The Guam Visitors Bureau (GVB) is making significant strides at the prestigious Tourism EXPO Japan 2024, held from September 26 to 29 at the Tokyo Big Sight Convention Center. This event is recognized as one of the world’s largest travel and tourism exhibitions, bringing together industry leaders, travel enthusiasts, and stakeholders from around the globe. With over 1,000 companies and organizations representing 80 countries and regions, the event draws an impressive crowd of more than 180,000 visitors over its four-day duration.

Guam’s Representation at the EXPO

The Guam Visitors Bureau is accompanied by several prominent GVB member companies, showcasing a united front to promote Guam’s tourism offerings. These participants include Baldyga Group, Royal Orchid Guam, PHR-The Tsubaki Tower, Hilton Guam Resort & Spa, Hotel Nikko Guam, Pacific Islands Club, RIHGA Royal Laguna Guam, Arluis Wedding, Guam Premier Outlets, Crowne Plaza Resort Guam, Guam Plaza Resort, Dusit Thani Guam Resort, Dusit Beach, Dusit Place, Lotte Hotel Guam, Skydive Guam, Choice Broadcasting, Japan Guam Travel Association (JGTA), and United Airlines.

This collaborative effort underscores Guam’s commitment to positioning itself as a leading travel destination in the region, with a focus on cultural tourism, wellness tourism, and adventure experiences. GVB’s participation at the EXPO is not just about exhibiting tourism products but also about strengthening partnerships and building long-term collaborations in the global tourism industry.

Launch of the “Wellness Island Project”

One of the key moments of the EXPO was the signing ceremony between GVB and H.I.S. Co., Ltd., held on September 27 at the H.I.S. booth. This ceremony marked the official launch of the Wellness Island Project, a joint promotion to position Guam as a top wellness and fitness destination.

The ceremony was attended by Carl T.C. Gutierrez, GVB President and CEO, Robert Hofmann, GVB Board Member and Mayor of Sinajana, and Nadine Leon Guerrero, GVB’s Global Marketing Director. The project aims to attract over 50,000 visitors to Guam in 2025, capitalizing on wellness trends that emphasize healthy living, relaxation, and fitness-focused travel experiences. The Wellness Island Project is expected to appeal not only to Japanese tourists but also to global travelers looking for rejuvenation, adventure, and cultural immersion.

Carl T.C. Gutierrez expressed his pride in the collaboration with H.I.S., highlighting the partnership’s potential to boost Guam’s tourism by focusing on its rich culture, natural beauty, and growing wellness infrastructure. Gutierrez also commended Kozo Arita, H.I.S. Executive Officer, for his enthusiasm for Guam and encouraged expanding these efforts to involve the entire Mariana Islands region.

Exciting Booth Experiences at the Expo

The GVB booth offered a range of interactive and immersive experiences to showcase Guam’s unique culture, cuisine, and natural beauty, appealing to the five senses of visitors.

Visitors were treated to performances by “Guma Taotao Kinahulo Atdao na Tano,” led by Asami Nohira, which featured traditional CHamoru dance performances by local entertainers Vince San Nicolas and Jayvier Quenga. The Guam CHamoru Dance Academy (GCDA) also performed on the main stage, adding a vibrant display of Guam’s cultural heritage.

In addition to live performances, visitors were invited to sample Guam’s cuisine, served up by the Guam Mangge Food Truck. The food truck was a major highlight at the event, offering Tinaktak Burgers and CHamoru BBQ bowls, which were a hit among attendees, including both industry professionals and consumers.

Another popular attraction at the booth was the Augmented Reality (AR) Experience Corner, which used the app STYLY to create interactive digital experiences. Visitors could engage with virtual elements of Guam’s cultural and natural beauty, offering a futuristic take on travel marketing. The booth also hosted various giveaways, including newly designed eco-bags, and fun activities like rock-paper-scissors competitions, providing an engaging and memorable experience for all attendees.

Networking and Collaboration Opportunities

The first two days of the EXPO, September 26 and 27, were dedicated to industry professionals, allowing key stakeholders to engage in business discussions and explore collaboration opportunities. On the evening of September 27, a special networking reception was held at the GVB booth. This reception allowed travel industry professionals to connect, exchange ideas, and explore new partnerships aimed at promoting Guam’s tourism potential.

Ray Gibson, from Choice Broadcasting, conducted live interviews during the event, engaging with key figures like Chris Concepcion, Managing Director of the Marianas Visitors Authority (MVA), Robert Hofmann, Monte Mesa, General Manager of Guam Premier Outlets, and Carl T.C. Gutierrez. These interviews were broadcasted live, offering real-time insights into the EXPO and Guam’s efforts to increase tourism from Japan and beyond.

Consumer Days at the EXPO

September 28 and 29 were designated as consumer days, where the general public could visit the EXPO and explore the various attractions Guam had to offer. During these two days, GVB put a spotlight on Guam’s tourism highlights, offering activities and events that brought the island’s culture and beauty to life.

Visitors were invited to take part in interactive experiences at the GVB booth, where they could learn more about Guam’s attractions and even participate in a campaign to find GVB’s official character. Social media engagement was encouraged, with visitors following GVB’s official social media accounts for a chance to win special prizes.

Looking Forward: Increasing Visitor Numbers

Through its participation in Tourism EXPO Japan 2024, the Guam Visitors Bureau aims to increase visitor numbers from Japan. By the end of FY2024, GVB expects to surpass its goal of attracting 200,000 visitors from Japan, a significant recovery following the pandemic. For the coming fiscal year, GVB has set its sights even higher, aiming for a 50% increase in arrivals from Japan.

The promotion of Guam as a wellness and fitness destination, alongside its cultural and natural offerings, positions the island to attract a diverse range of travelers. With the Wellness Island Project and ongoing partnerships with travel industry leaders like H.I.S., Guam is poised for substantial growth in the Japanese market.

Conclusion

The Tourism EXPO Japan 2024 has proven to be an invaluable platform for the Guam Visitors Bureau to showcase the island’s charm, culture, and wellness offerings. By promoting Guam as a top destination for wellness tourism and cultural experiences, GVB is paving the way for future growth and success in the Japanese tourism market.

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