GVB details efforts to keep Guam competitive in shifting tourism market

[00:00:01]At its latest tourism talks briefing, the Guam Visitors Bureau provided an update on the work underway to strengthen Guam's tourism industry both at home and abroad. GVB President and CEO Regine Biscoe Lee says their maintenance crews continue restoration and beautification efforts following Typhoon San Lakú, including improvements throughout the Tumon corridor, Archbishop Flores Circle, and other high-visibility areas. The Bureau is also encouraging residents to do their part to help maintain a cleaner island, saying destination stewardship benefits both visitors and the local community.

[00:00:31]And beyond physical improvements, GVB continues to expand Guam's presence in key visitor markets. Recent efforts include a partnership with TV Tokyo to showcase Guam through a docu-drama series filmed on island, along with promotional events in South Korea and the Philippines designed to introduce international audiences to Guam's culture, history, and experiences. The Bureau also recently returned from the Seoul International Travel Fair, where Guam received the event's Best of the Best Marketing Award.

[00:00:57]>> The event attracted more than 40,000 attendees over the course of the four days, really providing strong exposure to our South Korean consumers and our industry professionals.

[00:01:09]>> And as GVB looks to attract more visitors, Biscoe Lee says highlighting Chamorro culture remains an important part of Guam's tourism strategy. The Bureau has partnered with the Department of Chamorro Affairs and the Guam National Indigenous Performing Arts Academy to help expand cultural programming, support cultural practitioners, and create more opportunities to share Guam's story both locally and overseas.

[00:01:30]>> We want to be able to provide groups that will do a bendicion to begin the the event and really provide a sense of place to our visitors so that they know once they step off that plane where they are, that they are in the land of the Chamorro people.

[00:01:47]>> The briefing also included an updated look at tourism's economic footprint.

[00:01:51]Using data from the 2025 Guam Tourism Satellite Account Report, GVB says visitor spending generated an estimated $1.2 billion in direct economic activity, contributed a total economic impact of $1.6 billion, supported more than 15,000 jobs, and generated $163 million in local tax revenues. The bureau also reported receiving a clean unmodified opinion in its fiscal year 2025 audit with no findings or material weaknesses, an achievement they've maintained for the past 6 years.

[00:02:22]>> Consistently achieving the status really reflects GVB's long-term stability and institutional integrity.

[00:02:30]>> And looking ahead, GVB says its focus remains on expanding visitor arrivals, growing new markets, and building a tourism industry that can help sustain Guam's economy long after other major economic drivers like the military buildup begin to slow. Nevada Anderson, KUAM News.