Exam tourism: Reviving Guam's forgotten market

By Jayvee Vallejera

Before the pandemic, about 5,000 professionals from Japan, Korea, China and other Asian countries would come to Guam each year to take professional licensing and certification exams.

That number has now cratered, with many choosing to take these exams in their home countries. The Prometric Test Center at the University of Guam, operated by the School of Business and Public Administration, believes this niche market could still be revived.

Randy Jung, director of operations at the Prometric Test Center, said cultivating strategic partnerships with hotels, airlines, tourism stakeholders and professional education organizations could help Guam restore this forgotten segment of the tourism market.

"Exam Tourism" would initially target accountants in Asian countries who want to obtain a Certified Public Accountant license.

Jung said accountants who choose to take the CPA exam at international testing centers are often charged an additional international administration fee of $390 per exam. The fees are even higher in some countries, such as India, according to the National Association of State Boards of Accountancy.

Since CPA candidates must pass four sections to become licensed, those additional fees can exceed $1,500 if all four sections are taken internationally, Jung said.

By coming to Guam, these CPA candidates would avoid those international administration fees and just pay Guam's local testing fee, resulting in potential savings of about $1,100 across all four exam sections, he added.

It’s not just about cost savings but also about creating a unique value proposition, Jung said. “Exam candidates are fundamentally different from traditional leisure travelers. They are purpose-driven travelers who have already committed to taking a professional examination,” he said.

The strong dollar and weaker local currencies have often been cited as a factor behind the tourism slowdown, but Jung believes this market should be evaluated separately from traditional tourism trends.

ADVERTISEMENT

“CPA candidates already incur significant expenses for exam preparation, accommodations and travel. Guam provides an opportunity to bundle these expenses into a short academic trip while avoiding the additional international administration fees associated with taking the exam in their home countries,” he said.

Jung pointed out that this market travels for education and professional advancement, rather than leisure. These CPA candidates often travel with a spouse, family member, or a friend and would extend their stay, creating additional economic benefits for the island, he added.

Randy Jung

CPA candidates would only be the starting point, Jung said. They are an ideal jump-off point because the market is already established with high volume and a clear pricing advantage that Guam can immediately capitalize on.

The long-term vision is much broader, he said. “Guam already administers numerous professional and academic examinations through Prometric and other testing programs,” Jung said.

Potential markets include healthcare professionals, physicians, dentists, physical therapists and other professional credentialing programs.

For instance, he said, a group from Jeju Tourism University in Korea will travel to Guam this August to take the American Board of Opticianry and National Contact Lens Examiners examinations. This is an annual program, and this year's group consists of six students and one professor who will stay on Guam for five nights, Jung said.

What surprised him was learning that some hotel rates offered to this group were nearly double the rates available through online booking platforms.

“This highlights an important point: if Guam is not price-competitive, we risk losing these visitors to destinations such as Hawaii,” Jung said.

The goal, Jung said, is to develop reasonable and competitive packages that encourage these groups to continue choosing Guam year after year.

“Ultimately, this concept can expand beyond CPA candidates and evolve into a broader ‘Exam Tourism’ ecosystem,” he added.

Jung mentioned that the Prometric Test Center has already contacted other stakeholders in Guam's tourism sector and received a very positive and encouraging response. He noted that many stakeholders understand the importance of Guam continuing to diversify its visitor base and cultivate new niche markets.

“We are optimistic about the response from PHR Ken Micronesia Inc. and look forward to engaging additional stakeholders as the initiative develops,” Jung said. That includes engaging more hotels, airlines, restaurants, and other tourism partners. He said the Guam Visitors Bureau should also be involved.

Among the ideas being explored are:

   · Special hotel packages for exam candidates that are competitively priced and more affordable than traditional tour agency packages;

   · Discounted transportation options;

   · Partnerships with restaurants and local businesses;

   · Group travel packages through educational institutions and academies; and

   · Prometric concierge services that serve as a one-stop resource for international candidates, providing assistance with exam scheduling, travel planning, accommodations, transportation, and local information.

What makes this initiative unique is that it is not dependent on seasonal tourism trends, Jung said, since exam candidates travel based on fixed testing schedules throughout the year, creating opportunities for more consistent visitor traffic.

One of the biggest opportunities available to Guam, Jung said, is boosting awareness about Guam's unique entry programs, including the Guam-CNMI visa waiver program, which allows visitors from China to enter Guam and the Northern Mariana Islands visa-free for a limited time.

Under the program, Korean and Japanese travelers are allowed to enter Guam without a visa and stay for 90 days.

Jung believes there is also an opportunity to work with Guam's federal and local partners to reduce travel barriers for qualified exam candidates.

“One example would be for Prometric to provide official exam confirmation letters that candidates could present during U.S. visa interviews in countries that require visas,” he said. “Ultimately, the goal is to make Guam one of the easiest and most convenient U.S. destinations for international professional candidates to visit.”

At its core, this initiative is about economic diversification, Jung said.

He said Guam has world-class hotels, modern testing infrastructure, direct international air access and the ability to create a unique niche market that few destinations can replicate.

“Instead of waiting for tourists to choose Guam for leisure alone, we can create new reasons for people to come here.”

Subscribe to

our digital

monthly issue