By Jojo Santo Tomas
For Variety
HAGÅTÑA (The Guam Daily Post) — Guam’s tourism industry closed 2025 with its strongest momentum since the pandemic, posting double-digit visitor growth in the second half of the year and recording about 90,000 arrivals in December 2025, Guam Visitors Bureau President and CEO Régine Biscoe Lee said.
December’s total marked a roughly 40% increase over the same month in 2024 and exceeded the bureau’s most optimistic projections, Biscoe Lee told members of the media on Monday during an informal “Tourism Talks.”
“That’s a tremendous amount of momentum and growth,” she said. “But we want to make sure that we grow sustainably.”
Tourism supports more than 14,400 jobs on Guam and remains a key driver of the local economy, Biscoe Lee said, emphasizing the need for coordination among government, airlines, and industry partners.
Visitor arrivals lagged early in 2025, down 19% year over year, but began rebounding in June 2025. From July through December 2025, Guam posted consistent double-digit growth, including gains of 30% and 40% in November and December 2025.
The rebound was driven largely by expanded air service, particularly from Korea and Japan. Korean airlines upgraded to larger aircraft in response to incentives approved by lawmakers, increasing seat capacity and stabilizing service after years of volatility.
“Our goal out of Korea is to have a more stable capacity,” Biscoe Lee said. “We don’t want that roller coaster ride.”
In fiscal year 2025, Guam had about 495,400 available airline seats from Korea. Additional agreements followed the Legislature’s approval of $10 million in airline incentives and marketing support, leading to new and restored routes, including direct flights from Taipei and Cebu.
GVB has also benefited from events and community-driven tourism to support growth. The Guam International Dance Festival, which featured 21 groups from Guam and across Asia, will return Dec. 4–6 with more international participation planned.
The bureau is also launching a month-long wellness initiative in April, highlighting fitness, culture, nature, and culinary experiences. April also brings the ever-popular Ko’ko’ Road Race.
“We’re really leaning into what already exists here,” Biscoe Lee said, pointing to strong community participation in wellness and cultural activities.
To address visitor concerns about rising travel costs, GVB has expanded its “GoGo! Guam” value campaign, offering added perks through participating hotels and businesses.
Looking ahead, Biscoe Lee said the bureau is continuing to work toward its long-standing goal of welcoming 1 million visitors in 2026.
“We’re very optimistic,” she said. “With steady air service, market diversification, and community support, we believe Guam can continue this momentum.”
