The Guam Visitors Bureau will head to the Philippines in September for the ONEKLIK-GTBA’s Travel Sale Expo 2025, taking place from Sept. 26 to 28 at the Megatrade Hall in SM Megamall in Manila.
In 2019, Guam welcomed approximately 1.63 million visitors, compared to 739,145 visitors in 2024.
Of those, 13,551 came from the Philippines, providing 65.4% of pre-pandemic levels.
According to a Visa October 2024 survey, which surveyed Filipinos planning to travel, 23% of respondents planned to travel during the end of year holiday season.
The survey found most Filipinos travel to relax (80%), with sightseeing the top activity (82%). Other intentions are to experience local cuisine and dining (67%), and shop (67%). Singapore emerged as a top destination for Filipinos, according to Visa, followed by Hong Kong.
Visa also said a key trend is the shift to contactless payments by Filipinos, though 71% carry cash “as a backup.”
Currently, the largest markets for the island are Korea and Japan, followed by Taiwan.
Attempts to add the Philippines to the Guam-CNMI visa waiver groups have so far not been successful.
Other recent GVB attempts to market the island have included a presence in Tokyo on Aug. 7 to market the island as an educational tourism destination – together with the University of Guam and United, according to the bureau.
Additionally, GVB participated in the Kashiwa Matsuri festival on July 26 in Kashiwa City, in Chiba Prefecture, “aiming to promote regional exchange between Guam and Japan across various sectors,” the bureau said.
GVB also launched a "Kids Fly Free" promotion for children under 12 traveling on select night flights to Guam from July through August. The two-month initiative targets family travelers on night flights operated by Korean Air, Jin Air, and Jeju Air, according to Journal files.
GVB is requesting funding for airline incentives, but the island will need to boost its attractions.
Guam has recently suffered the closure of Caronel Inc., which retails Rolex and Tag Heuer, among other luxury brands according to media reports. Tony Roma’s at the Royal Orchid Hotel also announced its closure, according to Journal files. Two weeks in, a Sunday night market in Tumon has proved attractive to visitors, as well as local residents. mbj
