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(Tumon, Guam) — The Guam Visitors Bureau (GVB) Board of Directors convened today, July 24, 2025, to discuss key initiatives and review performance metrics, with a significant focus on the overwhelmingly positive impact of the Japanese docu-drama series, "Watashi ga Anata to Iru Riyu (The Reason I’m with You) – A Week for Three Couples in Guam," filmed entirely in Guam.
The series, which premiered on July 1 with a wedding segment featured on August 3, has garnered unprecedented attention, as highlighted by Producer Matsumoto. TVer (streaming service) views exceeded 1,000,000 in just one week, and the Guam series more than doubled the average TV Tokyo late-night viewership for dramas. Internal and external responses have been very positive, with many viewers expressing a "rediscovery of Guam’s charm."
The drama has become a social media phenomenon, with over 65 online articles published, securing 5th place on the TVer Drama Ranking in its first week. The TVer drama page boasts over 272,200 followers (as of July 10, 2025), and the official X account has approximately 10,542 followers. A campaign post related to the drama has been reposted more than 5,000 times and received over 1,000 comments (as of July 22, 2025), demonstrating significant engagement. The cast’s active promotion of the show on social media, coupled with the official Social Networking System (SNS) account aggressively introducing shooting location information, has further amplified its reach.
GVB’s "JAPAN - TV TOKYO PROGRAM AMPLIFICATION" efforts are designed to leverage this drama content to promote Guam as an emotional and aspirational destination for Japanese travelers, targeting FITs (Free Independent Travelers) aged 20-40s, with a female focus, drama fans, SNS-active, and travel-ready users, with an added emphasis on seniors. Promotion components include SNS engagement (Instagram, TikTok, X), offline experiences, and travel product integration, utilizing initiatives such as the #LiveTheStoryInGuam hashtag challenge, Pilgrimage Movies, AR Filters & Photo Frames, and a Drama Pilgrimage Tour.
Community Support
GVB management further expressed the need for the community and the legislature to support airline incentive efforts. GVB is requesting additional funds totaling $11M to sustain the recently increased airline seat capacity through targeted airline incentives. GVB management cited the funding as a critical part of its recovery efforts after the significant decline in arrivals due to the pandemic, aircraft shortages, and other factors.
"Airline incentives are crucial for competitiveness amid global supply shortages and our tourism recovery. Since January, we've seen real gains in capacity and interest. Falling behind now risks undoing these hard-won successes," said GVB President and CEO Regine Biscoe Lee.
GVB Vice President Dr. Gerry Perez added, "We've had some initial successes in additional seat inventory, which will last through the fall season. Unless we continue funding and sustain the incentive program already in place, we will lose this capacity by early 2026."
In other board highlights:
June 2025 Arrivals & Fiscal Year to Date 2025 Performance:
Preliminary data for June 1-15, 2025, shows total arrivals at 27,365, representing a 2.5.% increase from last year. Fiscal Year to Date (October 2024 – June 15, 2025) total arrivals reached 491,704, which is 10.4% less than 2024. Key market performance was reviewed, with Korea remaining the top source market and Japan showing upward growth.
Japan Market Insights:
The Japan Travel Bureau (JTB) forecasts a +21% increase in summer travel from July 15 – August 31. Hankyu reported an +8% increase in overseas travel bookings for the same period, despite challenges from the weak yen and fuel surcharges. Domestic travel is down -5%. There’s a notable shift in travel themes towards "valuable and meaningful experiences," aligning with GVB’s value campaign to promote Guam as offering long-haul destination experiences at the price value of domestic travel.
T’way Guam Celebration Night & Resumption of Kansai-Guam Service:
On July 17, 2025, a celebration was held in Osaka for T’way Air’s Kansai–Guam route restart. T’way (TW509) resumed its flight to Guam on July 18, 2025, welcoming 184 passengers. The resumption adds an additional 14,000 seats for FY25.
Japan Social Media Influencers & Kashiwa Festival:
Japanese social media influencers Onuman and Ibuki, with a combined 400,000 followers on Instagram, TikTok, and X, visited Guam to experience Wailer’s live performance and the Liberation parade, further promoting the island. GVB will participate in the "Kashiwa Festival 2025" in Kashiwa City, Chiba Prefecture on July 26 & 27, leveraging Guam’s friendship city status.
Educational Travel Forum 2025:
GVB and United will host an Educational Travel Forum in Tokyo on Thursday, August 7, 2025, targeting school officials and educational travel representatives to increase inquiries and bookings for educational travel to Guam.
Korea Insights & Sales Boost Promotion:
Traditional media and mobile internet remain highly influential in Korea. GVB's FY2025 ongoing "Night Flight Sales Boost Promotion" for July-September 2025 aims to maximize seat occupancy and boost demand through "Kids Fly Free" promotions, flash sales with influencers, and travel agent sales contests.
Upcoming Korean Air/Air Busan FAM Tour & GVB Korea Roadshow:
A FAM tour for Korean Air and Air Busan is scheduled for August 17-21, promoting Guam to key travel agencies and airline representatives in the Busan region. The GVB Korea Roadshow will take place from September 8-13, 2025, targeting travel trade partners in Seoul, Busan, Daegu, and Daejeon to introduce updated products and new initiatives.
Taiwan Market Activities:
GVB is participating for the first time in the Taipei Summer Travel Expo from July 18-21, promoting Guam and its direct flights for upcoming holidays. The return of the Falun Dafa marching band from Taiwan for the 81st Guam Liberation Parade was welcomed. A KOL Mei Guam Fam Tour is set for August 2-6, focusing on shopping tips and money-saving hacks to increase arrivals from Taiwan. United Airlines promotional fares from TPE to GUM have been extended until September 26, valid for departures through December 31.
North America and Other Markets:
GVB participated in the USTA IPW Tradeshow in Chicago from June 16-18, meeting over 60 travel agents and 30 media representatives from various source markets. A successful Malaysia FAM Tour & Trade Event was held from June 25-28, in collaboration with Philippine Airlines, hosting 24 travel agents and 14 media representatives.
Destination Development:
Highlights included the new Tumon Night Market, postponed to August 3 for its opening night. Motions for Board Approval for the procurement of items such as the development of a Sella Bay Overlook Trail and sponsorship of the UOG Endowment Foundations Tumua Chee Hoo Tour Live in November 2025 were also discussed.
Chairman George Chiu expressed the importance of encouraging businesses and residents to keep their properties and our island beautiful. Board member Joann Brown also emphasized focusing on unique Guam offerings and improving the Guam experience.
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