Guam Visitors Bureau Management had a lot to talk about during the GVB Board meeting on Thursday as they highlighted tourism recovery efforts and progress in markets like Japan which has seen a 32% increase in arrivals from Japan. Officials called it an “incredible rebound” driven by renewed charters, influencer campaigns and even Japanese TV exposure.
According to GVB 552,632 visitor arrivals were recorded from January to September 2025, down about 2% from the same period last year. Despite this, Japan arrivals surged 32% even with a weakened yen.
“We’re up in all of our main markets with incredible rebound growth from Japan… we’re also continuing to see gains from Taiwan mostly form the recent reestablished direct service.” GVB Director of Research Christian Valencia said.
It’s the same picture for the rest of the fiscal year to date, which is down, 3.2% from last year.
“Our year-to-date arrivals figures are down due mostly to the reduction in the seat capacity for Korea in the beginning part of the fiscal year. These seats were later added back in the fiscal year due to air service missions, incentives and commitments,”
GVB saw arrivals beginning to pick up in June, but it was still not enough to make up for the reductions seen earlier in the fiscal year.
Exit Survey Program results from the 4th quarter of FY25 July to Sept., show that Korean visitors spend roughly $553 per person, while Japanese visitors spend about $391, though they tend to stay shorter on island.
GVB management is trying to encourage longer Japanese stays and more on-island spending.
Part of marketing efforts include the “Go Go Guam” Campaign which relaunches Dec. 1 through April 30, 2026. The campaign offers coupons and discounts for hotels, restaurants and retailers.
““We’re continuing our Go Go Guam campaign… It’s an added-value program with many partners already on board,” GVB said.
In Japan, GVB is leveraging social media and television to refresh the island’s image, while in Korea and Taiwan, new airline promotions and cultural exchanges are expanding reach. Guam also recently earned the #1 Best Shore Diving Destination title from Scuba Diving Magazine; a recognition officials plan to feature in future promotions.
Investments in Sports tourism is also a focal point in boosting tourism arrivals, as GVB board made a move to strengthen Guam’s regional sports profile, approving a $550,000 sponsorship for the 2026 Marianas Pro Jiu-Jitsu event series, which will culminate in Guam.
On the assurance that it is not a “one and done” type of event, officials said the investment supports GVB’s push to diversify tourism through sports, culture, and health-oriented events.
AloJapan.com