WTTC President and CEO Gloria Guevara’s presence in Tokyo signals the growing global importance of Tourism EXPO Japan, while Guam, USA uses the event to rebuild its vital Japanese visitor market.
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TOKYO, Japan —Guam is strengthening its position in the Japanese travel market at Tourism EXPO Japan 2026, as the Tokyo event itself grows into an increasingly important international platform for the global tourism industry.
For Guam, a U.S. destination in the Western Pacific with Japan historically among its most important visitor markets, the September 24–27 event provides a critical opportunity to rebuild arrivals, strengthen airline and travel trade relationships, and keep the island visible to Japanese consumers.
The international significance of Tourism EXPO Japan was reinforced by the participation of World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara, who emphasized Japan’s importance to global tourism as WTTC deepened its cooperation with Japan’s travel industry.
The development also connects Tokyo with another major tourism gathering just days away: the WTTC Global Summit in Malta, October 7–9, where Ambassador Nick Adams, the United States’ Special Presidential Envoy for Tourism, is scheduled to have a prominent role, and Guam Visitors Bureau was invited along with national and regional tourism boards from around the globe, joining with the top CEO’s in the travel industry
Guam Uses Tokyo to Rebuild a Critical Market
The Guam Visitors Bureau (GVB) arrived at Tourism EXPO Japan with a sizable delegation and a clear objective: strengthen Guam’s connection with Japanese travelers and the companies that bring them to the island.
During the first two trade days, GVB and Guam tourism stakeholders held business meetings with Japanese travel partners covering market conditions, travel demand, product development, air service and opportunities to expand Guam travel offerings.
GVB also conducted traveler research to better understand Japanese perceptions of Guam and the factors that motivate consumers to choose the island.
“With over 235,000 visitors so far in FY26, Japan remains an important market for Guam. Tourism EXPO Japan provides an invaluable opportunity to meet directly with our industry partners, tell our story, and listen to what travelers and the trade are looking for,” said GVB President and CEO Régine Biscoe Lee.
“The relationships we continue to build in Japan and with global travel partners here at the expo are essential to creating new opportunities for Guam and strengthening the path from inspiration to travel.”
Tourism EXPO Japan Moves Onto the Global Stage
Guam’s participation is particularly timely given Tourism EXPO Japan’s growing international relevance. The event brings together destinations, tourism ministries, airlines, tour operators, hotels, travel companies, media and consumers from Japan and around the world.
WTTC’s engagement in Tokyo adds another dimension.
Guevara’s participation and WTTC’s strengthened relationship with Japan’s tourism leadership demonstrate the importance the global tourism organization places on Japan — not simply as a major tourism economy, but as a key partner in the international travel sector.
For Guam, this matters.
Guam is part of the United States, but geographically it sits in the Western Pacific, giving the island a distinctive position between the U.S. tourism economy and major Asian outbound markets.
Japan is therefore not a distant international market for Guam. It is one of the destination’s natural tourism partners.
As Tourism EXPO Japan expands its international reach, Guam has an opportunity to position itself at the intersection of U.S., Japanese and Pacific tourism.
Guam Brings an Industry Delegation to Tokyo
Joining GVB at the Guam booth are representatives from The Tsubaki Tower, Hotel Nikko Guam, Guam Premier Outlets, Guam Travel & Tourism Association, Baldyga Group, Dusit Thani Guam Resort, Dusit Beach Resort Guam, Bayview Hotel Guam, Leo Palace Guam, Village of Donki, Hilton Guam Resort & Spa, RHIGA Royal Laguna Guam Resort, Guam Plaza Resort, Pacific Islands Club, Pacific Island Holidays, Stroll Guam, United Airlines, Japan Airlines and Trinity Airlines.
Guam is also using culture and food to distinguish itself on the crowded exhibition floor.
Music icons Jesse and Ruby joined the Guam delegation for an industry mixer, while members of Guma’ I Mañe’lu Cultural Arts presented traditional CHamoru dance performances.
A CHamoru food truck brought another dimension to Guam’s destination marketing, serving local favorites including denanche burger and tinaktak rice.
Capitol Kitchen Executive Chef Casey Castro and his team partnered with GVB to showcase Guam-inspired cuisine. Kelaguen and a signature calamansi Guam drink are also being introduced as new menu items for the Månnge’ Food Truck operating in Tokyo and Osaka.
From Tokyo to the WTTC Global Summit in Malta
The international tourism conversation taking place in Tokyo will soon move to Malta.
WTTC’s 26th Global Summit is scheduled for October 7–9 in Valletta under the theme “FUTU[RE]SET.”
Among the announced participants is Ambassador Nick Adams, the United States’ Special Presidential Envoy for Tourism.
His prominent participation gives the United States a visible position at a gathering expected to bring together global tourism CEOs, government representatives and industry leaders.
That has relevance for Guam.
Although thousands of miles from the continental United States, Guam is a U.S. destination competing directly for travelers from Japan and across Asia. Decisions involving U.S. tourism policy, aviation, international cooperation and destination competitiveness can therefore carry particular importance for the island.
Guam’s Message to Japan: Rediscover the Island
After two business-to-business days, Tourism EXPO Japan opens to consumers September 26 and 27.
GVB is using those days to put Guam directly in front of Japanese travelers through cultural performances, food, interactive activities, destination information, giveaways and appearances by Kika the Ko’ko’ bird mascot.
“Tourism EXPO Japan gives us the opportunity to bring Guam directly to the Japanese travel community and, over the next two days, to consumers as well,” said Nadine Leon Guerrero, GVB Director of Global Marketing.
“We look forward to continuing the conversation and sharing the warmth, culture, and experiences of Guam with visitors throughout the weekend.”
For Guam, Tourism EXPO Japan 2026 is therefore about more than exhibiting at another travel show.
It is an opportunity to rebuild a critical source market while participating in an event that is gaining greater importance on the international tourism calendar.
For a U.S. destination in the Western Pacific, that combination makes Tokyo a place where Guam needs to be visible.
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