The Guam Visitors Bureau led a delegation of 12 businesses to the 41st Seoul International Travel Fair, where it earned a top marketing award while promoting the island as a wellness destination to Korean travelers and industry professionals.
The fair, held June 4-7 at COEX Hall C, featured more than 515 booths from 41 countries and regions. Under the theme "Wellness Island," GVB showcased Guam's appeal as a destination combining nature, relaxation, sports and culture, engaging visitors through social media promotions, consumer surveys and on-site activities. A Guam CHamoru cultural group also presented traditional performances on the main stage and at the Guam Pavilion.
"This year's Seoul International Travel Fair provided a meaningful opportunity to showcase Guam's wellness and lifestyle experiences directly to Korean consumers," said GVB President and CEO Régine Biscoe Lee. "We will continue working closely with our local partners to strengthen our presence in the Korean market."
The Guam Pavilion featured 12 local partners across the hotel, golf and experiences sectors, including Dusit Thani Guam Resort, Hoshino Resorts RISONARE Guam, Pacific Islands Club Guam, Hilton Guam Resort & Spa, Hotel Nikko Guam, The Tsubaki Tower and the Korea Guam Travel Association, among others.
GVB received the Best of the Best Marketing Award at the fair, while GVB Board Director and Korea Marketing Committee Chairman Eun Ho Sang received the 2026 SITF Eminent Tourism Pioneer Award.
"Receiving these awards is a profound honor," Eun said. "It reflects our collective dedication to elevating Guam's profile in the global tourism landscape."
KGTA President Jong In Cheong said the event allowed the association to represent its roughly 30 members. Baldyga Group Director of Sales and Marketing Annie Joo said Guam's presence stood out, drawing many inquiries about pricing and packages..