Tourism EXPO Japan 2026 was held in Tokyo from September 24 to 27, drawing global tourism stakeholders including destinations, airlines, and travel companies. The event has grown in international prominence, serving as a key platform for industry collaboration ahead of the WTTC Global Summit.
Guam Visitors Bureau Engages Japanese Travel Market
The Guam Visitors Bureau (GVB) led a delegation to Tourism EXPO Japan 2026 to strengthen ties with Japanese travel trade partners. The group conducted business meetings focused on market conditions, travel demand, product development, and air service opportunities. GVB also carried out traveler research to analyze Japanese consumer perceptions and motivations for visiting Guam.
Hotel, Airline, and Tourism Stakeholders Represent Guam
Guam’s exhibition
at the event included representatives from multiple hotels and resorts such as The Tsubaki Tower, Hotel Nikko Guam, Dusit Thani Guam Resort, Hilton Guam Resort & Spa, and Pacific Islands Club. Airlines on the Guam booth included United Airlines, Japan Airlines, and Trinity Airlines. Tourism organizations like the Guam Travel & Tourism Association, Baldyga Group, and Village of Donki also participated.
Cultural and Culinary Showcases Highlight Guam
Guam highlighted its cultural heritage with traditional CHamoru dance performances by Guma’ I Mañe’lu Cultural Arts and a food truck serving local dishes including denanche burger and tinaktak rice. Capitol Kitchen Executive Chef Casey Castro promoted Guam-inspired cuisine with
kelaguen and a signature calamansi beverage at the Månnge’ Food Truck in Tokyo and Osaka. Music artists Jesse and Ruby joined the Guam delegation for an industry mixer.
WTTC President Gloria Guevara and Upcoming Global Summit
World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara participated at the Tokyo event, underscoring Japan’s role in global tourism. The WTTC will hold its 26th Global Summit from October 7–9, 2026, in Malta, where U.S. Special Presidential Envoy for Tourism Ambassador Nick Adams will have a prominent role.
Japanese Visitor Numbers and Official Statements
More than 235,000 visitors from Japan arrived in Guam so far in fiscal year 2026. GVB President and CEO Régine Biscoe
Lee stated, “With over 235,000 visitors so far in FY26, Japan remains an important market for Guam. Tourism EXPO Japan provides an invaluable opportunity to meet directly with our industry partners, tell our story, and listen to what travelers and the trade are looking for.” She emphasized the value of building relationships to create new opportunities for Guam and strengthen travel inspiration pathways.
GVB Director of Global Marketing Nadine Leon Guerrero added, “Tourism EXPO Japan gives us the opportunity to bring Guam directly to the Japanese travel community and, over the next two days, to consumers as well. We look
forward to continuing the conversation and sharing the warmth, culture, and experiences of Guam with visitors throughout the weekend.”
Consumer Engagement at Tourism EXPO Japan 2026
On the consumer days of September 26 and 27, GVB engaged Japanese travelers with interactive activities, cultural presentations, giveaways, and appearances by Kika the Ko’ko’ bird mascot. This direct contact aimed to raise awareness of Guam’s travel offerings among Japanese consumers.
Guam’s Strategic Positioning in the Pacific Tourism Market
Located in the Western Pacific, Guam bridges U.S. and Asian tourism markets. Its proximity to Japan makes it a natural tourism partner, leveraging its U.S. status and Pacific location. Participation in Tourism EXPO Japan 2026 aligns with Guam’s strategy to
strengthen its position at the crossroads of U.S., Japanese, and Pacific travel sectors.
