November 2025 Edition

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Guam Sees Growth in Visitor Arrivals in August, September

The Guam Visitors Bureau (GVB) reported a hopeful resurgence for the tourism sector with its Board of Directors meeting today to review significant gains in visitor arrivals. During the meeting, held on Thursday, October 23, 2025, at 1:30 PM, GVB management presented compelling data indicating a double-digit year-over-year increase in visitor arrivals for August, with preliminary figures for September of this year also showing promising upward trends.

The substantial growth observed over the past two months is a direct result of strategic initiatives implemented earlier in the year. Key among these has been a concerted effort to increase seat capacity to the island, spurred by the implementation of attractive airline incentives. 

In conjunction with enhanced airline connectivity, GVB has intensified its marketing efforts across all its primary source markets with multi-faceted strategies leveraging a mix of digital platforms, traditional media, unique events, and collaborative partnerships to amplify Guam's appeal as a premier travel destination.

Key highlights from the report:

Visitor Arrivals (August 2025 vs. 2024):

Overall Increase: Significant growth in arrivals compared to the same month last year 

Korea: Increased by 33.9% with 38,476 arrivals in 2025 (compared to 28,731 in 2024).

Japan: Increased by 11.5% with 29,168 arrivals in 2025 (compared to 26,156 in 2024).

Taiwan: Increased by 386.5%, reaching 866 arrivals in 2025 (compared to 178 in 2024).

Other Markets: Philippines saw a 1.9% increase, while US/Hawaii, China, and Hong Kong experienced slight decreases.

September 1-15 Arrivals (2025 vs. 2024):

Overall Growth: Continued positive trend for the first half of September.

Korea: Up by 15.4% with 14,133 arrivals.

Japan: Increased by 32.8% with 10,676 arrivals.

Taiwan: Significant increase of 193.9% with 241 arrivals.

Other Markets: Philippines saw a 22% increase, and US/Hawaii increased by 3.3%.

Guam Welcomes Air Seoul and Air Busan Back to Guam

Guam welcomes Air Seoul and Air Busan back to Guam after both airlines had suspended service to Guam in 2022 due to the COVID-19 pandemic.  Both airlines arrived on their first flights back to Guam on October 26th, and were welcomed by officials from GVB and GIAA with souvenir Guam gifts.  Each airline will operate daily flights from Oct 26, 2025 to Mar 28, 2026, adding additional daily flights from Nov 15 to Dec 31, 2025. 

Flight schedules are as follows:

AIR SEOUL

Flight RS101:   Oct 26, 2025 - Mar 28, 2026 (Daily)

Flight RS103:   Nov 15, 2025 - Dec 31, 2025 (Daily)

Flight RS105:   Nov 15, 2025 - Dec 31, 2025 (Daily)

AIR BUSAN

Flight BX614:   Oct 26, 2025 - Mar 28, 2026 (Daily)

Flight BX618:   Nov 1, 2025 - Dec 31, 2025 (Daily)

Guam Promoted as Ideal Study Destination at 25th EDM International Education Fair

The Guam Visitors Bureau (GVB) participated in the 25th EDM International Education Fair held at COEX in Seoul, South Korea from October 18 to 19, introducing Guam as an optimal destination for both short- and long-term English study programs. This initiative is a vital part of Guam's tourism recovery efforts, to recapture and expand this critical market segment.

Recognized as Korea’s largest education-focused fair, the EDM International Education Fair attracts more than 10,000 students and parents each year, providing comprehensive information on overseas study, language programs, and working-holiday opportunities.

GVB Korea Officially Sponsors 2025 FILA White Open Seoul

The Guam Visitors Bureau (GVB) announced its official sponsorship and active participation in the “2025 FILA White Open Seoul,” held through September 27–28, 2025 at Yebitseom on the Han River. GVB engaged visitors with interactive programs throughout the two-day festival, adding energy and excitement to the event.

Hosted by global sports brand FILA, the White Open Seoul is recognized as Korea’s largest urban tennis festival. This year’s edition featured an extensive lineup including tennis and pickleball experiences, celebrity matches, jazz performances, cultural booths, and diverse F&B pop-ups.  Set against the scenic backdrop of the Han River, the festival offered more than just sports— it became a celebration of music, lifestyle, and culture.  Over the course of two days, the event drew approximately 6,000 visitors, creating a vibrant atmosphere across the venue.

At its booth, GVB organized engaging activities such as a reflex mini-game and an SNS follow event, both of which drew enthusiastic participation. Visitors enjoyed interactive experiences and received giveaways, creating a lively atmosphere while learning more about Guam’s diverse offerings. This approach enabled GVB to go beyond conventional promotion and leave a lasting impression of Guam as a fun, active, and memorable travel destination.

Guam Brings Appeal to Tourism Expo Japan 2025

From September 25–28, 2025, Guam proudly showcased at Tourism Expo Japan, also known as "JATA" and the nation’s largest tourism event, held in Aichi with 126,900 visitors. On trade days, 11 Guam companies met over 120 key Japanese buyers and media. On public days, CHamoru dance, island food, and giveaways attracted 12,000+ booth visitors.
The strong response elevated Guam’s presence and marked a proud step toward more Japanese travelers.

The next Tourism Expo Japan will be held in Tokyo from September 24-27, 2026.

JAL Celebrates 55th Anniversary of Guam Service

On October 1, 2025, Japan Airlines (JAL) marked the 55th anniversary of its Guam route with celebrations at both Narita and Guam. Passengers enjoyed Chamoru dance performances in Narita, while the arrival in Guam featured a water salute and photo opportunities. GVB President & CEO Regine Biscoe Lee praised the long partnership between JAL and Guam, expressing hopes to further strengthen tourism and cultural exchange. JAL also launched a “55th Anniversary Guam Campaign,” offering special benefits for travelers.

Japan Tour Sales Begin for “Golf Festa in Guam 2026” – Surge in Japanese Golf Visitors Expected

The popular “Golf Festa in Guam 2026” will be held on January 23, 2026, at the Finest Guam Golf & Resort. The event will feature 18-hole stroke play (New Peoria; self play) and is open to all golfers.  Prizes include a trip to Guam, hotel stays, and golf items (no ceremony; results will be online).  Tour packages from Japan are now available through major travel agencies like Hankyu and Sankei. Each package includes hotel stays at top resorts, two rounds of golf including the tournament, and flights from Tokyo, Osaka, and Nagoya. Golf tourism from Japan is slowly recovering after the pandemic. This event is expected to bring more Japanese visitors back to Guam, giving a welcome boost to local tourism and hospitality.

Guam to Make a Splash at Taipei International Travel Fair 2025

Guam will be represented at Taipei's largest annual travel fair on November 7-10, 2025 in Taipei.  The Taipei International Travel Fair is a premier travel event that provides Guam and destinations around the world to showcase their unique attractions to Taiwanese travelers, boost media exposure and on-site visibility.  Historically, Guam has been known to have one of the most intriguing and colorful booth displays, gaining popularity among event-goers and industry professionals.  GVB members will have the opportunity to be present at the Guam booth, which includes promotional tabletop display, stage time, and distribution of promotional items to consumers during the 4-day expo.  This year's event is expected to exceed the 364,000 in attendance last year.

Si Yu'os Ma'åse' to participating GVB members:  Dusit Beach Resort Guam, Dusit Thani Guam Resort, Dusit Place Tumon Bay, Pacific Islands Club Guam, Hoshino Resorts Risonare Guam, Hilton Guam Resort & Spa, Lotte Hotels, Skydive Guam, and Stroll Guam.

GVB & Taiwan Travel Agent Partner Up for MICE Seminar 

On November 20th, GVB together with key travel company, Lion Travel, will be  holding a Meetings, Incentives, Conventions, and Exhibitions (MICE) seminar for Taiwan's corporate sector and its key officials.  The purpose of the seminar is to introduce Guam as a premier destination for MICE and incentive-travel, showcasing Guam's flight connectivity, hotels, venues, incentive support, services and activities in a unique tropical environment.  The event will target 50-60 corporate decision makers from 30+ leading companies and feature tailored presentations, destination updates, and networking opportunities to drive interest and confidence in Guam as an accessible and valuable MICE destination.  GVB will also be presenting Guam's updated MICE Reward Program at the event.

United Airlines to Upgrade Fleet and Facilities in Guam

United Airlines will be enhancing its travel experience in Guam with upgrades to its Pacific fleet and to its check-in lobby at the AB Won Pat International Airport, according to a recent United release.  

UA plans to replace its Guam-based Boeing 737-800 fleet with Boeing 737 MAX 8 aircraft as early as  February of next year.  

According to United, the new aircraft will operate within the Asia region, including daily flights from Manila to Guam, and offer improved fuel efficiency, seatback entertainment, more legroom, larger

overhead bins, Wi-Fi for purchase, USB charge ports, and wireless Bluetooth connectivity, and brighter LED lighting within United's signature interior.

Also in the plans is the installation of new kiosks at the Guam airport, reducing congestion and time at check-in.

ICYMI (In Case You Missed It):

Cash Prizes for Top Overall Winners of GIDF 

GVB is proud to announce that cash prizes will be awarded to the top winner of the inaugural Guam International Dance Festival (GIDF) in each of the two main categories, thanks to sponsor Bank of Guam.

The Cultural Dance division will feature traditional, ceremonial, or folkloric dances emphasizing authentic representation and attire. 

The Contemporary Dance division will highlight modern, lyrical, interpretive, theatrical, or conceptual dance, focusing on innovation, storytelling, and emotional range.

The Guam International Dance Festival promises to be a vibrant and exciting event to take place on December 5-7, 2025 in Tumon, Guam.  

Registration for the event is now closed with over 25 dance groups signed up representing Japan, Taiwan, Malaysia, Philippines, and Guam.

For sponsorship opportunities, please contact info@visitguam.org or call (671) 646-5278.

The Guam Ko'ko' Road Race is Guam's elite running event, so named to raise awareness of the plight of Guam's territorial bird, the Guam rail or commonly known as the Ko'ko'.  Efforts to save the ko'ko' from extinction are ongoing and public awareness and community involvement inspired by events such as the Guam Ko'ko' Road Race and the Guam Ko’ko’ Kids Fun Run have made a remarkable impact.

A signature event for Guam, the Ko'Ko' Road Race takes place over a two-day period, deeming it "The Ko'ko' Weekend."  The next Ko'ko' Weekend is scheduled for April 11 & 12, 2026 as follows:  

Saturday, April 11, 2026 - Ko'ko' Kids Fun Run

Sunday, April 12, 2026 - Ko'ko' Half Marathon & 5k Ekiden Relay 

Registration is now being accepted online at www.visitguam.com/koko.  Minors require parental or guardian consent.  For sponsorship opportunities or to volunteer for this event, please contact GVB at 646-5278 or info@visitguam.org.  

POST OF THE WEEK

Pictures only tell half the story.

@visitguam_ph

THINGS TO DO

Tumon Night Market

Every Sunday

Guam International
Dance Festival

December 5-7, 2025

Tumua
"Chee Hoo" Tour

November 1, 2025