As Guam pushes forward in its mission to revitalize tourism, a surprising barrier has emerged in its primary market: Japan.
A startling drop in Japanese passport ownership may be one of the most overlooked reasons why Japanese visitors have not returned in strong numbers.
At the Guam Visitors Bureau’s recent quarterly membership meeting on May 15, the Bureau’s Recovery Committee gave a presentation on updates and costs on the road to recovery, as well as Omnitrak TravelTalk America president and COO Chris Kam delivering data-packed insights into recovery strategies.
Among them, one slide stood out: a decline in Japanese passport holders—from 25% of the population in 2018 to just 17.5% today.
That decline translates to a loss of 10 million potential international travelers—from 31 million passport holders before the pandemic to only 21 million in 2025.
In stark contrast, South Korea has moved forward. In 2018, 40% of Koreans held passports. Today, that figure is estimated at 50–60%, totaling up to 30 million ready-to-travel citizens.
Taiwan stands at 75%, the U.S. at over 48%, and Europe at an average of 70–90%. Even the Philippines has passed Japan, with a 26% passport ownership rate.
What’s holding Japan back?
The decline in passports isn’t simply bureaucratic. Expirations during COVID were followed by economic challenges.
The yen’s depreciation has made overseas travel costlier. Domestic tourism surged as Japanese travelers rediscovered local treasures.
Add to that the nation’s strict work culture and rising concerns about safety abroad, and it becomes clear why many have set their passports aside.
Japan’s response
Efforts to reverse the trend have already begun:
The Ministry of Foreign Affairs, MOFA, introduced online passport applications in 2023.The Japan Association of Travel Agents, JATA, launched a campaign offering ¥5,000–¥10,000 subsidies for travelers under 30 applying for passports.Proposals are on the table for free passports for 18-year-olds.Travel agencies are promoting discounted passport rates tied to overseas tour bookings.Role for Guam, region
Guam is uniquely positioned to support this recovery:
“First trip back” destination – Short flight, yen-friendly pricing, cultural familiarity.Incentives for new passport holders – Discounts, cultural vouchers, and limited-time offers.Group travel for first timers – Guided, language-supported tours to reduce hesitation.Nostalgic connections – Japanese signage, comfort foods, World War II heritage sites.Regional strategy, government partnerships
Guam and other Micronesian islands can partner with the Japanese government to align passport initiatives with Japan’s travel recovery efforts.
A joint campaign would boost tourism across the region while supporting Japan’s outbound travel revival.
Expanding this effort to include the broader Pacific Asia region could amplify its impact.
A united front would strengthen tourism ties, increase visibility, and position the entire region as a welcoming destination for Japan’s next wave of international travelers.
Powerful opportunity
Japan’s decline in passport ownership is not just a domestic concern—it’s a call to action for the entire region.
Rather than viewing this trend as a barrier, Guam and its Pacific neighbors can treat it as a powerful opportunity to build lasting partnerships, drive economic recovery, and reshape travel for a new era.
The door to Japan is not closed; it’s simply waiting to be reopened—with intention, vision, and purpose.
With leadership, collaboration, and a unified strategy, Guam can help turn the page—positioning itself and the broader Pacific Asia region as the gateway for Japan’s outbound tourism renaissance.
William “Bill” Nault is vice chairperson of the Guam Travel & Tourism Association and president of Nautech Guam Corp., doing business as Nautech Travel Services.
AloJapan.com