The Guam Visitors Bureau (GVB) announced encouraging growth in visitor arrivals, signaling a positive rebound for the island’s tourism industry. During its Board of Directors meeting on Thursday, GVB reported double-digit increases in arrivals for August 2025, with preliminary September figures showing continued momentum. Officials attributed the surge to targeted airline incentives and expanded marketing efforts across Guam’s major visitor markets.
According to the report, Korea led August arrivals with a 33.9% increase, while Japan rose by 11.5% and Taiwan soared by 386.5% compared to the same period in 2024. Growth continued into early September, with Japan up 32.8% and Korea up 15.4%. While year-to-date figures still reflect a modest overall decline of 2.2%, GVB officials said the recent upward trend highlights the success of new strategies to boost air seat capacity and diversify Guam’s tourism base.
GVB’s marketing initiatives have focused on leveraging digital platforms, cultural events, and brand collaborations to raise Guam’s global visibility. In Korea, the bureau tapped into social commerce and online travel campaigns, while in Japan, Guam showcased its natural and cultural appeal at Tourism Expo Japan 2025 in Nagoya and marked Japan Airlines’ 55th anniversary of service to the island. A new wellness tourism partnership with HIS Tours is also expected to encourage more travel and sister-city exchanges.
Beyond marketing, GVB reported infrastructure and safety upgrades in Tumon and Tamuning, including tree trimming, painting, and additional beach safety officers. The bureau is also preparing for major events such as the Guam International Dance Festival (Dec. 5–7) and the Ko’ko’ Road Races (April 11–12, 2026). With a $28.9 million operating budget for FY2026, GVB increased funding for destination development and safety initiatives, reflecting its commitment to strengthening Guam’s appeal as a premier island destination.