Tourism EXPO Japan 2026 was held in Tokyo from September 24 to September 27, emerging as an influential global platform for tourism ministries, airlines, tour operators, hotels, travel companies, media, and consumers worldwide.
Guam Reinforces Market Position with Focused Delegation
The Guam Visitors Bureau (GVB) led a sizable delegation to Tourism EXPO Japan 2026, with clear goals to rebuild arrivals from Japan, strengthen relations with airlines and travel partners, and maintain high visibility among Japanese consumers.
During the event’s first two business days, GVB and key Guam tourism stakeholders held multiple business meetings with Japanese travel industry partners. Discussions addressed current market conditions, demand trends, potential product
developments, and expansion of air service to Guam.
GVB also conducted traveler research at the expo to capture Japanese perceptions of Guam and the key motivations driving travel to the island.
Guam’s Broad Industry Representation and Cultural Promotion
Representatives from major 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 participated alongside tourism associations such as Guam Travel & Tourism Association and Baldyga Group.
Airline partners United Airlines, Japan Airlines, and Trinity Airlines were
also present at the Guam booth, alongside retail and entertainment entities like Guam Premier Outlets, Village of Donki, Pacific Island Holidays, and Stroll Guam.
To distinguish itself, Guam highlighted its CHamoru culture through traditional dances presented by Guma’ I Mañe’lu Cultural Arts and food offerings designed by Capitol Kitchen Executive Chef Casey Castro. The cuisine included items such as denanche burgers and tinaktak rice served from a CHamoru food truck. Music icons Jesse and Ruby joined the Guam delegation during an industry mixer.
WTTC Participation Links Japan to Global Tourism Events
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara attended Tourism EXPO Japan 2026, underscoring
Japan’s critical role in the global tourism sector. WTTC’s involvement signals strengthened cooperation with Japan’s travel industry.
The event sets the stage for the upcoming WTTC 26th Global Summit scheduled for October 7–9, 2026, in Valletta, Malta. The US Special Presidential Envoy for Tourism, Ambassador Nick Adams, is slated to participate, with Guam among invited national and regional tourism boards.
Nepal and Thailand Promote Tourism Recovery and Wellness
The Nepal Tourism Board (NTB) fielded senior officials Pradip Gaire and Yub Raj Gurung, joined by Nepal Airlines Corporation and nine private travel and hospitality companies at the expo. Nepal updated stakeholders on the operational status of key tourism hubs
including Kathmandu, Pokhara, Chitwan, and Lumbini, as well as trekking destinations Everest, Annapurna, Langtang, and Manaslu, confirming all remain open following recent monsoon-related disasters.
Nepal focused on business-to-business meetings emphasizing trekking, cultural, spiritual, and wellness tourism products. Campaigns such as Nepalcalling and Nepal Wellness Year 2026 were promoted to support tourism recovery and engagement with the Japanese market.
The Thailand Tourism Authority also used the expo platform to advance wellness-led travel offerings, targeting health-focused tourism trends.
Guam Officials Stress Importance of Japanese Market
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 that maintaining and expanding relationships at the expo is essential for generating new opportunities and strengthening travel inspiration to Guam.
GVB Director of Global Marketing Nadine Leon Guerrero emphasized, “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.”
