Guam participated actively at Tourism EXPO Japan 2026 in Tokyo from September 24 to 27, aiming to reinforce its tourism ties with Japan, its key visitor market with over 235,000 arrivals in fiscal year 2026 so far.
Business Meetings Strengthen Industry Links
The Guam Visitors Bureau led a large delegation conducting business-to-business meetings during the expo’s initial two trade days on September 24 and 25. Discussions focused on market conditions, travel demand, product development, and opportunities to expand air service between Guam and Japan. Representatives from multiple hotels, airlines including United Airlines, Japan Airlines and Trinity Airlines, travel associations, and retail partners participated.
Guam’s Delegation Showcases Culture, Cuisine, and Entertainment
Guam’s booth
brought together hospitality stakeholders such as The Tsubaki Tower, Hotel Nikko Guam, and Dusit Thani Guam Resort, alongside cultural and culinary offerings. Traditional CHamoru dance performances were presented by Guma’ I Mañe’lu Cultural Arts. A CHamoru food truck served local dishes like the denanche burger and tinaktak rice. Chef Casey Castro from Capitol Kitchen partnered with Guam Visitors Bureau to highlight Guam-inspired cuisine, including kelaguen and a signature calamansi drink introduced on food trucks in Tokyo and Osaka. Music icons Jesse and Ruby joined the delegation for an industry mixer, enhancing Guam’s cultural appeal.
WTTC Leadership Highlights Japan’s Tourism Role
World Travel & Tourism Council President
and CEO Gloria Guevara attended the expo, underscoring Japan’s strategic importance to global tourism. WTTC’s presence signaled growing collaboration with Japan’s travel industry ahead of the upcoming WTTC Global Summit scheduled for October 7–9, 2026, in Valletta, Malta, where Ambassador Nick Adams, the U.S. Special Presidential Envoy for Tourism, is set to participate prominently.
Direct Consumer Engagement During Expo’s Final Days
Following the trade days, the expo opened to consumers on September 26 and 27, allowing Guam to engage directly with Japanese travelers. The Guam Visitors Bureau presented cultural activities, interactive experiences, giveaways, and appearances by mascot Kika the Ko’ko’ bird at its booth to inspire travel
to the island. GVB Director of Global Marketing Nadine Leon Guerrero noted the event’s value for connecting directly with both the Japanese travel sector and consumers.
Régine Biscoe Lee, GVB President and CEO, 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 the relationships built at the expo are essential for expanding opportunities and converting inspiration into travel.
As Tourism EXPO Japan
continues to grow as a global platform, Guam leverages its geographical position connecting U.S. tourism with major Asian outbound markets. The island aims to solidify its role between the U.S., Japan, and Pacific tourism sectors through these engagements in Tokyo.
