Tourism is the lifeblood of Guam's economy, and its revitalization is not just a goal—it's an urgent necessity. As we rebuild from the economic disruption of recent years, the Guam Chamber of Commerce emphasizes the importance of a multi-pronged approach that addresses immediate needs and lays the foundation for long-term success.
Focusing on our primary source markets—Japan and Korea—we can restore our position as a top-tier travel destination.
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Here are some immediate action steps:
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Incentivizing increased air service: The Guam International Airport Authority is crucial in revitalizing tourism by incentivizing airlines to expand seat capacity. The Air Service Development Incentive Program has succeeded in underserved markets and should be enhanced to support routes to Japan and Korea. Reduced landing and passenger fees and direct support for airlines can increase flight frequency and accessibility.
Additionally, we need to overhaul the airport experience. Visitors' first impressions are critical, and improvements in deboarding efficiency, luggage claim processes, and airport hospitality will set the tone for their stay.
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Supporting local businesses: Local businesses are the backbone of Guam's tourism economy, providing essential services and memorable experiences for visitors. The government of Guam must provide resources to help businesses maintain operations and staffing levels during this recovery phase. Efforts could include low-interest loans, grants, or wage support programs to sustain the tourism workforce.
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Improving and expanding tourist sites: A clean, safe, and well-maintained tourism plant reflects Guam's pride and commitment to excellence. Immediate efforts to spruce up popular attractions, repair infrastructure, and enhance public spaces are essential. Necessary enhancements include improving signage, upgrading public facilities, and addressing safety concerns.
Long-term strategies for sustainable growth: Investment in accommodations, attractions, and small businesses is vital for long-term recovery. The government of Guam can stimulate growth through grants, tax incentives, and public-private partnerships to improve physical assets and services. These initiatives will attract new visitors and elevate the overall quality of Guam's tourism offerings.
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Expanding attractions and community engagement: Guam must innovate to attract and retain visitors. Developing new attractions, hosting cultural festivals, and creating community-driven events will offer unique experiences that set Guam apart. Partnerships between public agencies and private entities can amplify these efforts, fostering a vibrant cultural scene that appeals to a diverse audience.
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Strategic marketing campaigns: The Guam Visitors Bureau must coordinate with private-sector partners to launch targeted marketing campaigns in Japan and Korea. Highlighting Guam's natural beauty, rich culture, and proximity, these campaigns should focus on creating demand for travel, while emphasizing new and improved visitor experiences.
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Why this matters now: Delaying action risks losing ground to competing destinations, and many aggressively court the same markets. Guam has the unique advantage of location, strong cultural ties to our target markets, and a proven track record of hospitality. However, proactive policies and coordinated efforts must support turning this renaissance.
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A unified vision for Guam's future: The recovery of Guam's tourism industry requires collaboration across sectors. The government of Guam, GIAA, GEDA, GVB, and the private sector must work together to implement these solutions, guided by the goal of restoring Guam's economic vitality.
By addressing immediate challenges and laying the groundwork for sustained growth, we can ensure that Guam recovers and emerges stronger and more resilient. Let us act decisively to secure a prosperous future for our island and its people.
The Guam Chamber of Commerce is a non-profit voluntary association of over 400 businesses, professional individuals, and firms united in their desire to improve business and build a better social and economic community in Guam.Â
Ernie Galito is the Chairman of the Board of the Guam Chamber of Commerce. For additional information, contact the Guam Chamber of Commerce at 671-472-6311/8001 or email info@GuamChamber.com.gu.
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