Tourism EXPO Japan 2026, held from September 24 to 27 at Tokyo Big Sight, attracted 183,270 visitors including 113,250 during the consumer days of September 26 and 27. The event featured 1,420 exhibitors from 74 countries and 46 regions in Japan, showcasing global travel destinations to attendees.
New International Tourism Cooperation Agreement Signed
At the expo on September 24, 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. The agreement aims to reinforce international collaboration, innovation, knowledge exchange, and industry engagement within the global travel sector.
Guam Visitors Bureau Leads Island Promotion
The Guam Visitors
Bureau (GVB), supported by multiple tourism partners, actively promoted Guam through cultural dance groups Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, which performed traditional CHamoru dances. Musicians Jesse and Ruby performed live music, while Guam’s Ko’ko’ bird mascot KIKA interacted with visitors throughout the four-day event.
Capitol Kitchen Executive Chef Casey Castro collaborated with GVB to present Guam-inspired cuisine via the Månnge’ Food Truck, serving dishes including denanche burger, tinaktak rice, kelaguen, and a signature calamansi drink. This culinary promotion took place in Tokyo and Osaka as part of GVB’s broader marketing efforts.
Extensive Stakeholder Participation from Guam
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broad group of Guam’s tourism industry representatives joined the expo, including hotels 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. Retail and service entities such as Guam Premier Outlets, Baldyga Group, Village of Donki, Pacific Island Holidays, and Stroll Guam were also present.
Major airlines United Airlines, Japan Airlines, and Trinity Airlines participated alongside GVB to strengthen promotional and trade relationships aimed at expanding tourism flows from Japan to Guam.
Guam’s Cultural and Culinary Highlights Draw Visitor Engagement
Guam’s
cultural presentations extended beyond performances to direct consumer engagement. More than 1,000 survey responses were collected by GVB at the event, exceeding their goal of 500. These surveys captured Japanese traveler perceptions, travel barriers, interests, and future travel intentions targeting Guam.
The expo also allowed Guam to promote upcoming events such as the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and Tumon Night Market. Alongside cultural attractions, golf and destination weddings were highlighted to broaden Guam’s visitor appeal beyond its beaches and shopping.
Guam Leadership Comments on Strategic Japan Market Focus
Guam Visitors Bureau 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 thanked partners for their efforts in representing the island at Tourism EXPO Japan and acknowledged the importance of Japan as a tourism source with over 235,000 visitors to Guam in fiscal year 2026.
GVB Senior Marketing Manager – Japan, Regina Nedlic, emphasized that the event facilitated meetings with industry partners and conversations with travelers, reinforcing ongoing efforts to build Guam’s brand awareness in Japan.
Tourism EXPO Japan’s Role in Global Travel Promotion
As one of Japan’s largest travel events, Tourism EXPO Japan provides a critical platform for destination marketing,
trade networking, and consumer outreach. The recently signed cooperation agreement between WTTC, JATA, and the expo’s executive committee aims to enhance international tourism connections and knowledge sharing.
Guam’s participation aligns with its strategic priority to grow the Japan market, leveraging the expo’s broad reach of 1,420 exhibitors and over 183,000 visitors to promote its cultural, culinary, and experiential tourism offerings.
