Journal Staff
The Guam Visitors Bureau issued findings from its Visitor Exit Survey Program which revealed that 94% of visitors surveyed intend to return to Guam.
The survey was conducted in partnership with Market Research & Development and polled departing Korean and Japanese visitors at the A.B. Won Pat International Airport from May 15 to May 31. Questions were related to visitor demographics, booking trends, spending patterns, and overall satisfaction.
The Japanese tourism market has been on a relatively steady rise since the start of 2025 – on average 20% higher compared to the year prior.
Researchers surveyed 151 Japanese visitors during the study period which revealed that younger travelers are coming to Guam. Travelers aged 18-34 made up 54% of those surveyed with 68% of travelers being female.
Most visitors worked in the private sector with the average household income of a majority of respondents ranging from $24,001-$42,000.
More than half of travelers flew into Guam using United Airlines and 58% traveled as part of a prepaid package. About 70% of travelers traveled with at least one other person that was their spouse or friend.
Among the top five favorite activities for Japanese visitors, shopping was ranked the highest at 68% followed by cafes and coffee shops and beach activities. Also 48% of visitors enjoyed visiting the Chamorro Village Night Market and Two Lovers Point.
Overall, about half of Japanese visitors reported that they were “very satisfied” with their trip, specifically with regard to Guam’s beaches, hospitality, and accommodations. Similarly, half would recommend the island as a vacation destination.
However 56% of Japanese visitors said that Guam’s shuttle buses, cabs, and public transportation infrastructure need to be improved.
Korean arrivals were down by roughly 27% from last year at the start of 2025, largely due to the Jeju Air Flight 2216 crash that occurred in December 2024. However, recent arrival statistics show that Korean arrivals are rebounding.
MR&D surveyed 598 departing Korean travelers which revealed that middle-aged Koreans made up 51% of travelers during the survey period, followed by young adults from ages 18-34.
Similar to results from the Japanese survey, more than half of travelers from Korea were female and a majority also work in the private sector.
Nearly a quarter of travelers have an approximate household income of $24,001-$42,000. However, travelers who have household incomes of $42,000-$60,000 and $60,000-$78,000 comprised about the same number.
About a third of travelers, 31%, flew to Guam using Jin Air and most travelers stayed 3-4 nights on the island.
Of the top three reasons for visiting Guam, 77% of Koreans came for family travel (e.g. anniversary, babymoon, honeymoon, etc.), closely followed by vacation. Researchers found that 57% of Koreans travel seasonally in contrast to Japanese travelers who tend to travel year-round.
Most Koreans tended to travel in groups of no larger than four, with 49% traveling as a family with children under 18.
Like the Japanese, most Koreans traveled to Guam as part of a prepaid package.
Among the top five favorite activities, most Koreans enjoyed shopping, followed by snorkeling and dinner shows and sunset/night cruises.
They also enjoyed visiting Two Lover’s Point, but also enjoyed visiting Fish Eye Marine Park.
Overall, 41% of Korean travelers felt “very satisfied” with their trip to Guam and similar to Japanese travelers, they were mostly satisfied with the island’s beaches and hospitality.
Nadine Leon Guerrero, director of global marketing at GVB, said in a July 16 statement that the findings of the research gives Guam’s tourism stakeholders a glimpse of what travelers are looking for.
“By understanding what travelers value most, we can invest smarter, promote more effectively, and deliver an even better Guam experience,” she said.
GVB said that social media played a large role in trip planning for both Japanese and Korean travelers. Instagram was listed as one of the most used platforms for both travelers. Korean social media site, Naver, was also named as a platform used to plan trips.
The last time the bureau conducted an exit survey was in 2023. GVB said that it intends to continue the surveys in the future.
The Guam Visitors Bureau issued findings from its Visitor Exit Survey Program which revealed that 94% of visitors surveyed intend to return to Guam.
The survey was conducted in partnership with Market Research & Development and polled departing Korean and Japanese visitors at the A.B. Won Pat International Airport from May 15 to May 31. Questions were related to visitor demographics, booking trends, spending patterns, and overall satisfaction.
The Japanese tourism market has been on a relatively steady rise since the start of 2025 – on average 20% higher compared to the year prior.
Researchers surveyed 151 Japanese visitors during the study period which revealed that younger travelers are coming to Guam. Travelers aged 18-34 made up 54% of those surveyed with 68% of travelers being female.
Most visitors worked in the private sector with the average household income of a majority of respondents ranging from $24,001-$42,000.
More than half of travelers flew into Guam using United Airlines and 58% traveled as part of a prepaid package. About 70% of travelers traveled with at least one other person that was their spouse or friend.
Among the top five favorite activities for Japanese visitors, shopping was ranked the highest at 68% followed by cafes and coffee shops and beach activities. Also 48% of visitors enjoyed visiting the Chamorro Village Night Market and Two Lovers Point.
Overall, about half of Japanese visitors reported that they were “very satisfied” with their trip, specifically with regard to Guam’s beaches, hospitality, and accommodations. Similarly, half would recommend the island as a vacation destination.
However 56% of Japanese visitors said that Guam’s shuttle buses, cabs, and public transportation infrastructure need to be improved.
Korean arrivals were down by roughly 27% from last year at the start of 2025, largely due to the Jeju Air Flight 2216 crash that occurred in December 2024. However, recent arrival statistics show that Korean arrivals are rebounding.
MR&D surveyed 598 departing Korean travelers which revealed that middle-aged Koreans made up 51% of travelers during the survey period, followed by young adults from ages 18-34.
Similar to results from the Japanese survey, more than half of travelers from Korea were female and a majority also work in the private sector.
Nearly a quarter of travelers have an approximate household income of $24,001-$42,000. However, travelers who have household incomes of $42,000-$60,000 and $60,000-$78,000 comprised about the same number.
About a third of travelers, 31%, flew to Guam using Jin Air and most travelers stayed 3-4 nights on the island.
Of the top three reasons for visiting Guam, 77% of Koreans came for family travel (e.g. anniversary, babymoon, honeymoon, etc.), closely followed by vacation. Researchers found that 57% of Koreans travel seasonally in contrast to Japanese travelers who tend to travel year-round.
Most Koreans tended to travel in groups of no larger than four, with 49% traveling as a family with children under 18.
Like the Japanese, most Koreans traveled to Guam as part of a prepaid package.
Among the top five favorite activities, most Koreans enjoyed shopping, followed by snorkeling and dinner shows and sunset/night cruises.
They also enjoyed visiting Two Lover’s Point, but also enjoyed visiting Fish Eye Marine Park.
Overall, 41% of Korean travelers felt “very satisfied” with their trip to Guam and similar to Japanese travelers, they were mostly satisfied with the island’s beaches and hospitality.
Nadine Leon Guerrero, director of global marketing at GVB, said in a July 16 statement that the findings of the research gives Guam’s tourism stakeholders a glimpse of what travelers are looking for.
“By understanding what travelers value most, we can invest smarter, promote more effectively, and deliver an even better Guam experience,” she said.
GVB said that social media played a large role in trip planning for both Japanese and Korean travelers. Instagram was listed as one of the most used platforms for both travelers. Korean social media site, Naver, was also named as a platform used to plan trips.
The last time the bureau conducted an exit survey was in 2023. GVB said that it intends to continue the surveys in the future. mbj
