#Japan #Tokyo #JTB #Guam Visitors Bureau #TP Micronesia

JTB and Guam Visitors Bureau Collaborate to Revitalize Tourism

In a significant move to enhance tourism in Guam, JTB Corporation and the Guam Visitors Bureau (GVB), along with T.P. Micronesia, Inc., have entered into a comprehensive Memorandum of Understanding (MOU) aimed at boosting visitor numbers and ensuring sustainable growth. The MOU focuses on developing compelling tourism content in key markets, including Japan, to attract more visitors to the island.

The partnership between JTB, TPM, and GVB has a central goal: to collaboratively create and promote a new tourism development strategy, which will not only recover visitor numbers post-pandemic but also establish a sustainable tourism framework for the island. This agreement signifies both parties' commitment to expanding tourism exchanges between Japan and Guam, fostering mutual understanding and camaraderie. Through joint promotions, co-created tourist experiences, the advancement of sustainable tourism, data sharing, and human resource development, they aim to redevelop Guam's appeal over the mid- to long-term in collaboration with local partners.

Current Challenges in the Guam Market

Since the pandemic, the number of visitors to Guam has been recovering slowly, with projections indicating approximately 730,000 visitors in 2024 compared to around 1.65 million in 2019. Furthermore, the market share from Japan has significantly decreased from 61% in 2014 to an estimated 29% by 2024. Despite this decline, the demand from Japanese travelers remains relatively high compared to other countries.

Additionally, other destinations have been surging ahead by creating experience-driven and thematic content, successfully enhancing traveler satisfaction and repeat visitation. Guam has not seen significant new tourism products for years, underscoring an urgent need for new experiences and the enhancement of stay value. At the same time, rising operational costs resulting from decreased visitation necessitate an effective response, alongside efforts to reduce environmental impact and contribute to local communities through responsible tourism practices.

Objectives of the MOU

JTB's exchange creation domain aims to deliver new experiential value to tourists. Guam's advantages include its accessibility from Japan, making it a convenient and cost-effective destination. JTB intends to elevate Guam into the must-visit island by creating additional value.

The first project under this partnership will involve the redevelopment of the scenic attraction “Lover’s Point.” Long-term investment is crucial for reconstructing the overall value of the island, and the MOU serves as a crucial step toward sustainable tourism development in partnership with the community.

The GVB is committed to enhancing the overall tourism value of the island, aiming for recovery and sustainable growth while expanding visitor numbers not just from Japan but also from South Korea and other countries.

With the GVB's Recovery Committee kicking off and JTB’s strategic direction aligning with GVB's objectives, the opportunity is ripe for a more robust collaboration that transcends traditional tourism operators, enhancing the value of Guam’s tourism and revitalizing the entire island. This initiative aims to not only strengthen visitor numbers from Japan but also attract an increased influx of tourists from around the world, creating a sustainable tourism future together.

Summary of the MOU

Agreement Duration: January 19, 2026, to September 30, 2026.
Key Agreements:

• - Sharing market research and customer insights, along with technical support based on those insights.
• - Strengthening partnerships with hotels, entertainment companies, and airlines for effective promotions.
• - Sharing information and providing implementation support for sustainable tourism development.
• - Establishing a co-creative structure with local communities, developing mechanisms for economic and cultural return to the region.

These efforts will leverage collaborative tourism experiences and gradually advance market expansion, ensuring recovery and sustainable growth in the tourism market.

Roles and Value of Each Company

JTB and TPM:

• -Creating demand using domestic sales networks, member bases, and digital marketing.
• - Co-creating products and experiences tailored to various segments (families, educational trips, wellness, etc.).
• - Planning dynamic packages, local optional plans, and ensuring quality control and safety.
• - Promoting the utilization of local transport infrastructure and building a revenue ecosystem.

The goal for 2026 is to achieve a 150% increase in visitor numbers to Guam compared to the numbers in 2025.

GVB:

• - Cooperation in destination branding strategy and promotions.
• - Supporting media outreach, fam tours, and joint campaigns.
• - Promoting sustainable tourism and supporting community cooperation.

Company Messages

Shunichi Fukazawa, Executive Officer, JTB Corporation:
JTB and TPM will open “Yuyake Terrace” in January 2026, followed by the release of a new automated aerial shooting service “Lover’s Point Sky Memory by SKYPIX” in April. We resonate deeply with GVB’s vision, and together we will not only send customers to Guam but also create experiences that draw visitors from worldwide.

Junichiro Takahashi, President, T.P. Micronesia, Inc.:
We will redesign the experiential value of Guam in the long term with the community's collaboration. By enhancing joint promotions, human resources training, and quality management, we aim to increase traveler satisfaction and repeat visitation, while also incorporating environmental sustainability and economic returns to the community.

Régine Biscoe Lee, President & CEO, Guam Visitors Bureau:
We are delighted to have formalized this partnership with JTB and TPM. We are committed to maximizing the benefits of this collaboration, working hard to make Guam a premier tourist destination.

For more information:

• - JTB Official Website: JTB
• - TPM Official Website: TPM
• - Guam Visitors Bureau: Visit Guam