BY DANIEL M. PEREZ
Journal Staff
TUMON, Guam — The Guam Visitors Bureau has committed $2 million to a comprehensive response plan designed to mitigate the impact of surging jet fuel prices, which have tripled fuel surcharges and led to a 20% reduction in airline seat capacity.
According to GVB’s latest edition of the Iestoria newsletter, jet fuel prices currently range between $150 and $200 per barrel, placing significant pressure on an industry that supports more than 14,000 local jobs and contributed $1.4 billion to the island’s economy in 2024.
While the bureau has allocated an initial $2 million, official reports indicate that fully addressing the market shock would require more than $7 million to adequately protect tourism demand.
Régine Biscoe Lee, president and CEO of GVB, clarified that the funding is intended for a strategic market defense rather than direct fuel subsidies. "This money isn't for fuel," Lee said, according to journal files. "It's the cost of a comprehensive response plan to deal with the cost of jet fuel, where we’re highlighting Guam’s cost effectiveness despite this spike in global prices."
GVB is concurrently launching the Guam Fare Advantage Program, which provides added value to travelers through the third quarter to help stabilize seat capacity and reduce trip cancellations. GVB remains in weekly negotiations with several low-cost carriers, including Aero K, Air Premia, and Jetstar Japan, to offset recent route suspensions.
Despite current volatility, Guam recorded a 9.9% increase in total visitor arrivals for March 2026, reaching 68,281 compared to the previous year. This growth was driven by a 20.1% increase from Japan and a 502.1% surge from the Taiwan market.
However, the Korea market, which remains the island’s largest source of visitors, saw a slight year-over-year decrease of 6.6%. GVB is now adopting a more flexible, quarterly evaluation of arrival targets, focusing on stabilizing the industry's foundation after forces beyond local control disrupted earlier goals of reaching one million visitors.
Data-driven marketing remains a priority, with current strategies targeting high-yield Gen Z and Millennial travelers through regional brand campaigns and influencer partnerships. According to a Japanese market marketing report, these efforts include the "Guam Adventure Golf" promotion and digital signage across all 23 wards of Tokyo.
These campaigns are credited with supporting signature events like the 2026 Ko’ko’ Road Race, which saw a record 1,250 participants and generated an estimated $1.65 million in direct visitor spending on April 11-12. The race proceeded alongside community recovery efforts following Super Typhoon Sinlaku, which struck the island on April 11.
According to a recent bureau recovery report, 175 personnel from the visiting U.S. Navy ships, the USS Boxer, USS Portland, and USS Comstock, collaborated with local teams to restore beaches and parks.
GVB continues to expand its reach in the Philippines and Taiwan, including participation in the Taipei Wedding Fair and hosting academic familiarization trips for educational leaders. GVB is also preparing and on-site for the Pacific Asia Travel Association Annual Summit in South Korea from May 11-13 to further regional collaboration. mbj
Journal Staff
TUMON, Guam — The Guam Visitors Bureau has committed $2 million to a comprehensive response plan designed to mitigate the impact of surging jet fuel prices, which have tripled fuel surcharges and led to a 20% reduction in airline seat capacity.
According to GVB’s latest edition of the Iestoria newsletter, jet fuel prices currently range between $150 and $200 per barrel, placing significant pressure on an industry that supports more than 14,000 local jobs and contributed $1.4 billion to the island’s economy in 2024.
While the bureau has allocated an initial $2 million, official reports indicate that fully addressing the market shock would require more than $7 million to adequately protect tourism demand.
Régine Biscoe Lee, president and CEO of GVB, clarified that the funding is intended for a strategic market defense rather than direct fuel subsidies. "This money isn't for fuel," Lee said, according to journal files. "It's the cost of a comprehensive response plan to deal with the cost of jet fuel, where we’re highlighting Guam’s cost effectiveness despite this spike in global prices."
GVB is concurrently launching the Guam Fare Advantage Program, which provides added value to travelers through the third quarter to help stabilize seat capacity and reduce trip cancellations. GVB remains in weekly negotiations with several low-cost carriers, including Aero K, Air Premia, and Jetstar Japan, to offset recent route suspensions.
Despite current volatility, Guam recorded a 9.9% increase in total visitor arrivals for March 2026, reaching 68,281 compared to the previous year. This growth was driven by a 20.1% increase from Japan and a 502.1% surge from the Taiwan market.
However, the Korea market, which remains the island’s largest source of visitors, saw a slight year-over-year decrease of 6.6%. GVB is now adopting a more flexible, quarterly evaluation of arrival targets, focusing on stabilizing the industry's foundation after forces beyond local control disrupted earlier goals of reaching one million visitors.
Data-driven marketing remains a priority, with current strategies targeting high-yield Gen Z and Millennial travelers through regional brand campaigns and influencer partnerships. According to a Japanese market marketing report, these efforts include the "Guam Adventure Golf" promotion and digital signage across all 23 wards of Tokyo.
These campaigns are credited with supporting signature events like the 2026 Ko’ko’ Road Race, which saw a record 1,250 participants and generated an estimated $1.65 million in direct visitor spending on April 11-12. The race proceeded alongside community recovery efforts following Super Typhoon Sinlaku, which struck the island on April 11.
According to a recent bureau recovery report, 175 personnel from the visiting U.S. Navy ships, the USS Boxer, USS Portland, and USS Comstock, collaborated with local teams to restore beaches and parks.
GVB continues to expand its reach in the Philippines and Taiwan, including participation in the Taipei Wedding Fair and hosting academic familiarization trips for educational leaders. GVB is also preparing and on-site for the Pacific Asia Travel Association Annual Summit in South Korea from May 11-13 to further regional collaboration. mbj
