The Guam Visitors Bureau (GVB)successfully hosted its 2026 New Year Appreciation Event on February 5 in Korea, gathering key partners from airlines, media, and the travel industry to unveil its marketing direction and major initiatives for the year ahead. The event provided a platform for collaboration, idea sharing, and engagement in a warm, relaxed atmosphere.
A highlight of the event was the launch of “Scent of Guam,”the newest project under GVB’s broader “Sense of Guam”campaign. Building on the success of “Color of Guam”and “Taste of Guam,”the initiative aims to communicate Guam’s unique identity through the five senses, creating deeper emotional connections with travelers.
As part of the project, GVB introduced three signature fragrances inspired by Guam’s natural environment, accompanied by an interactive sampling space that allowed guests to experience the scents firsthand. Designed to evoke travel memories and emotions, the fragrance experience offered a multi-sensory way to connect with Guam’s stories, culture, and island spirit.
GVB also announced plans to position 2026 as a milestone year for its “Wellness Island” initiative, with an expanded focus on wellness- and sports-centered travel content. Korean celebrity Kang So-yeonwas officially introduced as Guam’s Sports Ambassador, reinforcing the island’s image as a healthy, active, and dynamic destination.
The first phase of the Wellness Island strategy will launch in April, centered around major sporting events such as the Ko’ko’ Road Raceand the Tour of Guam. Programs will feature activities including running, cycling, yoga, and tennis, alongside nature-based experiences and relaxation offerings. Through this approach, Guam aims to expand beyond its traditional leisure-resort image and strengthen its appeal as an active and engaging travel destination.
The event was attended by Eun Ho-sang, Chairman of the GVB Korea Marketing Committee, and Régine Biscoe Lee, President and CEO of GVB. They shared detailed plans for the Scent of Guam project, the expansion of wellness and sports tourism content, and long-term development strategies. Emphasis was placed on outdoor sports, healing activities, and wellness programs to help travelers from South Korea restore their bodies and minds .
“This event was a meaningful opportunity to share our vision for Guam’s future, centered on wellness and our signature annual events,” said Lee. “We want Guam to be more than just a place to rest. Our goal is to offer a destination where visitors can actively engage with nature, culture, and our vibrant local community while restoring both body and mind.”
She added, “By building on Guam’s natural environment and lifestyle, we will continue to create experiences that are both memorable and meaningful for travelers from Korea and around the world.
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