Tourism EXPO Japan 2026 was held in Tokyo from September 24 to 27, attracting global tourism stakeholders and strengthening key markets like Japan for Guam.
Guam Delegation Engages with Japanese Travel Industry
The Guam Visitors Bureau (GVB) arrived at the event with a sizable delegation, including representatives from major hotels and airlines such as The Tsubaki Tower, Hotel Nikko Guam, Hilton Guam Resort & Spa, United Airlines, Japan Airlines, and Trinity Airlines. Over the first two trade days, GVB and other Guam tourism stakeholders held business meetings with Japanese travel partners to discuss travel demand, market conditions, product development, and opportunities for air service expansion.
Cultural and Culinary Promotion at the Expo
Guam showcased
its culture and cuisine through CHamoru dance performances by Guma’ I Mañe’lu Cultural Arts and a food truck serving local dishes like denanche burger and tinaktak rice. Capitol Kitchen Executive Chef Casey Castro partnered with GVB to promote Guam-inspired dishes, introducing kelaguen and a calamansi Guam drink on Tokyo and Osaka menus via the Månnge’ Food Truck. Music icons Jesse and Ruby also participated in an industry mixer alongside the delegation.
WTTC Presence and Upcoming Global Tourism Events
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara attended Tourism EXPO Japan 2026, emphasizing Japan’s significance in global tourism. The event occurs weeks ahead of the
WTTC 26th Global Summit scheduled for October 7–9 in Valletta, Malta, where Ambassador Nick Adams, the U.S. Special Presidential Envoy for Tourism, will have a key role. Guam Visitors Bureau’s participation aligns with both WTTC initiatives and the island’s strategic positioning in the Western Pacific.
Statements from Guam Tourism Leadership
GVB President and CEO Régine Biscoe Lee reported that Japan remains a vital market for Guam, with over 235,000 visitors recorded in fiscal year 2026 so far. She said, “Tourism EXPO Japan provides an invaluable opportunity to meet directly with our industry partners, tell our story, and listen to what travelers and the trade are
looking for.” GVB Director of Global Marketing Nadine Leon Guerrero added that the expo enables direct engagement with Japanese consumers, sharing Guam’s culture and travel experiences through performances, food, and interactive activities during the consumer days on September 26 and 27.
Consumer Engagement and Direct Traveler Outreach
Following the initial business-to-business days, Tourism EXPO Japan opened to consumers on September 26 and 27. Guam utilized these days to interact directly with Japanese travelers through cultural performances, food tastings, giveaways, and appearances by Kika the Ko’ko’ bird mascot. These efforts aim to enhance Japanese traveler interest in Guam and support visitor arrival recovery.
Guam’s Strategic Role in Global Tourism
Tourism EXPO Japan 2026
is expanding its international influence as a global tourism platform, hosting airlines, governments, travel companies, and media. WTTC’s involvement underscores Japan’s pivotal role in the world travel sector. Guam’s geographic location in the Western Pacific situates it strategically between the U.S. tourism economy and major Asian markets, making Japan one of its natural visitor sources. Participation in this event supports Guam’s position at the intersection of U.S., Japanese, and Pacific tourism markets.
