The Guam Visitors Bureau (GVB) wrapped up the first two days of business-to-business meetings, media engagement, and industry networking at Tourism EXPO Japan 2026 (TEJ 2026), strengthening relationships with Japanese travel partners and highlighting Guam’s continued recovery and growth in the Japan market.
TEJ 2026, one of Japan’s largest annual travel events, is being held September 24 – 27, 2026, at Tokyo Big Sight and brings together tourism professionals, destinations, travel companies, and consumers from Japan and around the world.
During the first two trade days, GVB and participating Guam tourism industry members, held business meetings with Japanese travel trade partners, discussing current market conditions, travel demand, product development, air service development and updates, and opportunities to further strengthen Guam travel offerings. GVB also conducted a traveler insights survey during the B2B days to better understand the motivations and considerations behind travel decisions, including Japanese consumers’ perceptions of Guam and motivators to visitation.
Joining GVB at the Guam booth were 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.
After the second B2B day, Guam music icons Jesse and Ruby joined the Guam delegation for the industry mixer, bringing attendees together through live music and performances that reflected Guam’s distinctive island sound and Håfa Adai spirit. Also joining the Guam delegation were members of Guma’ I Mañe’lu Cultural Arts Members who brought Guam’s culture and hospitality to the trade floor through traditional CHamoru dance performances.
“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 Régine Biscoe Lee, GVB President & CEO. “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. The continued collaboration with our local partners, paired with our cultural and culinary offerings are creating strong engagement at this year’s expo.”
GVB also participated in media interviews during the event, sharing updates on Guam’s tourism recovery, market strategies, and new experiences designed to give Japanese travelers more reasons to visit and rediscover the island.
Adding a taste of Guam to the trade floor, Guam’s CHamoru food truck served local favorites throughout the event, including denanche burger and tinaktak rice. The culinary experience was further highlighted through Capitol Kitchen’s Executive Chef Casey Castro and his team, who partnered with GVB to showcase Guam-inspired cuisine.
Tourism EXPO Japan marks the final 2026 activation of this collaboration, with the addition of kelaguen and a signature calamansi Guam drink as new menu items for Månnge’ Food Truck, which operates in Tokyo and Osaka.
The trade days concluded with a One Guam update led by GVB Director Ken Yanagisawa, followed by an industry mixer at the GVB booth, bringing together travel trade partners and members of the Guam delegation for networking and continued collaboration.
GVB will welcome consumers to the Guam booth on September 26 and 27, where visitors can experience cultural performances, food, interactive activities, giveaways, and destination information. The booth will also feature a CHamoru food truck, Kika the Ko’ko’ bird mascot appearances, a consumer survey with Guam giveaways, and other opportunities to learn more about Guam.
“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.”
GVB remains committed to strengthening Guam’s presence in Japan through strategic partnerships, destination marketing, cultural programming, and industry collaboration.
