Guam tourism was prominently promoted at Tourism EXPO Japan 2026 held at Tokyo Big Sight from September 24 to 27, 2026, an event that drew 183,270 visitors including 113,250 consumer day attendees. The event also featured a new Memorandum of Understanding signed by the World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA), and the Tourism EXPO Japan Executive Committee to advance international tourism collaboration.
Guam Showcases CHamoru Culture and Island Cuisine
The Guam Visitors Bureau (GVB) and its partners highlighted Guam’s culture through live CHamoru dance performances by Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, the
latter based in Japan. Island musicians Jesse and Ruby performed live music at the Guam booth, while KIKA the Ko’ko’ bird mascot engaged attendees throughout the expo. The Månnge’ Food Truck, operating in Tokyo and Osaka, served Guam dishes such as the denanche burger, tinaktak rice, kelaguen, and a calamansi drink developed in collaboration with Capitol Kitchen Executive Chef Casey Castro.
Large-Scale Participation and Consumer Reach
The event included 1,420 exhibitors from 74 countries and 46 regions across Japan, reflecting its global reach. The presence of a broad cross-section of Guam’s tourism industry underscored the collaboration, with participating hotels 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. Other stakeholders included Guam Premier Outlets, Village of Donki, Guam Travel & Tourism Association, Baldyga Group, Pacific Island Holidays, Stroll Guam, and airlines United Airlines, Japan Airlines, and Trinity Airlines.
Business Engagement and Market Research Conducted
GVB and Guam’s tourism partners conducted business meetings, media engagement, and networking during the event to reinforce trade relations. They also conducted a consumer survey with over 1,000 Japanese participant responses, exceeding the 500 target, gathering insights on
perceptions and travel intentions toward Guam. The consumer feedback will inform GVB’s marketing strategy to strengthen its position in Japan, a key source market with over 235,000 visitors to Guam in fiscal year 2026 so far.
Promotion of Upcoming Events and Broadened Tourism Offerings
The Guam booth promoted upcoming island events including the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and Tumon Night Market. In addition to the traditional beach tourism, Guam highlighted offerings such as cultural festivals, golf, destination weddings, and night markets to provide Japanese travelers with a wider array of experiences.
Régine Biscoe Lee, GVB President and CEO,
stated, “Guam has so much to share, and it takes all of us working together to tell that story.” She also said, “The relationships we continue to build in Japan and with global travel partners here at the expo are essential to creating new opportunities for Guam and strengthening the path from inspiration to travel.”
GVB Senior Marketing Manager – Japan, Regina Nedlic, said, “Thank you to everyone who shared their time, energy, and support with us throughout Tourism EXPO Japan. 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.”
