Guam promoted its tourism sector at Tourism EXPO Japan 2026 held from September 24 to 27, 2026, at Tokyo Big Sight, where the event attracted 183,270 visitors, including 113,250 consumers during the final two days. The event featured 1,420 exhibitors from 74 countries and 46 Japanese regions, highlighting its global scale. During the expo, the World Travel & Tourism Council (WTTC), Japan Association of Travel Agents (JATA), and the Tourism EXPO Japan Executive Committee signed a Memorandum of Understanding to enhance international tourism cooperation and knowledge exchange.
Guam’s Cultural and Culinary Showcase
The Guam Visitors Bureau (GVB) and local tourism partners presented a range of
cultural performances and culinary experiences to promote the island’s heritage and appeal. Two CHamoru cultural dance groups, Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, performed separately and then together on the main stage, demonstrating traditional dances to an international audience. Live music from Guam artists Jesse and Ruby added authentic island sounds at the Guam booth.
Guam’s cuisine featured prominently through the Månnge’ Food Truck, which served island dishes, including the denanche burger, tinaktak rice, kelaguen, and a signature calamansi drink. Executive Chef Casey Castro from Capitol Kitchen collaborated with GVB for the culinary
promotion. The food offerings offered attendees a direct taste of Guam’s distinctive flavors.
Industry Engagement and Market Research
At Tourism EXPO Japan, GVB and Guam’s tourism partners conducted business meetings, media outreach, and networking sessions aimed at strengthening partnerships and exploring new opportunities with Japanese travel industry stakeholders. The Guam booth actively promoted upcoming island events such as the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, and Tumon Night Market.
More than 1,000 consumers completed surveys at the pavilion, surpassing GVB’s goal of 500 responses. These surveys gathered data on Japanese perceptions of Guam, travel motivations, and barriers
to visiting. The bureau plans to use these insights to shape its Japanese market strategy.
Guam Tourism Stakeholders Represented
Guam’s presence was supported by a broad selection of visitor industry stakeholders, including 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. Additional representation came from Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Village of Donki, Pacific Island Holidays, Stroll Guam, and airlines United Airlines, Japan Airlines, and Trinity Airlines. These
partners represented sectors spanning accommodation, retail, airlines, attractions, and transportation.
Leadership Statements on Japan Market Importance
GVB President and CEO Régine Biscoe Lee emphasized the collective effort of industry partners, artists, and cultural practitioners to present Guam at the expo, stating, “Guam has so much to share, and it takes all of us working together to tell that story.” She acknowledged the dedication of the team representing Guam in Tokyo and thanked Japanese partners for their continued support.
Senior Marketing Manager – Japan Regina Nedlic highlighted the chance to engage with industry partners and travelers, saying, “We had the opportunity to meet with our industry partners,
speak with travelers, and continue conversations that will carry forward after the expo.” Biscoe Lee also noted, “With over 235,000 visitors so far in FY26, Japan remains an important market for Guam,” and added that the relationships built at the expo are key to increasing travel from Japan to the island.
Tourism EXPO Japan’s International Scope and Partnerships
Tourism EXPO Japan 2026 solidified its status as one of the largest tourism gatherings in Japan and an influential global event, hosting 1,420 exhibitors from 74 countries and numerous Japanese regions. The new Memorandum of Understanding involving WTTC, JATA, and the Tourism EXPO Japan Executive Committee aims to strengthen
industry collaboration, enhance innovation, and encourage international engagement within the travel sector. Japan remains a pivotal market for Guam, making the expo a strategic platform for the island to promote its tourism offerings beyond traditional beach and shopping appeals, with a strong emphasis on culture, cuisine, music, and events.
