BY DANIEL M. PEREZ
Journal Staff
TUMON, Guam — The Guam Visitors Bureau outlined a volatile trajectory for the island's tourism economy during its quarterly membership meeting at the Dusit Thani Guam Resort, highlighting a sharp 28% drop in April arrivals following a 9.9% surge in March.
Régine Biscoe Lee, president and CEO of GVB, reported that April attracted 36,409 visitors, hampered by regional travel softness, decreased air-sea supply, and elevated jet fuel surcharges. However, overall fiscal year-to-date arrivals from October 2025 through April 2026 reached 472,737 visitors, representing a 13.6% increase compared to the previous fiscal period.
Calendar year-to-date arrivals from January through April 2026 recorded 243,765 visitors, reflecting a modest 1.2% increase over the same period last year.
Biscoe Lee noted that while June arrivals remain soft, market pressures are beginning to ease following a 10% decline in jet fuel prices during May. To stimulate demand and mitigate costs for travelers, the bureau implemented the Guam Fair Advantage Program to provide fuel surcharge support on impacted routes, alongside the "Beyond Summer" campaign targeting the Japanese market.
The meeting featured a panel discussion focused on sustainable tourism innovation and structural diversification.
Austin Shelton, director of the University of Guam Center for Island Sustainability and Sea Grant, detailed collaborative efforts with the bureau to establish eco-tourism initiatives, carbon capture programs, and enhanced hiking trails to draw visitors into southern villages.
The panel and associated tabletop exercises focused on collecting stakeholder feedback regarding immediate initiatives, a strategic vision for 2030, and direct organizational requirements from the bureau. Additionally, the bureau is exploring sports and health tourism options, such as the Tour of Guam road race in partnership with the Guam Cycling Federation, which was disrupted by Super Typhoon Sinlaku.
Jon Nathan Denight, senior vice president of marketing and consumer sales at GTA; Dot Miller, owner of Biba Bar Guam; and Leann Abonales, director of marketing and brand development at Pacific Islands Club Guam, also participated in the panel to evaluate localized strategies and address ongoing industry pressure points.
In response to environmental setbacks from Super Typhoon Sinlaku, the bureau rescheduled the Guam Micronesia Island Fair to late October 2026 to welcome participants from across the Northern Mariana Islands and Micronesia.
Biscoe Lee said that the first season of the TV Tokyo docudrama “Why I’m With You” series generated millions of viewers in Japan, driving a surge in "pilgrimage tourism" to local establishments featured in the show, with the bureau planning to feature more member businesses in the upcoming second season. The bureau is also considering a partnership with the Guam Economic Development Authority and the Guam Product Seal program to produce localized merchandise for the broadcast.
Additionally, the Mad Collab Tumon Night Market, which drew more than 7,000 participants last weekend, will permanently relocate closer to the Tumon Sands Plaza effective May 31. The May 31 event will serve as an "industry night" offering raffle prizes for tourism employees who present workplace identification, featuring entertainment by the John Dank Show.
To support infrastructure upgrades, Biscoe Lee highlighted the Enhancing Tourism Aesthetics Program, which provides financial and tax incentives for local businesses investing in storefront enhancements. The bureau also confirmed plans to officially relaunch the Håfa Adai Pledge Program later this year. The relaunch is slated for the coming months, with a waitlist currently established for interested organizations. mbj
Journal Staff
TUMON, Guam — The Guam Visitors Bureau outlined a volatile trajectory for the island's tourism economy during its quarterly membership meeting at the Dusit Thani Guam Resort, highlighting a sharp 28% drop in April arrivals following a 9.9% surge in March.
Régine Biscoe Lee, president and CEO of GVB, reported that April attracted 36,409 visitors, hampered by regional travel softness, decreased air-sea supply, and elevated jet fuel surcharges. However, overall fiscal year-to-date arrivals from October 2025 through April 2026 reached 472,737 visitors, representing a 13.6% increase compared to the previous fiscal period.
Calendar year-to-date arrivals from January through April 2026 recorded 243,765 visitors, reflecting a modest 1.2% increase over the same period last year.
Biscoe Lee noted that while June arrivals remain soft, market pressures are beginning to ease following a 10% decline in jet fuel prices during May. To stimulate demand and mitigate costs for travelers, the bureau implemented the Guam Fair Advantage Program to provide fuel surcharge support on impacted routes, alongside the "Beyond Summer" campaign targeting the Japanese market.
The meeting featured a panel discussion focused on sustainable tourism innovation and structural diversification.
Austin Shelton, director of the University of Guam Center for Island Sustainability and Sea Grant, detailed collaborative efforts with the bureau to establish eco-tourism initiatives, carbon capture programs, and enhanced hiking trails to draw visitors into southern villages.
The panel and associated tabletop exercises focused on collecting stakeholder feedback regarding immediate initiatives, a strategic vision for 2030, and direct organizational requirements from the bureau. Additionally, the bureau is exploring sports and health tourism options, such as the Tour of Guam road race in partnership with the Guam Cycling Federation, which was disrupted by Super Typhoon Sinlaku.
Jon Nathan Denight, senior vice president of marketing and consumer sales at GTA; Dot Miller, owner of Biba Bar Guam; and Leann Abonales, director of marketing and brand development at Pacific Islands Club Guam, also participated in the panel to evaluate localized strategies and address ongoing industry pressure points.
In response to environmental setbacks from Super Typhoon Sinlaku, the bureau rescheduled the Guam Micronesia Island Fair to late October 2026 to welcome participants from across the Northern Mariana Islands and Micronesia.
Biscoe Lee said that the first season of the TV Tokyo docudrama “Why I’m With You” series generated millions of viewers in Japan, driving a surge in "pilgrimage tourism" to local establishments featured in the show, with the bureau planning to feature more member businesses in the upcoming second season. The bureau is also considering a partnership with the Guam Economic Development Authority and the Guam Product Seal program to produce localized merchandise for the broadcast.
Additionally, the Mad Collab Tumon Night Market, which drew more than 7,000 participants last weekend, will permanently relocate closer to the Tumon Sands Plaza effective May 31. The May 31 event will serve as an "industry night" offering raffle prizes for tourism employees who present workplace identification, featuring entertainment by the John Dank Show.
To support infrastructure upgrades, Biscoe Lee highlighted the Enhancing Tourism Aesthetics Program, which provides financial and tax incentives for local businesses investing in storefront enhancements. The bureau also confirmed plans to officially relaunch the Håfa Adai Pledge Program later this year. The relaunch is slated for the coming months, with a waitlist currently established for interested organizations. mbj
