Acrobat Reader Guam Tourism 2020 Strategic Plan
Guam Properties Available for Development:
Pago Bay
Takano Property
Sigua Highlands
LMS Property

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Visitor Industry:

Guam has developed into a major tourist destination, an industry that provides the bulk of the island’s non-government income. Approximately 1.3 million tourists arrive in Guam each year generating approximately $1.4 billion revenues with visitors from Japan continuing to provide 71% of the tourist market. Although the number of Guam’s visitors fell slightly after several disastrous world events, visitor arrivals have been steadily increasing.

Core Components of Guam’s Economy

Major Revenue Source in the 1960s:
Tourism: 20%    Military/Federal: 75%    Other: 5%

Major Revenue Source in 2003:
Tourism: 60%    Military/Federal: 30%    Other: 10%


Guam’s Hospitality Industry

  • Hotel Inventory as of January 2007 –8,415 rooms for 29 hotel properties
  • Capacity in room nights: 3,084,615 (assumes 1.9 guests per room capacity)
  • Employee-room ration: 1.65 (employee to 1 room)

Guam’s Airline Partners - Signatory emplanements for FY2013 at 1,693,962, +8.1% growth over 2012.

  • United Airlines
  • Delta Airlines
  • Eva Air
  • China Airlines
  • Japan Airlines
  • Korean Air
  • Jeju Airlines
  • Jin Air
  • Philippine Airlines
  • Asia Pacific Airlines (Cargo)
  • Cebu Pacific
You can visit the Guam International Airport website at

Guam Visitor Arrivals 2008-2015

  • 2008: 1,141,779
  • 2009: 1,053,248
  • 2010: 1,197,408
  • 2011: 1,159,778
  • 2012: 1,308,035
  • 2013: 1,334,497
  • 2015: 1,409,033

Tourism Highlights

Tourism has represented the primary source of income for Guam’s economy for over twenty-five years.  Visitor arrivals rose to over 1,000,000 travelers for the first time in 1994 and have remained near or above that level ever since. Guam’s top four visitor markets include Japan, South Korea, U.S./Hawaii and Taiwan.  The great majority of visitors to Guam originate from Japan, as Guam is one of only four markets worldwide that attracts nearly one million Japanese tourists per year.  In Fiscal Year 2012, Japan accounted for approximately 71.5% of visitors to Guam, with approximately 50.3% of Japanese visitors originating from the Kanto (Tokyo) region. In Fiscal Year 2012, Guam’s next largest tourist markets were South Korea (13.0%), the U.S./Hawaii (5.1%), Taiwan (3.9%), and the Commonwealth of the Northern Mariana Islands (“CNMI”) (1.4%).  Total civilian air arrivals increased approximately 5.9% between Fiscal Year 2011 and Fiscal Year 2012.

In November 2009, the U.S. updated its policies relating to the visa waiver program available for travel to Guam for tourism or business. The current program allows visitors holding passports from Australia, Brunei, Hong Kong, Japan, Malaysia, Nauru, New Zealand, Papua New Guinea, Republic of Korea, Singapore, Taiwan and the United Kingdom to visit Guam and/or CNMI without a visa for a period of up to 45 days. 

The U.S. Department of Homeland Security granted parole authority for Russia commencing on January 15, 2012, allowing visa waivers for Russian visitors to Guam. Visitor arrivals from Russia in Fiscal Year 2012 numbered 2,931 versus 528 in Fiscal Year 2011, an increase of 455%.

Tourism 2020 Goals

Tourism 2020 is a development plan to help shape Guam’s future, with eight core objectives that are needed in order for Destination Guam to thrive in a competitive global environment. Tourism 2020 is an action-oriented, goal-driven plan with specific and measurable tasks, the completion of which will propel the island forward.

Tourism 2020 Vision for Guam: A world class, first-tier resort destination of choice, offering a U.S. island paradise with stunning ocean vistas, for two million business and leisure visitors from across the region with accommodations and activities ranging from value to five-star luxury — all in a safe, clean, family-friendly environment set amidst a unique 4,000-year old culture.

Eight core objectives to achieve this paradigm shift.
1. Improve Quality and Yield. Upgrade public areas and existing resorts. Incentivize private
reinvestment. Add five-star facilities. Improve training and service. Improve dining quality.
Establish a business improvement district with covenants, conditions and restrictions and
enforced standards. Improve Guam’s image over time.
2. Grow Arrivals and Diversify. Add Chinese with or without visa waiver. Reach 2 million
arrivals. Maintain a Japan market mix of at least 55-60%; grow smaller markets; add new
3. Add High-End Hotel Rooms, Incentivize Reinvestment. Add 1,600 rooms by 2020 to
accommodate goal pax. Focus on high-end hotels. Incentivize existing properties to
4. Focus on Meetings, Incentives, Conferences and Exhibitions (MICE). Aggressively pursue
conference business to fill the slower periods as well as school groups and other targeted
5. Promote the Chamorro Culture and Unique Multi-cultural Diversity. The only unique
competitive differentiator. Make Chamorro music, dance, art, language, culture and values
ever-present. Promote Guam’s unique multicultural, Spanish and American influences.
6. Extend Average Length of Stay. Communicate Guam activities and encourage agents to
create longer stay packages. Achieve a 33% increase in spend by extending length of stay
from 3 days to 4 days.
7. Promote Our Unique Attractions. Professionally market our numerous tourist attractions and
events. Encourage development of new attractions and activities.
8. Extend Tourism Beyond Tumon. Extend the visitors district to Hagatna. Grow tourism in
Guam's villages. Support local farmers and fisherman and locally made products.
Encourage each village to identify a unique specific message and product.

Desired Attractions

Potential investment opportunities based on Visitor Exit Surveys:

  • Theme Park
  • Sports Tourism
  • Micronesian Cultural/Visual/Performing Arts Center
  • Tumon Boardwalk
  • Botanical Garden
  • Village Fiesta/Tumon Night Market
  • Guam Museum
  • Guam Music & Film Fests
  • Guam based Cruise Line

Contact Information:

Guam Visitor’s Bureau
401 Pale San Vitores Road 
Tumon, Guam 96913
Tel: (671) 646-5278
Fax: (671) 646-8861


Guam Hotel and Restaurant Association
P.O. Box 8565 
Tamuning, Guam 96931
Tel: (671) 649-1447
Fax: (671) 649-8565

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