Guam recorded 687,706 visitor arrivals in fiscal 2026, a 5% decline from the previous fiscal year, as tourism officials cited reduced airline capacity, higher travel costs and regional conflicts among the challenges affecting the island’s visitor industry.

Guam Visitors Bureau Director of Tourism Research Christian Valencia presented the figures to the GVB board on Oct. 22, outlining visitor trends, survey findings and recommendations for strengthening Guam’s appeal to Japanese travelers.

Valencia said Japan arrivals recorded 3.1% growth in fiscal 2026, even as monthly arrivals from the island’s two largest tourism markets continued to trail year-ago levels.

August arrivals totaled 57,769, about 27% below the same month last year. Arrivals from South Korea declined about 47%, while Japan arrivals fell 15%.

September arrivals stood at about 39,000 at the time of the report, down roughly 31% from September last year. Arrivals from South Korea declined 52%.

“What we really wanted to show you is fiscal year basis. Total visitors for the fiscal year, 687,706, down only 5% compared to last year and this is in light of a challenging year with three super typhoons, Sinlaku, Bavi, Champi, fewer airline seats, exchange rate making international travel more expensive and the Iran conflict and higher fuel surcharges resulting from that,” Valencia said.

Despite the overall decline, Taiwan, China and Hong Kong recorded year-over-year growth. Arrivals from Taiwan increased 22.5%, China rose 9.4% and Hong Kong grew 19.9%, according to GVB.

“Despite these challenges I think we did well,” Valencia said. “From a calendar year perspective, we are down 17.1% from January to September.”

Visitor surveys show strong satisfaction

GVB’s August visitor exit surveys showed positive satisfaction ratings among travelers from South Korea and Japan, despite differences in their travel habits and spending.

Among South Korean visitors, 59% traveled with children, reflecting a strong family-travel market, Valencia said.

Visitors from South Korea stayed an average of four nights and reported approximately $1,500 in on-island spending per party. Their average satisfaction rating was 8 out of 10, and 89% said they intended to return to Guam.

For Japanese visitors, the average stay was three nights, with approximately $1,400 in on-island spending per party. Social media was their leading source of travel inspiration.

Japanese visitors also gave Guam an average satisfaction rating of 8 out of 10, and 89% expressed an intention to return, Valencia said.

Officials said Japanese visitors spend more per night than South Korean visitors. The surveys included more than 400 respondents.

GVB also presented findings from phone-based location tracking that examined where visitors traveled on Guam from October 2025 through August 2026.

Shopping was the leading activity category, but visitors also traveled to beaches, landmarks, scenic sites and cultural attractions, Valencia said.

“Understanding these travel patterns can help us encourage visitors to explore more villages and bring spending to more local businesses,” he said. “And we're also using this data to inform a lot of our newer projects, like the Hagåtña Heritage Trail and other points of interest related projects throughout Guam.”

Valencia said the location-tracking data aligned with exit survey findings and showed that visitors from South Korea and Japan generally stayed on Guam for three to four nights.

Japan tourism strategy calls for updated experiences

GVB also discussed findings from a report by JTB Tourism Research and Consulting Co., which surveyed 3,000 Japanese consumers and included focus groups and consultations with industry stakeholders.

The research found that Japanese consumers were familiar with Guam but needed stronger reasons to choose the island as a destination, according to GVB’s presentation.

“The recommendations from JTB emphasize increasing our value, updating our experiences here on island, and improving service, transportation, and visitor information,” Valencia said.

He outlined five main findings from the research, including the need to convert familiarity with Guam into actual travel decisions, address barriers related to access and cost, build consumer confidence and update the island’s image.

Although Guam is widely viewed as a beach destination, Valencia said, visitor satisfaction does not necessarily translate into repeat visits.

“They may have come here, but they needed a reason to come back,” he said, adding that Guam must first address basic visitor needs, including food, service, cleanliness, mobility and value.

JTB also developed strategic recommendations and a 10-year roadmap for strengthening Guam’s tourism product and attracting more Japanese visitors.

The proposed approach centers on developing products, promoting them, building consideration among potential travelers, converting interest into visits, delivering satisfying experiences and encouraging repeat visits.

The roadmap divides the work into three phases. The first three years would focus on establishing essential services, core tourism offerings and reliable sales channels.

Years three through five would focus on refining service delivery and selectively expanding successful initiatives. Years five through 10 would emphasize sustaining services and refreshing tourism products, partnerships and access.

GVB said the full JTB report had not yet been shared with board members, and that an additional 60 days of research and analysis were needed. The final report is expected to be presented in December.

GVB projects revenue shortfall

Separately, GVB management projected that the Tourist Attraction Fund would collect $29.7 million in fiscal 2026, below the projected $33.6 million.

The projected shortfall is approximately $3.9 million. Management said GVB would absorb the deficit.

“We do expect that whole deficit to be impacted and absorbed by GVB,” financial controller Rudd Gudmalin said.

Management also said the agency faces its financial audit and a single audit covering approximately $4 million in American Rescue Plan funds. The final audit report is targeted for completion by the end of February.