Tourism EXPO Japan 2026 was held at Tokyo Big Sight from September 24 to 27, attracting 183,270 visitors including 113,250 general public attendees on September 26 and 27. The event featured 1,420 exhibitors from 74 countries and 46 Japanese regions. On September 24, the World Travel & Tourism Council, Japan Association of Travel Agents (JATA), and the Tourism EXPO Japan Executive Committee signed a Memorandum of Understanding to enhance international tourism collaboration and knowledge exchange.
Guam’s Cultural and Culinary Presentation at Tourism EXPO Japan 2026
The Guam Visitors Bureau (GVB) and its partners showcased traditional CHamoru culture through dance performances by Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao
Kinahulo’ Atdao na Tåno’, a CHamoru cultural dance group based in Japan, during the final two days of the expo. Guam music icons Jesse and Ruby performed live at the Guam booth, alongside KIKA the Ko’ko’ bird mascot appearing throughout the event.
Guam’s Månnge’ food truck served island-inspired dishes such as denanche burgers, tinaktak rice, kelaguen, and a signature calamansi drink prepared in partnership with Capitol Kitchen Executive Chef Casey Castro. Denne culinary promotion represents the final activation in 2026 with Månnge’, which operates in Tokyo and Osaka, providing Guam visibility through local food experiences.
Business Engagements and Consumer Feedback at the Expo
GVB used the event for
business meetings, media outreach, and to strengthen trade relationships in Japan. The Guam booth promoted upcoming events including the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and Tumon Night Market to generate visitor interest.
More than 1,000 participants completed the GVB consumer survey at Tourism EXPO Japan 2026, doubling the bureau’s original target of 500 responses. The survey collected data on Japanese visitor perceptions, travel barriers, and future visit intentions, informing GVB’s marketing strategies for the Japanese market.
Guam Tourism Industry Partners Participating in the Event
Guam’s presence at the expo was supported by a broad group of stakeholders across several
sectors of its tourism industry. Participating entities included hotels such as 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 participants included Guam Premier Outlets retail, Guam Travel & Tourism Association, Baldyga Group, Village of Donki retail, Pacific Island Holidays, and Stroll Guam. Airlines United Airlines, Japan Airlines, and Trinity Airlines also supported Guam’s promotional efforts at the event.
Guam Visitors Bureau Leadership Comments on Tourism EXPO Japan
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 highlighted the contributions of cultural practitioners, artists, and tourism partners in representing Guam at the expo. Lee also noted, “With over 235,000 visitors so far in FY26, Japan remains an important market for Guam.” She emphasized the importance of partnerships developed in Japan and globally for creating new travel opportunities.
GVB Senior Marketing Manager – Japan Regina Nedlic expressed gratitude for support during the event, saying, “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.”
