Tourism EXPO Japan 2026 took place from September 24 to 27 at Tokyo Big Sight, attracting 183,270 visitors including 113,250 general public attendees during the consumer days on September 26 and 27. The event featured 1,420 exhibitors from 74 countries and 46 regions in Japan, establishing itself as a major global travel industry platform.
WTTC, JATA, and Tourism EXPO Japan Signing
During the event on September 24, the World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA), and the Tourism EXPO Japan Executive Committee signed a new Memorandum of Understanding. The agreement targets enhanced international collaboration, innovation, knowledge exchange, and industry-wide engagement.
Guam’s Cultural and Culinary Showcase
The
Guam Visitors Bureau (GVB) presented CHamoru culture through dance groups Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, which performed traditional dances during the final two days of the expo. Live island music was provided by Guam artists Jesse and Ruby at the Guam booth.
Food offerings included Guam-inspired dishes served from the Månnge’ Food Truck, operating in Tokyo and Osaka. The menu featured denanche burgers, tinaktak rice, kelaguen, and a signature calamansi drink developed in partnership with Capitol Kitchen Executive Chef Casey Castro.
Industry Participation from Guam
Guam’s industry partners attending the expo included major hotels such as
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 represented were United Airlines, Japan Airlines, and Trinity Airlines.
Additional stakeholder participation involved Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Village of Donki, Pacific Island Holidays, and Stroll Guam, covering a broad spectrum of the island’s visitor economy.
Business Engagement and Marketing Efforts
GVB officials conducted business meetings, media engagements, and networking with Japanese travel trade partners. Consumer surveys exceeded expectations, with over 1,000
respondents providing data on travel preferences and perceptions, more than double GVB’s target of 500 responses.
The event also promoted upcoming Guam experiences like the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and the Tumon Night Market, alongside golf and destination wedding offerings.
Statements from Guam Officials
GVB President and CEO Régine Biscoe Lee emphasized the collective effort in presenting Guam’s story: “Guam has so much to share, and it takes all of us working together to tell that story.” She added, “Our tourism industry partners, artists, cultural practitioners, and team brought different parts of Guam to
Tokyo this week. We are grateful for the work they put in to represent our island and for the continued support of our partners in Japan.” Lee also noted Japan’s importance as a market with over 235,000 visitors to Guam so far in FY26.
GVB Senior Marketing Manager – Japan, Regina Nedlic, stated, “We had the opportunity to meet with our industry partners, speak with travelers, and continue conversations that will carry forward after the expo. We look forward to building on these connections as we continue working with our trade partners and aggressively building Guam’s brand awareness in Japan.”
Guam’s Strategic Positioning at Tourism EXPO Japan
Tourism EXPO Japan remains one of Japan’s largest annual travel events, attracting travel professionals, consumers, and destinations from around the world. Guam leverages this platform to engage directly with Japanese consumers, travel trade partners, and media, positioning the island’s tourism sector competitively within the Asian market.
The new MOU between WTTC, JATA, and the Tourism EXPO Japan Executive Committee enhances the event’s role in international collaboration, further supporting Guam’s efforts to maintain visibility and strengthen market connections in Japan.
