The Guam Visitors Bureau (GVB) brought Guam’s culture, cuisine and hospitality directly to thousands of Japanese travelers during Tourism EXPO Japan (TEJ) 2026, held September 24 – 27 at Tokyo Big Sight. Through CHamoru cultural performances, Guam-inspired cuisine, live music and destination information, GVB and its tourism industry partners gave consumers an opportunity to experience a taste of Guam while connecting with travel trade and media throughout the four-day event.
TEJ 2026 welcomed 183,270 visitors over four days, including 113,250 members of the general public during the two public days on September 26 – 27. The event featured 1,420 exhibitors from 74 countries and 46 regions across Japan, placing Guam among destinations competing for the attention of Japanese travelers.
The event also provided GVB and Guam tourism industry partners with opportunities for industry engagement, business meetings and media outreach, with discussions focused on strengthening relationships in the Japan market and supporting future travel to Guam.
The final two days featured CHamoru cultural programming, including performances by Guma’ i Mañe’lu Cultural Arts Program and Guma’ Taotao Kinahulo’ Atdao na Tåno’, a CHamoru cultural dance group based in Japan. The two groups together gave a final performance on the TEJ main stage bringing Guam’s cultural programming to a close as the four-day event concluded. Guam music icons Jesse and Ruby also joined the Guam delegation, bringing live island music to the Guam booth. The performances gave Japanese travelers an opportunity to experience an element of Guam’s CHamoru heritage while learning more about the culture they can encounter when they visit.
Guam’s Månnge’ food truck drew long lines for its Guam-inspired favorites, including the denanche burger and tinaktak rice, giving travelers an opportunity to taste flavors they can experience on Guam. The strong response added another point of distinction for Guam among the many destinations featured at TEJ. The culinary experience was further highlighted through Capitol Kitchen Executive Chef Casey Castro and his team, who partnered with GVB to showcase Guam-inspired cuisine. TEJ marked 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.
“Guam has so much to share, and it takes all of us working together to tell that story,” said Régine Biscoe Lee, GVB President & CEO. “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.”
Part of the Guam booth experience included appearances by KIKA the Ko’ko’ bird mascot, while GVB team shared information on travel to Guam, activities throughout the island, and highlighted upcoming Guam experiences and events: the Guam Micronesia Island Fair, Guam International Dance Festival, Ko’Ko’ Road Race 2027 & Weekend, the Tumon Night Market, golf, destination weddings, and other cultural and experiential offerings.
GVB’s consumer surveys at TEJ 2026 generated strong participation, with more than 1,000 responses collected throughout the event—more than doubling the goal of 500 responses. The survey gathered valuable insights into Japanese consumers’ perceptions of Guam, travel barriers, general interests, and future travel intentions. Results will be analyzed to help inform GVB’s marketing strategies and strengthen Guam’s positioning in the Japan market.
GVB expressed appreciation to the Japan Association of Travel Agents (JATA), Guam Travel & Tourism Association (GTTA), Tourism EXPO Japan organizers, GVB members, tourism industry partners, Capitol Kitchen, cultural performers, media, and all visitors who stopped by the Guam booth throughout the event.
“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.”
GVB thanks its members and tourism stakeholders for their partnership at TEJ 2026: 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.
GVB remains committed to strengthening Guam’s presence in the Japan market through strategic partnerships, marketing, cultural engagement, and the development of meaningful visitor experiences.
