Sen. Jess Lujan has introduced Bill No. 228-38, a measure that would establish the Enhancing Tourism Aesthetics Program, or ETA Program, aimed at improving the appearance of Guam’s commercial areas and strengthening the island’s tourism product.
The bill, introduced Tuesday with backing from 10 additional senators, proposes a system of tax incentives for businesses that invest in exterior upgrades to their properties. Eligible improvements would include facade renovations, updated signage, lighting enhancements, landscaping, and other aesthetic changes visible to the public.
According to the bill, the program would be administered by the Guam Economic Development Authority and would apply island-wide, with priority given to high-traffic tourism and commercial corridors. Participating businesses would be able to apply for incentives such as business privilege tax credits, real property tax abatements, or use-tax exemptions for materials and equipment.
Lujan said the proposal is intended to support efforts to modernize Guam’s visual environment and make the island more competitive as a visitor destination. The measure also notes longstanding concerns related to maintenance and infrastructure conditions in key areas like Tumon.
If enacted, the ETA Program would include annual reporting requirements, fiscal caps, and a five-year sunset provision.
