|
(Tumon, Guam) — The Guam Visitors Bureau (GVB) is pleased to share the latest results from its Visitor Exit Survey program, which report high satisfaction levels from Guam’s top tourism markets - Japan and Korea - for the month of May 2025.
The Exit Survey, based on data collected from departing visitors at the A.B. Won Pat International Airport, includes information on visitor profile, trip motivations, booking trends, and visitor satisfaction. After a two-year hiatus, the program has been reestablished by GVB in an effort to guide tourism recovery and growth. The Bureau intends to resume this data collection to continue learning about Guam’s visitor experiences in more detail and providing the industry with an opportunity to address feedback, improve, and plan for future tourism.
"These reports offer invaluable insights from our visitors, guiding how we shape the future of Guam’s tourism industry," said Régine Biscoe Lee, President & CEO of GVB. "Whether it’s a first-time visit or a return trip, our goal is to create unforgettable experiences that inspire people to come back again and again."
Key Highlights from the Korea Market Report
With a strong sample of 598 Korean visitors, the findings reveal high satisfaction and a 94% intent to revisit Guam. Notably, 45% of respondents gave Guam a perfect 10 when asked how likely they would recommend the island to others.
- Top motivations for visiting included family vacations, short flight times, and Guam’s reputation as a safe destination.
- The majority were families or couples staying 3–4 nights, with most booking travel directly online.
- 95% stayed in hotels, with high satisfaction across all accommodation types.
- Favorite activities included shopping, snorkeling, sightseeing tours, and sunset cruises.
- Popular attractions: Two Lover’s Point, Fish Eye Marine Park, and the Chamorro Village Night Market.
- Social media, especially Naver and Instagram, played a major role in trip planning, while mobile apps and hotel staff were key sources of on-island information.
Key Highlights from the Japan Market Report
Japan remains a cornerstone of Guam’s visitor economy, and the latest report affirms the market’s continued strength. Japanese travelers reported a high satisfaction rate with regard to lodging, transportation, and island attractions.
- Top motivations for visiting included adventure seeking, relaxation, and family travel.
- The majority of travelers were couples and friends staying 3-4 nights, booking online using websites and apps.
- Favorite activities were shopping, coffee shops, and night market activity.
- Popular Attractions: Chamorro Village Night Market, Two Lovers Point, Guam Ocean Park, Aquarium Guam, and Fish Eye.
- There was a strong intent to return, with many indicating plans to revisit in the near future.
- 51% were inspired by Instagram, with YouTube close behind at 42%, confirming that evolving information sources and digital habits offer new opportunities for targeted promotion.
"This research reinforces our commitment to listening and learning from our visitors," said Nadine Leon Guerrero, Director of Global Marketing at GVB. "By understanding what travelers value most, we can invest smarter, promote more effectively, and deliver an even better Guam experience."
Looking Ahead: Smarter Tourism, Stronger Connections
As Guam continues its recovery and tourism development, the Visitor Exit Survey program plays a central role in providing timely and accurate information to GVB and industry stakeholders. By leveraging data-driven insights, GVB aims to fine-tune its marketing strategy, enhance visitor experiences, and improve key touchpoints.
To our friends in Korea and Japan: "Håfa Adai and thank you!" Your feedback shapes our island’s future, and we can’t wait to welcome you back with even more beauty, excitement, and island hospitality.
The full Exit Survey Report can be found at https://guamvisitorsbureau.com/research/studies/exit-surveys
|
Reset to Default