Tourism EXPO Japan 2026 took place in Tokyo from September 24 to 27, with Guam participating through a sizable delegation. The event combined two days of business-to-business meetings followed by two consumer days on September 26 and 27, providing Guam an opportunity to position itself in the expanding global tourism market.
Guam Targets Japanese Travel Market and Industry Relations
The Guam Visitors Bureau (GVB) focused on strengthening connections with Japanese travel partners during the expo’s first two trade days. Representatives engaged in meetings about market trends, travel demand, product development, and air service opportunities. Concurrently, Guam conducted traveler research to assess Japanese perceptions and travel motivators.
Guam Showcases Culture and Cuisine to Consumers
Guam highlighted
its CHamoru heritage with traditional dance performances by Guma’ I Mañe’lu Cultural Arts and introduced island cuisine through a CHamoru food truck serving denanche burger and tinaktak rice. Executive Chef Casey Castro of Capitol Kitchen collaborated with GVB to present Guam-inspired dishes. Meanwhile, new menu items like kelaguen and a calamansi Guam drink debuted at the Månnge’ Food Truck in Tokyo and Osaka. Music icons Jesse and Ruby supported the Guam delegation during an industry mixer.
Leadership Statements Emphasize Japan’s Market Value
GVB President and CEO Régine Biscoe Lee said, “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 these partnerships are key to opening new opportunities and converting inspiration into travel.
GVB Director of Global Marketing Nadine Leon Guerrero remarked, “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.”
Global Tourism Context and Upcoming Events
The
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara participated at the expo, underscoring Japan’s critical role within the global tourism industry. WTTC is deepening cooperation with Japan’s travel sector as Tourism EXPO Japan gains international prominence. Guam’s location in the Western Pacific links it strategically between U.S. tourism and major Asian outbound markets, making Japan a natural source market despite Guam’s US status.
The WTTC’s 26th Global Summit is scheduled for October 7 to 9, 2026, in Valletta, Malta. The United States’ Special Presidential Envoy for Tourism, Ambassador Nick Adams, will have a prominent role, reinforcing US
and Guam visibility at this major international gathering.
Diverse Guam Representation and Consumer Engagement
The Guam booth featured representatives from major hotels including The Tsubaki Tower, Hotel Nikko Guam, Dusit Thani Guam Resort, and Hilton Guam Resort & Spa. Airlines United Airlines, Japan Airlines, and Trinity Airlines also participated alongside Guam travel groups such as Guam Premier Outlets, Guam Travel & Tourism Association, Pacific Islands Club, and Stroll Guam.
During the public consumer days on September 26 and 27, Guam engaged Japanese travelers through interactive experiences, giveaways, cultural performances, and appearances by the Kika the Ko’ko’ bird mascot. These activities aimed to inspire travel interest and
showcase Guam’s unique offerings.
Guam’s Tourism Strategy in Asia-Pacific and U.S. Market
Tourism EXPO Japan 2026 served as a vital platform for Guam to rebuild its critical Japanese visitor market post-pandemic. The event’s increasing global influence amplifies Guam’s ability to link U.S. Pacific tourism with Asia-Pacific outbound demand. Guam’s participation demonstrates the island’s competitive and collaborative stance within the international travel marketplace.
