BY KATIE AIZON
Journal Staff
The Guam Visitor’s Bureau is prioritizing digital marketing campaigns to increase visitor arrivals as tourism challenges persist close to the end of fiscal year 2026.
According to GVB president Régine Biscoe Lee, the tourism industry continues to face increased fuel surcharges, jet fuel surcharges, fluctuating foreign exchange rates, and flight suspensions.
“This is a continuous challenge that we face and one of the many things that we’re trying to address going forward in some of our marketing, co-ops that we’re doing, and some of our incentives,” Lee said. GVB reported visitor arrivals in July 2026 compared to July 2025 saw a 36.7% decrease.
Compared to fiscal year 2025, visitor arrivals from October 2025 to July 2026 saw a 0% difference, however Korea visitor arrivals decreased by 8.2%. Korea as Guam’s largest tourism market remains negatively impacted due to Korea’s increased international airline fuel surcharge levels, peaking at level 33 back in May. Airfare to Guam from Korea costs up to $40 to $50 more per ticket.
Christian Valenica, director of tourism research at GVB, said that an increase in visitors is expected in the next month as August is a peak month for travelers. GVB aims to increase demand through upcoming digital marketing campaigns, working with airlines and travel agencies to utilize social media to increase visitor arrivals as FY2026 ends.
GVB’s 2026 Photo Hunt campaign is ongoing until Sept. 30 and continues to receive content from participants with weekly prizes awarded. Guam residents participating in the photo hunt will have the chance to win a raffle grand prize of a round-trip ticket to Taiwan, winner announced in October 2026. Some upcoming local GVB initiatives include Guam Mega Fam 2026, the 38th annual Guam Micronesia Island Fair from Oct. 23 to Oct. 2025, and the Guam International Dance Festival from Dec. 4 to Dec. 6.
As visitor arrivals in FY2026 fall short of a 1.1 million optimistic projection, GVB is also working to ensure that the tourism industry has a secure workforce to be able to meet an increase of visitor demands. Lee said the agency will continue to push forward in 2027. Lee told the journal as GVB alongside other agencies met with members of the U.S. House Committee on Education and Workforce, GVB discussion with representatives centered around challenges increasing workforce in Guam’s tourism industry which negatively impacts tourist experience, such as tourists queueing for extended periods of time at restaurants or unable to find transportation at the airport.
“The concern we had for the next few years after these thousands of jobs [from military buildup] wind down and we have a plateau is that we need to have a strong industry available to absorb some of that workforce and make sure those jobs don’t go away and those workers don’t leave our island,” she said.
Lee also commended GVB’s destination management team relief efforts this past year, having collected and disposed of 53 tons of trash since FY2026 began. However, as the 38th Guam Legislature passed a budget of $1.42 billion appropriating $28.9 million for GVB, and with an amendment on the bill authorizing GVB the flexibility to hire unclassified positions failing to pass, Lee said the bureau will need to meet to discuss funding priorities as 16 limited-time appointments under GVB’s maintenance team may lose their jobs. mbj
Journal Staff
The Guam Visitor’s Bureau is prioritizing digital marketing campaigns to increase visitor arrivals as tourism challenges persist close to the end of fiscal year 2026.
According to GVB president Régine Biscoe Lee, the tourism industry continues to face increased fuel surcharges, jet fuel surcharges, fluctuating foreign exchange rates, and flight suspensions.
“This is a continuous challenge that we face and one of the many things that we’re trying to address going forward in some of our marketing, co-ops that we’re doing, and some of our incentives,” Lee said. GVB reported visitor arrivals in July 2026 compared to July 2025 saw a 36.7% decrease.
Compared to fiscal year 2025, visitor arrivals from October 2025 to July 2026 saw a 0% difference, however Korea visitor arrivals decreased by 8.2%. Korea as Guam’s largest tourism market remains negatively impacted due to Korea’s increased international airline fuel surcharge levels, peaking at level 33 back in May. Airfare to Guam from Korea costs up to $40 to $50 more per ticket.
Christian Valenica, director of tourism research at GVB, said that an increase in visitors is expected in the next month as August is a peak month for travelers. GVB aims to increase demand through upcoming digital marketing campaigns, working with airlines and travel agencies to utilize social media to increase visitor arrivals as FY2026 ends.
GVB’s 2026 Photo Hunt campaign is ongoing until Sept. 30 and continues to receive content from participants with weekly prizes awarded. Guam residents participating in the photo hunt will have the chance to win a raffle grand prize of a round-trip ticket to Taiwan, winner announced in October 2026. Some upcoming local GVB initiatives include Guam Mega Fam 2026, the 38th annual Guam Micronesia Island Fair from Oct. 23 to Oct. 2025, and the Guam International Dance Festival from Dec. 4 to Dec. 6.
As visitor arrivals in FY2026 fall short of a 1.1 million optimistic projection, GVB is also working to ensure that the tourism industry has a secure workforce to be able to meet an increase of visitor demands. Lee said the agency will continue to push forward in 2027. Lee told the journal as GVB alongside other agencies met with members of the U.S. House Committee on Education and Workforce, GVB discussion with representatives centered around challenges increasing workforce in Guam’s tourism industry which negatively impacts tourist experience, such as tourists queueing for extended periods of time at restaurants or unable to find transportation at the airport.
“The concern we had for the next few years after these thousands of jobs [from military buildup] wind down and we have a plateau is that we need to have a strong industry available to absorb some of that workforce and make sure those jobs don’t go away and those workers don’t leave our island,” she said.
Lee also commended GVB’s destination management team relief efforts this past year, having collected and disposed of 53 tons of trash since FY2026 began. However, as the 38th Guam Legislature passed a budget of $1.42 billion appropriating $28.9 million for GVB, and with an amendment on the bill authorizing GVB the flexibility to hire unclassified positions failing to pass, Lee said the bureau will need to meet to discuss funding priorities as 16 limited-time appointments under GVB’s maintenance team may lose their jobs. mbj
