While fiscal 2025 visitor arrival numbers fell short of projections, Guam Visitors Bureau officials told senators Monday that there are bright spots for the industry, and arrival numbers are now moving in the right direction.
During an oversight hearing, Guam Visitors Bureau President Régine Biscoe Lee highlighted the success of the Tumon Night Market. The market was launched on a trial basis over the summer and has been extended into fiscal 2026.
Biscoe Lee said the market is popular with visitors, locals and vendors, and the increased foot traffic in Tumon on Sunday nights has helped business owners in the area as well.
Sen. Shawn Gumataotao questioned GVB’s fiscal 2024 financial sponsorship of 116 organizations, at an average award of $13,500 each, with the goal of increasing Guam’s exposure to other markets and supporting local events.
“What data is available regarding the impact these resources have had on building familiarity and hopefully interest by potential visitors from the affected visitor markets?” he asked.
GVB Board Chairman George Chiu responded by saying some expenditures can’t be measured by the number of tourists who visit Guam. He said sponsorships are one way tourism benefits the community.
Gumataotao said that despite budget increases and incentives, tourism goals have not been met.
“You guys are spending more money getting less people, and I get the pandemic part, but when we spent less money, we had 1.8 million, 1.6, 1.4 million tourists. So I'm just saying, when is this going to end?” Gumataotao asked.
Gumataotao was also upset to learn that the $10 million senators approved for airline incentives had not yet been given to GVB by the administration.
Although the GVB officials noted improvements to visitor safety and destination management, Sen. Sabina Perez brought up a frequent source of frustration to local residents and tourists: the condition and availability of public restrooms on Guam.
Biscoe Lee said the restrooms at the Guam Congress Building, the Guam Museum and CHamoru Village would be open to visitors in Hagåtña who need facilities.
“It is a big challenge, and not one that the Guam Visitors Bureau can handle on its own,” Biscoe Lee said. She said the Department of Parks and Recreation and other agencies would also need to do their part.
“We also want to be very careful and cautious that we don't enter into mission creep and start doing things that are … the responsibility of one part of our government or the other,” she added.
