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(Seoul, Korea) — The Guam Visitors Bureau (GVB) successfully held its 2026 New Year event on February 5, bringing together key partners to share its marketing direction and major initiatives centered on wellness for the year ahead. Representatives from airlines, media outlets, and the travel industry attended the event, exchanging ideas on expanding wellness- and sports-focused content while connecting and engaging with one another in a friendly and relaxed atmosphere.
GVB drew strong attention at the event by unveiling the new “Scent of Guam” project. This latest initiative expands upon the successful “Color of Guam” and “Taste of Guam” projects, which are all part of the overarching “Sense of Guam” campaign. This campaign seeks to articulate Guam’s unique identity and emotional connection through the five senses. This integrated, multi-sensory approach allows the bureau to present the island’s charm in a more profound and captivating way, utilizing diverse sensory elements inspired by the island itself.
As part of the “Scent of Guam” project, three signature fragrances inspired by Guam’s nature were introduced, along with an interactive sampling space where guests could experience the scents firsthand. The program was designed to naturally evoke travel memories and emotions through fragrance, offering visitors a more immersive way to connect with Guam’s identity and stories.
GVB also shared its plan to position 2026 as a milestone year for its “Wellness Island” initiative, with a focus on expanding travel content that combines sports and wellness. Korean celebrity Kang So-yeon was officially introduced as a sports ambassador, reinforcing Guam’s image as a healthy and dynamic destination.
The first phase of the Wellness Island strategy will begin in April, centered on major sporting events such as the Ko’ko’ Road Race and the Tour of Guam. Programs will incorporate activities including running, cycling, yoga, and tennis, along with nature-based and relaxation experiences. Through these efforts, Guam aims to move beyond its traditional image as a leisure resort and strengthen its position as an active and engaging travel destination.
The event was also attended by Eun Ho-sang, Chairman of the Guam Visitors Bureau Korea Marketing Committee, and Régine Biscoe Lee, President and CEO of the Guam Visitors Bureau. They shared detailed plans regarding the “Scent of Guam” project, the expansion of wellness and sports-centered tourism content, and future development strategies. In particular, they emphasized strengthening wellness programs focused on outdoor sports and healing activities, with the goal of creating an environment where Korean travelers can restore both body and mind. They also reaffirmed their commitment to developing Guam into a leading wellness destination that promotes a healthy and active lifestyle.
Régine Biscoe Lee stated, "This event was a meaningful opportunity to share our vision for Guam’s future, which is centered on promoting wellness and our annual signature events. We want Guam to be more than just a place to rest. Our goal is to offer a destination where visitors can actively engage with nature, culture, and our vibrant local community while restoring both body and mind.” She added, "By building on Guam’s natural environment and lifestyle, we will continue to create experiences that are both memorable and meaningful for travelers from Korea and around the world."
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