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TOKYO — Guam tourism took center stage at Tourism EXPO Japan 2026, bringing CHamoru culture, island cuisine, music and hospitality to more than 183,000 visitors as one of Japan’s biggest tourism events strengthened its global role through a new partnership with the World Travel & Tourism Council (WTTC).
The Guam Visitors Bureau (GVB) and its tourism partners used the September 24–27 event at Tokyo Big Sight to reach Japanese travelers, meet travel industry partners and promote Guam in one of the island’s most important visitor markets.
This year also brought a significant development for Tourism EXPO Japan. WTTC, the Japan Association of Travel Agents (JATA) and the Tourism EXPO Japan Executive Committee signed a new Memorandum of Understanding aimed at increasing international engagement, industry collaboration and knowledge exchange.
And wherever Guam tourism goes, plenty of fun tends to follow. Tourism EXPO Japan was no exception.
From CHamoru dance and live island music to denanche burgers, tinaktak rice, kelaguen and a signature calamansi drink, Guam transformed its presence in Tokyo into an experience visitors could see, hear and taste. For Guam, however, the four days were about more than putting on a good show.
Tourism EXPO Japan 2026 attracted 183,270 visitors, including 113,250 members of the general public during the September 26–27 consumer days. The event featured 1,420 exhibitors from 74 countries and 46 regions across Japan, placing Guam alongside destinations from around the world competing for the attention of Japanese travelers.
That international reach is taking on greater significance following the new cooperation agreement involving the World Travel & Tourism Council (WTTC), the Japan Association of Travel Agents (JATA) and the Tourism EXPO Japan Executive Committee.
The Memorandum of Understanding, signed during Tourism EXPO Japan on September 24, is intended to strengthen collaboration, innovation, knowledge exchange and international engagement within the travel and tourism industry.
For Guam, that growing international profile makes its presence at Tourism EXPO Japan increasingly strategic. Japan remains one of the island’s most important tourism markets, and the event offers Guam an opportunity to speak directly to consumers while strengthening relationships with travel trade partners and media.
Bringing Guam to Tokyo
The Guam Visitors Bureau and its tourism partners brought a slice of island life to Tokyo Big Sight, combining destination marketing with culture, food, entertainment and direct interaction with potential visitors.
CHamoru culture was at the heart of the presentation. Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, a CHamoru cultural dance group based in Japan, performed during the final two days of the expo.
The groups came together for a final performance on the Tourism EXPO Japan main stage, giving the international audience another glimpse of the cultural traditions travelers can experience on Guam. Guam music icons Jesse and Ruby also joined the delegation, bringing live island music to the Guam booth.
KIKA the Ko’ko’ bird mascot added another distinctly Guam element, appearing throughout the event as GVB representatives shared information about travel to the island, attractions and upcoming events.
“Guam has so much to share, and it takes all of us working together to tell that story,” said GVB President and CEO Régine Biscoe Lee.
“Our tourism industry partners, artists, cultural practitioners, and team brought different parts of Guam to Tokyo this week. We are grateful for the work they put in to represent our island and for the continued support of our partners in Japan.”
Guam Flavors Draw the Crowds
Culture was not the only way Guam attracted attention. Food became one of the island’s most visible ambassadors at the show, with the Månnge’ food truck drawing long lines for Guam-inspired dishes including the denanche burger and tinaktak rice.
Capitol Kitchen Executive Chef Casey Castro and his team partnered with GVB on the culinary promotion, with kelaguen and a signature calamansi Guam drink joining the menu.
Tourism EXPO Japan marked the final 2026 activation of the collaboration with Månnge’ Food Truck, which operates in Tokyo and Osaka.
In an exhibition hall filled with destinations competing for attention, the culinary experience gave Guam another way to distinguish itself — and gave potential visitors a literal taste of what awaits them on the island.
For Japanese travelers who may already associate Guam with beaches, shopping and its proximity to Japan, the food and cultural presentations delivered a broader message: Guam is also a destination experienced through its people, traditions, music and flavors.
Turning the Fun Into Tourism Business
Behind the performances, music, food and crowds was serious tourism business.
GVB and Guam tourism partners used Tourism EXPO Japan for industry meetings, media outreach, and discussions aimed at strengthening relationships in Japan and supporting future travel to Guam.
The Guam booth promoted a range of upcoming events and experiences, including the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend and the Tumon Night Market.
Golf, destination weddings and other cultural and experiential offerings were also highlighted as Guam sought to give Japanese travelers more reasons to return — and more ways to experience the island beyond a traditional beach holiday.
More Than 1,000 Japanese Consumers Surveyed
GVB also used the enormous consumer audience to gather valuable information about the market.
More than 1,000 people participated in GVB consumer surveys during Tourism EXPO Japan 2026, more than double the bureau’s target of 500 responses.
The survey gathered information about Japanese consumers’ perceptions of Guam, barriers to travel, general interests and future travel intentions.
Those results are expected to help inform GVB’s marketing strategy as it works to strengthen Guam’s position in the Japanese market.
“Thank you to everyone who shared their time, energy, and support with us throughout Tourism EXPO Japan,” said Regina Nedlic, GVB Senior Marketing Manager – Japan.
“We had the opportunity to meet with our industry partners, speak with travelers, and continue conversations that will carry forward after the expo. We look forward to building on these connections as we continue working with our trade partners and aggressively building Guam’s brand awareness in Japan.”
Guam Tourism Shows Up in Force
Guam’s presence in Tokyo was backed by a broad cross-section of the island’s visitor industry, illustrating the importance the tourism sector continues to place on Japan.
Participating stakeholders included 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.
Together, they represented hotels, airlines, attractions, retail, transportation and other parts of the visitor economy.
For Guam, Tourism EXPO Japan offered exactly the kind of stage the destination needs in Japan: direct access to consumers, travel professionals and media, combined with the international exposure of a major tourism gathering. The new WTTC cooperation adds another dimension.
As Tourism EXPO Japan seeks to expand its international connections and industry influence, Guam has an opportunity to use the event not simply as an annual promotional appearance but as a platform for maintaining its visibility in a highly competitive Asian travel market.
And Guam’s approach in Tokyo demonstrated that destination marketing does not always have to look like destination marketing.
Business meetings and trade partnerships may ultimately help put travelers on airplanes, but tourism begins with creating the desire to go somewhere.
Amid 1,420 exhibitors competing for attention, Guam offered something immediate: music to hear, dances to watch, food to taste, culture to discover, and island hospitality to experience.
It was fun —unmistakably Guam—and behind it all was the serious business of bringing Japanese travelers back to the island.
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