Tourism EXPO Japan 2026 took place in Tokyo from September 24 to 27, drawing key global tourism stakeholders. The event included participation from World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara, who highlighted Japan’s significance to international tourism. The expo featured two business-to-business days followed by two days open to consumers, enabling destinations to engage both industry and travelers directly.
Guam Delegation Strengthens Japanese Market Relations
The Guam Visitors Bureau (GVB) led a large delegation representing hotels, airlines, and travel companies at Tourism EXPO Japan. Participating hotel brands included 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 attended alongside travel entities such as Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Pacific Island Holidays, Stroll Guam, and Village of Donki.
During the first two days, Guam officials and tourism stakeholders held business meetings with Japanese travel partners to discuss market conditions, opportunities for product development, air service routes, and ways to expand Guam travel offerings. GVB conducted traveler research focusing on Japanese perceptions
and travel motivations toward Guam.
Cultural and Culinary Promotion to Japanese Consumers
Guam employed cultural showcases and cuisine to differentiate itself at the event. Traditional CHamoru dance performances were conducted by Guma’ I Mañe’lu Cultural Arts, accompanying music by Jesse and Ruby at the industry mixer. Guam’s culinary presence featured a CHamoru food truck serving local dishes such as denanche burger and tinaktak rice.
Capitol Kitchen Executive Chef Casey Castro partnered with GVB to present Guam-inspired cuisine including kelaguen and a signature calamansi drink. These offerings are part of the Månnge’ Food Truck operations in Tokyo and Osaka, introducing new Guam flavors to Japanese consumers.
Japanese Visitor Numbers and Official Statements
Guam received
over 235,000 visitors from Japan in fiscal year 2026 (FY26) up to the expo period. GVB President and CEO Régine Biscoe Lee emphasized Japan’s continued importance as a market, stating: “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 that ongoing relationship building with Japanese and global partners is crucial for creating new opportunities and strengthening travel pathways.
GVB Director of Global Marketing Nadine
Leon Guerrero commented on consumer engagement during the expo’s public days, saying, “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. We look forward to continuing the conversation and sharing the warmth, culture, and experiences of Guam with visitors throughout the weekend.”
Industry Context and Upcoming WTTC Global Summit
Tourism EXPO Japan continues to grow in international relevance, assembling destinations, tourism ministries, airlines, tour operators, hotels, travel companies, media, and consumers from Japan and worldwide. WTTC’s cooperation with the Japanese travel industry, highlighted by Gloria Guevara’s participation, reflects Japan’s dual
role as a major tourism economy and a critical global travel partner.
The expo also aligns with the upcoming WTTC Global Summit scheduled for October 7–9, 2026, in Valletta, Malta. The United States’ Special Presidential Envoy for Tourism, Ambassador Nick Adams, is slated to play a prominent role at the summit, where Guam is also invited alongside global national and regional tourism boards and top industry CEOs.
Guam’s geographic position in the Western Pacific uniquely situates it between the U.S. and major Asian outbound markets, reinforcing Japan’s position as a natural and strategic partner for the island’s tourism market development.
Traveler Impact and New Initiatives
Following two trade-focused days, Tourism EXPO Japan’s consumer days on September 26 and 27 featured Guam’s cultural performances, interactive activities, destination information distribution, giveaways, and appearances by Kika the Ko’ko’ bird mascot. These efforts increased Japanese consumers’ exposure to Guam’s culture and travel options.
The launch of Guam-inspired menu items such as kelaguen and the calamansi drink at the Månnge’ Food Truck in Tokyo and Osaka extends Guam’s cultural footprint in these key Japanese cities, representing new culinary travel incentives for Japanese tourists considering Guam as a destination.
