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(Tumon, Guam) — The Guam Visitors Bureau (GVB) yesterday released the latest arrival statistics at its monthly board meeting, reporting a significant surge in visitor numbers for November and the first half of December 2025. Total arrivals for the month of November reached 70,731, a 30.4% increase from 2024, while December 2025 reached 42,492 visitors in its first two weeks, marking a substantial 48.3% increase compared to the same period last year.
The strong November and early December performance is predominantly fueled by the robust growth of the Korea and Japan markets, which both had double digit increases.
"Guam's tourism reset continues to show encouraging momentum, with December arrivals demonstrating exceptional growth," said the GVB President & CEO Régine Biscoe Lee. "The outstanding performance from our key markets is reflecting the success of our targeted campaigns and the essential work of our industry partners."
November 2025 Arrival Summary
Total Arrivals: Increase from 54,248 in 2024 to 70,731 in 2025, representing a +30.4% increase.
Increased Arrivals in Key Source Markets:
Korea: 25,600 (2024) to 37,348 arrivals (2025), an increase of 45.9%.
Japan: 17,640 (2024) to 22,523 arrivals (2025), an increase of 27.7%.
Philippines: 137 (2024) to 1,596 arrivals in (2025), an increase 1065.0%
Taiwan: 251 (2024) to 615 (2025), and increase of 145.0%
December 1-15, 2025 Arrival Highlights
Total Arrivals: Increased from 28,651 in 2024 to 42,492 in 2025, representing a +48.3% change.
Increased Arrivals in Top Source Markets:
Korea: 13,835 (2024) to 24,873 (2025), an increase of 79.8%.
Japan: 8,845 (2024) to 11,486 (2025), an increase of 29.9%.
Note: December 1-15, 2025 Daily Arrivals reflect Civilian Air arrivals only.
Preliminary full December arrivals are showing double digit growth from December 2024, representing around 90,000 arrivals and 40% increase from STLY.
Calendar Year-to-Date (CYTD) Update
For the Calendar Year through December 15, 2025, Guam recorded a total of 728,883 arrivals, representing a 4.1% increase over the previous year. The Japan market showed significant recovery with a 21.6% increase, and the Taiwan market experienced exponential growth, increasing by 144.2%.
Fiscal Year-to-Date (FYTD 2026) Overview
The current Fiscal Year (October 2025 – December 15, 2025) has seen a total of 175,015 arrivals, a 28.7% increase over the previous fiscal year. Korea continues to lead this growth with a 40.7% increase in arrivals.
GVB Launches Aggressive Q2 Marketing Initiatives
The GVB is actively bolstering demand through new marketing and destination development projects in its primary markets.
Japan: The GVB is conducting the "One Guam Roadshow/New Year Reception 2026" with trade seminars scheduled in Tokyo, Nagoya, and Osaka from January 19-21, 2026. The successful "GOGO! GUAM Hafa Adai campaign 2026," launched in December, has already attracted over 300 participants.
Korea: Q2 efforts (January-March 2026) are focused on supporting airlines and travel agents to stabilize routes, expand seat capacity, and stimulate demand through co-op promotions. The GVB Korea New Year Celebration Party, scheduled for February 5, 2026, will strengthen trade partnerships and showcase the new "Scent of Guam" experiential branding.
Taiwan: Demand for Guam travel is strong, highlighted by high sell-through rates for upcoming Chinese New Year (CNY) charter flights in February 2026. GVB is hosting a Marketing Representative Familiarization (Fam) Tour (Jan 10–17) and a Key Opinion Leader (KOL) Fam Tour (Jan 28–Feb 4) to boost digital marketing efforts.
Destination Maintenance and Safety
GVB reports that critical destination maintenance has been completed, with the beach tractor officially resuming operations as of January 13, 2026. Visitor Safety Officers remain stationed at key sites, including Merizo Pier, Fort Apugan, Inalåhan pool, and Fort Soledad, ensuring a safe experience for all visitors.
In an open discussion, Director George Chiu clarified that GVB has recently received $3 million as the first allotment of the promised $10 million in airline incentive funds from the Department of Administration (DOA). Despite these funding limitations, Director Ho Eun presented data showing that guaranteed seat capacity from Korean Air is expected to result in 484,000 arrivals in 2026, a 37% increase, stating that this projected significant growth demonstrates strong performance in the Korean market without substantial spending. Board members nevertheless emphasized the critical need to invest in tourism, the island’s only industry that generates external income, to maintain and create new jobs.
The meeting concluded with the Board affirming its commitment to fighting for the resources necessary for tourism reset. Committee elections were also held, with Director Michelle Merfalen nominated and unanimously affirmed as the Taiwan Marketing Committee Chair, Director Michael Sgro as the Sports & Event Chair, and Director Clifford Guzman as the Research Committee Chair.
The next Board meeting is scheduled for February 26th.
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