Lt. Governor Mendiola Calls for “Paradigm Shift” in CNMI Tourism Marketing

CNMI Lt. Governor Dennis Mendiola is calling for a new approach to tourism marketing, saying the Commonwealth must adapt to the realities of the modern digital landscape instead of relying on outdated strategies.

Mendiola emphasized the growing role of social media and digital engagement in shaping consumer behavior and travel decisions worldwide.

"In today’s digital era, consumer behavior and travel decisions are increasingly driven by social media influence and online engagement," he said.

The lieutenant governor suggested the CNMI should reconsider how tourism promotion funds are spent, proposing greater investment in content creators and digital influencers who can promote the islands to global audiences through authentic storytelling and online platforms.

"Instead of relying heavily on outside consultants, we should consider investing in credible and influential content creators who can authentically showcase the beauty, culture, and experiences of the CNMI to a global audience. This approach may provide a far greater return on investment while modernizing the way we promote our islands to the world."

The statement also questioned whether continuing traditional tourism marketing strategies is enough to address the CNMI’s long-standing tourism challenges.

"If tourism has been a challenge for quite some time now, then continuing to do the same things we did many years ago while expecting a different outcome may be shortsighted."

Mendiola pointed to recent global trends showing the rapid rise of digital creators and influencer-driven media, citing statistics published by Forbes.

“According to Forbes, content creators are “rewriting the script” for media and entertainment, with creator-driven revenues increasing by 18% from 2024. Forbes further reported that, in 2025, approximately 67 million content creators worldwide saw a combined audience growth of 3.4 billion followers — a 24% increase from the previous year. Those numbers alone demonstrate where global attention, influence, and consumer engagement are rapidly shifting. If we truly want to compete in the modern tourism market, then we must adapt to the realities of the modern world."

He called for the CNMI to modernize its tourism outreach efforts in order to remain competitive in today’s global travel market.

"The world has changed, marketing has changed, and the way we reach people must evolve too."