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(Tumon, Guam) — With air seat capacity from Korea set to exceed 50,000 in July and 60,000 in August, and a steady 7% increase in arrivals from Japan, the Guam Visitors Bureau (GVB) Board of Directors convened on June 26, 2025 to spotlight these critical market gains while reviewing financial updates, local initiatives, and upcoming campaigns supporting the island’s ongoing tourism recovery.
Board Chairman George Chiu opened the meeting by recognizing GVB President & CEO Régine Biscoe Lee on her 100th day in office and thanked GVB staff for their dedication to revitalizing Guam’s tourism. Senator Chris Duenas also attended to present Resolution 57-38-COR, introduced by Tourism Committee Chairman Jesse Lujan, commemorating Tourism Month.
Korea Market: Rebounding Arrivals and Aggressive Marketing Push
During the Management Report, the Board reviewed key progress in the Korea market. While visitor arrivals from Korea remained steady, Chairman Chiu noted that recent negative press overlooked a critical factor: airline seat capacity to Guam from Korea is rapidly increasing. Seat availability is expected to exceed 50,000 in July and 60,000 in August—setting the stage for a late-year surge.
To support this rebound, GVB has mounted an aggressive campaign in Korea, including:
• A successful Honeymoon & Wedding Familiarization Tour in May.
• A high-visibility “Guam Day” event at the Hanwha Eagles Baseball Stadium, reaching over 20,000 fans.
• Participation in the Seoul International Travel Fair, showcasing Guam through an award-winning booth.
• Strategic campaigns with Jeju Air and Jin Air offering giveaways and flight discounts.
• A KGGA Golf FAM Tour aimed at the lucrative golf tourism segment.
• Influencer collaborations, including local engagement at the Ina Wellfest.
Japan Market: Rising Arrivals and Prime-Time TV Spotlight
Japan arrivals are growing steadily at 7%, according to Japan Committee Chairman Ken Yanagisawa. He announced that GVB is supporting a new TV Tokyo docu-drama series featuring Guam as its first international location. The show, debuting July 1, is expected to elevate Guam’s profile in sightseeing, destination weddings, and signature events like the Mango Festival.
Other highlights from Japan include:
• Return visits by top influencers Koyakky and Miki Daiun to promote Guam.
• Participation in the Osaka Travel Expo, expanding GVB’s social media reach.
• A new joint campaign with Japan Airlines (JAL) in the lead-up to JAL’s 55th anniversary on October 1.
• An educational tour hosted for students from the University of Aichi.
Taiwan, China & Hong Kong: Expanded Flights and Cultural Campaigns
GVB confirmed that direct flights from Taipei have resumed, contributing to growth from Taiwan, China, and Hong Kong. Average load factors reached 73% in April and May, prompting United Airlines to extend promotional fares through November.
GVB’s Taiwan efforts included:
• The first Taiwan Road Show, drawing strong tour operator engagement across three cities.
• A Taiwan media luncheon with 17 major outlets.
• Participation in the Taipei Tourism Expo (TTE).
• A creative boba tea partnership with Milksha, launching a Guam-themed flavor.
• Engagement in Governor Lou Leon Guerrero’s Trade Mission to Taiwan.
North America and Military Impact
In the North American market, GVB noted that upcoming military exercises on July 9—coinciding with peak tourist season—could affect hotel availability.
Local Updates: Events, Environmental Action, and Community Engagement
The Board reviewed highlights from the recent Guam Micronesia Island Fair (GMIF) and previewed upcoming events including the Maoli concert and Guam Liberation & Memorial festivities. GVB also responded to public concerns about visible angel hair algae near hotel coastlines. The Bureau is coordinating with federal and local agencies and has engaged Congressman James Moylan and Senator Angel Demapan to explore federal cleanup support.
Finance & Governance: Clean Audit and Strategic Funding
GVB received a clean audit from the Office of Public Accountability (OPA), according to Finance Director Rudd Gudmalin. However, one finding cited incomplete Board responses on related party disclosures. GVB committed to improving Board compliance and upholding financial transparency.
A $3.7 million increase in TAF appropriations from FY 2024 was confirmed. However, a shortfall is projected for the current fiscal year. Chairman Chiu noted that GVB is exploring HOT bond funds and budget reallocations to continue tourism recovery marketing.
The Board also approved RFP 2025-011 for Integrated Marketing and Community Engagement services.
Looking Ahead: Tech Innovation and Safety Expansion
Additional developments included:
• The resumption of Visitor Exit Surveys, with a draft expected at the July Board meeting.
• Progress on a Guam Visitor App, potentially integrating work by University of Guam graduate students and the former Shop Guam platform.
Agenda items proposed for the July 24, 2025 meeting include:
• Expansion of the Visitor Safety Officer (VSO) program beyond Tumon and Hagatna.
• New revenue strategies to fund visitor and community safety efforts.
The meeting concluded with a reaffirmed commitment to innovation, accountability, and delivering a world-class visitor experience for all who come to Guam.
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