The Guam Visitors Bureau (GVB) convened its Quarterly Membership Meeting at the Dusit Thani Guam Resort, bringing together industry members, partners, and community leaders to discuss market performance, airline incentive plans, and sustainable tourism initiatives. The gathering underscored GVB’s ongoing commitment to strengthening Guam’s tourism industry through purposeful recovery efforts and long-term growth strategies.
GVB President and CEO Régine Biscoe Lee delivered a comprehensive management report, noting positive trends in visitor arrivals from key markets such as Korea, Japan, the Philippines, and Taiwan. The bureau reported over 60,000 available air seats and stressed the importance of securing $10 million in airline incentives to remain competitive in attracting carriers. GVB projects that increased arrivals could generate an estimated $300 million for the local economy. Senator Jesse Lujan, chair of the Committee on Tourism, confirmed that additional funding for airline incentives was secured in the FY 2026 budget bill.
The meeting also showcased ongoing recovery projects, including the Tumon median painting and the growing popularity of the Tumon Night Market, which has boosted foot traffic, sales, and community engagement. Sustainability was another major focus, with GVB highlighting eco-friendly measures such as eliminating single-use plastics and partnering with Guam Green Growth to promote green initiatives. Guest speakers Jason Lin of Hotel Zero and Naomi Oiwa of the Global Sustainable Tourism Council presented strategies for making Guam a competitive destination for environmentally conscious travelers, noting the increasing demand for sustainable tourism experiences.
With visitor arrival goals set at 785,000 for the year and optimism for reaching over one million with adequate air service support, GVB urged members to advocate for airline incentives and sustainability programs. The bureau reaffirmed its dedication to enhancing Guam’s appeal for both leisure and eco-conscious travelers, positioning the island for resilient and responsible tourism growth.