Guam participated in Tourism EXPO Japan 2026 held at Tokyo Big Sight from September 24 to 27, 2026, attracting 183,270 visitors including 113,250 general public attendees during the September 26–27 consumer days. The event featured 1,420 exhibitors from 74 countries and 46 regions across Japan, positioning Guam among major global tourism destinations.
Guam delivered a cultural and culinary experience featuring CHamoru cultural dance groups Guma’ i Mañe’lu and Guma’ Taotao Kinahulo’ Atdao na Tåno’, who performed on the main stage during the final two days of the expo. Guam music icons Jesse and Ruby performed live at the island’s booth,
while KIKA the Ko’ko’ bird mascot engaged visitors throughout the event. Culinary promotions included the Månnge’ food truck serving Guam-inspired dishes such as denanche burger, tinaktak rice, kelaguen, and a signature calamansi drink, developed in collaboration with Capitol Kitchen Executive Chef Casey Castro.
MOU Signed To Expand International Tourism Collaboration
On September 24, 2026, the World Travel & Tourism Council (WTTC), Japan Association of Travel Agents (JATA), and the Tourism EXPO Japan Executive Committee signed a new Memorandum of Understanding. This agreement aims to increase international engagement, industry collaboration, and knowledge exchange within the travel and tourism sectors.
Tourism EXPO Japan 2026’s expanded global role aligns with
Guam’s strategic goal of strengthening its presence in the Japanese tourism market, one of the island’s most important sources of visitors.
Industry Engagement and Partnership Building
The Guam Visitors Bureau (GVB) alongside partners including The Tsubaki Tower, Hotel Nikko Guam, Dusit Thani Guam Resort, Hilton Guam Resort & Spa, United Airlines, Japan Airlines, Trinity Airlines, and Guam Travel & Tourism Association conducted business meetings and networking opportunities. They discussed market conditions, air service, and product development with travel trade partners and stakeholders to reinforce Japan-Guam tourism links.
Other participating partners included Baldyga Group, Guam Premier Outlets, Village of Donki, Pacific Islands Club, RHIGA Royal Laguna
Guam Resort, Leo Palace Guam, Bayview Hotel Guam, Guam Plaza Resort, Pacific Island Holidays, and Stroll Guam.
Consumer Engagement and Data Collection
GVB conducted consumer surveys with over 1,000 Japanese participants, doubling its target of 500 responses. The survey collected data on Japanese travelers’ perceptions of Guam, barriers to travel, interests, and travel intentions. This market insight will inform GVB’s marketing strategies to better tailor promotions to Japanese consumer preferences.
Upcoming Events and Broader Tourism Promotion
At Tourism EXPO Japan, Guam promoted upcoming events including the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and Tumon Night Market. The destination also highlighted offerings beyond beach
tourism, such as golf and destination weddings, to diversify its appeal in the Japanese market.
GVB President and CEO Régine Biscoe Lee stated, “Guam has so much to share, and it takes all of us working together to tell that story.” She expressed appreciation for industry partners and cultural practitioners who represented Guam at the expo and reinforced the island’s strong ties with Japan as a key market with over 235,000 visitors so far in fiscal year 2026.
GVB Senior Marketing Manager – Japan Regina Nedlic thanked supporters of the event and emphasized continuing work to build Guam’s brand awareness
and partnerships in Japan, stating, “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.”
The expo’s scale and the new cooperation agreement between WTTC, JATA, and Tourism EXPO Japan demonstrate the event’s growing importance for international tourism collaboration, providing Guam a vital platform for consumer access and industry relationship development in Asia’s competitive travel market.
