The Guam Visitors Bureau management reported to the Board of Directors, continued gains in visitor arrivals and growing optimism for 2026 during its latest meeting in Tumon. October 2025 arrivals rose 16.4% year over year, with Guam welcoming 61,792 visitors led by strong performance from Korea, Japan, and Taiwan. Japan arrivals jumped 28.5%, while Taiwan surged by more than 300%. Despite mixed calendar year-to-date figures through October, GVB officials said the island remains on track to close the year "ahead" of 2024.
Market intelligence presented to the Board highlighted strong travel demand heading into 2026. Japanese outbound travel is projected to rise 31.5% over the New Year period, with Guam listed among top destinations. Korean travelers, particularly younger “MZ” segments, continue to prioritize experiential trips and are expected to increase travel next year as the country posts 118 annual holiday dates. Taiwan’s strong currency and appetite for group and family travel also position Guam to capture additional market share if airfare competitiveness is maintained.
Visitor satisfaction scores remain high, with Guam earning ratings above 8 out of 10 from Korean and Japanese travelers. Friendly service, safety, and beach quality were among the island’s strengths, while parks ranked lower—prompting GVB management to reaffirm ongoing destination improvement efforts. The agency also highlighted recent marketing successes, including the Guam International Dance Festival, the CHamoru Fiesta in Nagoya, and winter promotions in Japan and Korea, alongside renewed engagement in Taiwan.
The Board also approved several major contracts, including those for holiday illuminations, New Year’s Eve and Liberation fireworks, Guam’s Taiwan liaison, and the Electronic Declaration Form system. Recovery Committee Chairman Mark Baldyga outlined priorities to increase airline seat capacity, utilize a HOT bond for destination reinvestment, and expand new attractions such as the Tumon Night Market.