan Sugarcane Railroad Journey Run 81KM, developed with Sports Aid Japan and tracing the route of Saipan's historic sugar railway. Another is SWIM (Salt Water Invigorating Movement) in the Marianas, organized with the Guangzhou Tianhe District Swimming Association to showcase the NMI's warm lagoon waters, marine life, and historical attractions.

Torres said the Northern Marianas possesses several competitive advantages that position it well in the growing sports tourism market. She cited the NMI's year-round tropical climate, scenic, and relatively uncrowded roads for running and cycling, internationally recognized diving and open-water venues, championship golf courses, and the ability for visitors to experience multiple islands during a single trip.

The NMI’s welcoming community is another reason athletes and visitors return repeatedly, she said. The islands already have sporting facilities capable of hosting tournaments, competitions, and training camps to attract both recreational participants and higher-level athletes, Torres said.

MVA's support extends beyond marquee events, she said, with the authority also assisting local sports associations that host competitions, invite overseas teams, and create additional opportunities for athletes to compete and train in the NMI. Those events likewise benefit residents by creating volunteer opportunities and giving local athletes greater exposure to higher levels of competition without leaving the islands, she said.

Aside from its signature races, Torres said MVA continues supporting other sports tourism events whenever funding permits. These include the annual Saipan International Fishing Tournament as well as fishing tournaments on Tinian and Rota, reflecting the authority's effort to showcase the diversity of outdoor recreation available throughout the NMI.

Torres said MVA intends to stage the SKECHERS Saipan Marathon, Hell of the Marianas, Rota Marathon, and Saipan Sugarcane Railroad Journey Run 81KM during the next fiscal year, although the final schedule will depend on the authority's budget once it is approved.

"We continue to evaluate the return-on-investment for our signature events, while enhancing those events and exploring new ones that embody Far From Ordinary and elevate the visitor experience."

She said MVA will continue refining its established events while exploring new concepts that strengthen the CNMI's position as a sports tourism destination. For the business community, the strategy represents an effort to attract visitors whose spending reaches multiple sectors of the economy — while helping position the NMI as a year-round destination for international athletic competitions and training. mbj