Guam attended Tourism EXPO Japan 2026 held in Tokyo from September 24 to 27, aiming to reinforce its position in one of its key visitor markets. The event also highlighted Japan’s growing role in global tourism, underscored by the presence of World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara.
Representing Guam was a sizable delegation organized by the Guam Visitors Bureau (GVB). This group included officials from GVB and partner organizations from the island’s tourism sector, such as The Tsubaki Tower, Hotel Nikko Guam, Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Dusit Thani Guam
Resort, Dusit Beach Resort Guam, Bayview Hotel Guam, Leo Palace Guam, Village of Donki, Hilton Guam Resort & Spa, RHIGA Royal Laguna Guam Resort, Guam Plaza Resort, Pacific Islands Club, Pacific Island Holidays, Stroll Guam, United Airlines, Japan Airlines, and Trinity Airlines.
During the first two days of the expo, dedicated to business-to-business interactions, the Guam delegation conducted meetings with Japanese travel trade partners. Discussions centered on current market conditions, travel demand trends, opportunities for product development, and potential air service expansions to Guam. GVB also deployed traveler research aimed at understanding Japanese consumer perceptions and travel motivations related to
Guam.
Guam’s cultural presence was prominent throughout the event. Performances by music icons Jesse and Ruby featured at an industry mixer, complemented by traditional CHamoru dance from Guma’ I Mañe’lu Cultural Arts. A CHamoru food truck served local specialties like denanche burger and tinaktak rice. Capitol Kitchen Executive Chef Casey Castro collaborated with GVB to introduce Guam-inspired dishes including kelaguen and a signature calamansi Guam drink, which are now items on the Månnge’ Food Truck menu operating in Tokyo and Osaka. Kika the Ko’ko’ bird mascot also appeared, engaging visitors during the consumer-accessible days of September 26 and 27.
GVB
President and CEO Régine Biscoe Lee emphasized Japan’s ongoing importance as a market, noting that over 235,000 Japanese visitors arrived in Guam in fiscal year 2026. She described Tourism EXPO Japan as an “invaluable opportunity to meet directly with our industry partners, tell our story, and listen to what travelers and the trade are looking for.” GVB Director of Global Marketing Nadine Leon Guerrero added that the expo allowed Guam to present its culture and travel experiences directly to the Japanese travel community and consumers.
Gloria Guevara’s participation as WTTC President and CEO highlighted Japan’s role as a pivotal tourism
economy and a key partner in the global travel sector. This engagement aligns with the upcoming WTTC Global Summit scheduled for October 7–9, 2026, in Valletta, Malta, where the United States’ Special Presidential Envoy for Tourism, Ambassador Nick Adams, will participate prominently alongside other global tourism leaders and representatives from the Guam Visitors Bureau.
Guam’s geographic location in the Western Pacific positions it uniquely between the U.S. tourism market and major Asian outbound markets, particularly Japan. This strategic placement makes Japan a natural partner for Guam’s tourism industry despite its status as a U.S. territory.
Following two trade-only days, Tourism
EXPO Japan opened to consumers on September 26 and 27. Guam used this opportunity to engage Japanese travelers directly through cultural exhibitions, interactive activities, destination information, giveaways, local food experiences, and mascot appearances, aiming to increase visibility and inspire travel to the island.
The presence of over a dozen Guam hotels, resorts, airlines, travel companies, and retail partners at the expo demonstrated the island’s comprehensive tourism offerings. Contributors included The Tsubaki Tower, Hotel Nikko Guam, Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Dusit Thani Guam Resort, Dusit Beach Resort Guam, Bayview Hotel Guam, Leo Palace Guam, Village
of Donki, Hilton Guam Resort & Spa, RHIGA Royal Laguna Guam Resort, Guam Plaza Resort, Pacific Islands Club, Pacific Island Holidays, Stroll Guam, United Airlines, Japan Airlines, and Trinity Airlines.
Guam’s participation at the expanding Tourism EXPO Japan strengthens its international tourism profile by promoting culture, cuisine, and hospitality on a platform that connects the island to key markets, particularly Japan, within a growing global travel industry.
