Guam participated in Tourism EXPO Japan 2026 held in Tokyo from September 24 to 27, 2026, working to enhance its presence in the Japanese travel market through a large delegation led by the Guam Visitors Bureau (GVB). The event has grown into a major global tourism industry platform connecting destinations, airlines, travel trade, and consumers.
Guam Delegation and WTTC Participation Strengthen Industry Links
GVB brought representatives from numerous Guam hotels and resorts, including The Tsubaki Tower, Hotel Nikko Guam, Dusit Thani Guam Resort, Dusit Beach Resort Guam, Bayview Hotel Guam, Leo Palace Guam, Hilton Guam Resort & Spa, RHIGA Royal Laguna Guam Resort, Guam Plaza Resort, and Pacific
Islands Club. Airlines United Airlines, Japan Airlines, and Trinity Airlines also participated. The first two days of the expo focused on business meetings with Japanese travel partners to discuss market conditions, travel demand, product development, and air service opportunities.
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara attended, highlighting Japan’s strategic role in global tourism and reinforcing WTTC’s growing collaboration with Japan’s travel industry.
Japanese Market Significance and Guam’s Official Statements
In fiscal year 2026, Guam welcomed over 235,000 visitors from Japan. GVB President and CEO Régine Biscoe Lee stated, “With over 235,000 visitors so far in FY26, Japan remains an important market for
Guam. 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.” She added, “The relationships we continue to build in Japan and with global travel partners here at the expo are essential to creating new opportunities for Guam and strengthening the path from inspiration to travel.”
Cultural and Culinary Promotions Highlight Guam
Guam showcased its culture through performances by the Guma’ I Mañe’lu Cultural Arts group presenting traditional CHamoru dances and music by artists Jesse and Ruby during an industry mixer. Local cuisine was featured via a CHamoru
food truck offering specialties like denanche burgers and tinaktak rice. Capitol Kitchen Executive Chef Casey Castro partnered with GVB to promote Guam-inspired dishes, which were also served by the Månnge’ Food Truck in Tokyo and Osaka, including kelaguen and a signature calamansi Guam drink.
Link to Upcoming WTTC Global Summit and Strategic Positioning
Tourism EXPO Japan’s international role ties directly to the upcoming WTTC Global Summit in Valletta, Malta, scheduled for October 7–9, 2026. Ambassador Nick Adams, the United States’ Special Presidential Envoy for Tourism, is slated for a prominent role at the summit, where travel industry CEOs and government leaders will convene.
Located in the Western Pacific, Guam
serves as a bridge between the U.S. tourism market and major Asian outbound markets. Japan, therefore, is a natural tourism partner for Guam. This geographic and economic positioning enhances the island’s opportunities to leverage growing engagement between American and Asian tourism sectors.
Tourism EXPO Japan opened to consumers on September 26 and 27, during which GVB aimed to raise Guam’s profile among Japanese travelers. Activities included cultural performances, interactive exhibits, destination information distribution, giveaways, and appearances by Guam’s mascot Kika the Ko’ko’ bird. GVB Director of Global Marketing Nadine Leon Guerrero said, “Tourism EXPO Japan gives us the opportunity to
bring Guam directly to the Japanese travel community and, over the next two days, to consumers as well.” She added, “We look forward to continuing the conversation and sharing the warmth, culture, and experiences of Guam with visitors throughout the weekend.”
