Guam Boosts Japan Tourism Growth With New Partnerships And Island Experiences At TEJ 2026

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The Guam Visitors Bureau (GVB) has begun business-to-business meetings and industry networking activities at the Tourism EXPO Japan (TEJ 2026). Participants included the Japanese travel industry and media. GVB’s goal is to maintain and strengthen Guam’s tourism partnership with Japan. GVB showcased Guam’s recovery and other business opportunities.

Held from September 24 to 27, 2026, at Tokyo Big Sight, TEJ 2026 is among Japan’s largest annual tourism events. The exhibition brings together tourism boards, destinations, travel companies, industry professionals, and travellers from Japan and international markets to explore new business opportunities and strengthen global tourism connections.

During the first two trade-focused days, GVB and representatives from Guam’s tourism sector participated in a series of meetings with Japanese travel partners. Discussions focused on the latest market trends, changing travel demand, tourism product development, air connectivity updates, and strategies to further expand Guam’s appeal among Japanese visitors.

GVB also carried out a traveller insights survey during the business-to-business sessions to gain a deeper understanding of Japanese consumer preferences. The survey explored factors influencing travel decisions, perceptions of Guam as a holiday destination, and key motivations encouraging future visits to the island.

A wide range of Guam tourism businesses and organisations joined GVB at the event, representing hotels, attractions, travel operators, airlines, and hospitality groups. Participants included The Tsubaki Tower, Hotel Nikko Guam, Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Dusit Thani Guam Resort, Dusit Beach Resort Guam, Bayview Hotel Guam, Leo Palace Guam, Village of Donki, Hilton Guam Resort & Spa, RIHGA Royal Laguna Guam Resort, Guam Plaza Resort, Pacific Islands Club, Pacific Island Holidays, Stroll Guam, United Airlines, Japan Airlines, and Trinity Airlines.

The participation highlighted Guam’s commitment to rebuilding strong connections with Japanese travellers while promoting a diverse range of accommodation, shopping, cultural, and leisure experiences available on the island.

Following the second business day, Guam’s delegation hosted an industry mixer featuring performances by Guam music icons Jesse and Ruby. Their live performances introduced attendees to Guam’s unique island culture, music, and the welcoming Håfa Adai spirit that represents the destination’s hospitality.

The event also featured cultural performances by members of Guma’ I Mañe’lu Cultural Arts, who showcased traditional CHamoru dances at the trade floor. Through music, dance, and cultural storytelling, the delegation presented Guam’s heritage and traditions to Japanese tourism professionals while creating stronger emotional connections with potential visitors.

GVB’s presence at Tourism EXPO Japan 2026 reflects Guam’s continued efforts to strengthen international tourism partnerships, increase destination awareness, and encourage renewed visitor interest from Japan, one of the island’s important source markets.

“With over 235,000 visitors so far in FY26, Japan remains an important market for Guam. Tourism EXPO Japan provides an invaluable opportunity to meet directly with our industry partners, tell our story, and listen to what travelers and the trade are looking for,” said Régine Biscoe Lee, GVB President & CEO. “The relationships we continue to build in Japan and with global travel partners here at the expo are essential to creating new opportunities for Guam and strengthening the path from inspiration to travel. The continued collaboration with our local partners, paired with our cultural and culinary offerings are creating strong engagement at this year’s expo.”

GVB also took part in media interviews throughout the event, providing updates on Guam’s tourism recovery progress, current market initiatives, and new visitor experiences aimed at inspiring Japanese travellers to return to the island and explore its evolving attractions.

Bringing an authentic taste of Guam to Tourism EXPO Japan 2026, the island’s CHamoru food truck introduced attendees to local flavours by serving popular dishes such as the denanche burger and tinaktak rice. The culinary showcase was further enhanced through a collaboration with Capitol Kitchen Executive Chef Casey Castro and his team, who presented Guam-inspired cuisine to trade visitors.

The event represented the final 2026 activation of the partnership, with Månnge’ Food Truck, which operates in Tokyo and Osaka, introducing new menu additions including kelaguen and a signature calamansi-based Guam beverage. These offerings highlighted Guam’s unique culinary heritage while creating new ways for Japanese visitors to experience the island’s culture.

The trade programme concluded with a One Guam presentation led by GVB Director Ken Yanagisawa, followed by an industry networking mixer at the Guam booth. The gathering connected travel industry partners, tourism stakeholders, and members of the Guam delegation to discuss future cooperation and strengthen business relationships.

GVB will continue engaging with consumers during the public days of Tourism EXPO Japan on September 26 and 27. Visitors to the Guam booth will have the opportunity to enjoy cultural performances, local food experiences, interactive activities, giveaways, and detailed destination information.

The booth will feature a CHamoru food truck, appearances by Kika the Ko’ko’ bird mascot, a consumer survey offering Guam giveaways, and various activities designed to showcase Guam’s culture, hospitality, and travel experiences to Japanese audiences.

“Tourism EXPO Japan gives us the opportunity to bring Guam directly to the Japanese travel community and, over the next two days, to consumers as well,” said Nadine Leon Guerrero, GVB Director of Global Marketing. “We look forward to continuing the conversation and sharing the warmth, culture, and experiences of Guam with visitors throughout the weekend.”

GVB continues to focus on expanding Guam’s visibility in Japan through targeted partnerships, effective destination promotion, cultural initiatives, and stronger collaboration across the tourism industry.