Guam’s tourism stakeholders call for immediate action on poor facilities, lack of transportation
By Ron Rocky Coloma
The Guam Visitors Bureau recently teamed up with a media group to beef up its marketing campaign to salvage the slipping South Korean market, which is otherwise touted as filling the void left by the Japanese market. But a recent report by the Guam Experience Commission indicated that the South Korean market has seen a significant decline in recent years.
Guam’s goal to achieve the tourism industry’s pre-Covid levels remains elusive. Gains in recent years have been offset by new challenges facing the travel industry.
The island is projected to hit its lowest annual visitor arrivals in nearly four decades, prompting renewed calls from local business leaders for Guam to reassess its strategies and address the deficiencies that turn visitors away. Poor infrastructure and the lack of transportation, for example, have been cited in exit surveys among the turn-offs for visitors.
"It's critical that we get this right and that we move quickly," Mark Baldyga, president of The Baldyga Group, said at the legislative roundtable convened by Speaker Frank Blas Jr. on Oct. 14.
Baldyga said Guam was projected to receive 637,000 visitors in 2026. Excluding the three years of pandemic closures, he said, that would be the lowest annual figure since 1988.
Tourism stakeholders broadly supported efforts to improve Guam's visitor experience but disagreed over whether a proposed new tourism structure would help deliver results or divert attention from marketing the island.
The roundtable examined the Guam Experience Commission’s recommendation for broader facility upgrades that extend beyond hotels and shopping districts into villages, cultural attractions and business hubs.
The proposals come as tourism operators report business closures, lost workers and limited transportation options. Business leaders also questioned whether government agencies have the coordination and accountability needed to improve roads, public spaces and the arrival experience at the airport.
The commission's presentation underscored those concerns, showing a 15.5 percent decline in August arrivals compared with August 2025, with South Korea experiencing the largest drop.
Baldyga endorsed the commission's emphasis on culture, beautification and resident participation but opposed aspects of a proposed tourism authority. He said marketing must remain a central responsibility rather than become one function within a larger organization.
"My other concern is that the proposed authority would have broad responsibilities, but no actual authority over any of the agencies responsible for delivering results," Baldyga said. "This is a moment when we need execution and accountability, not just collaboration."
He proposed restructuring GVB as a lean destination marketing organization concentrating on visitor demand and air service, with an independent board and professional leadership. Destination management, he suggested, should be coordinated through a senior official in the governor's office who could hold agencies accountable for performance.
A separate Guam Experience Council could give village leaders, cultural practitioners and residents a continuing voice in tourism decisions, he said.
Anita Borja Enriquez, president of the University of Guam, highlighted the need to address the transportation barriers and urged participants to consider village festivals, local products and wellness tourism alongside improvements to basic infrastructure.
Rita Pangelinan Nauta, managing director of the Guampedia Foundation, said the commission's approach was grounded in protecting cultural heritage and ensuring that tourism benefits the communities.
While industry stakeholders differed on governance issues, they agreed the economic stakes for Guam remain high. Guam remains Guam’s main economic driver, along with the military and other federal spending.
Regine Biscoe Lee, GVB president, cited 2025 figures showing tourism generated about $1.6 billion in economic impact, supported more than 15,000 jobs and produced $163 million in local government tax revenue.
She said GVB's fiscal 2027 budget was approximately $29 million and stressed that the bureau could not solve every problem affecting visitors on its own.
Since the Covid-triggered slump, the industry has been attempting to up its game, including market diversification. The government has been pushing for the Guam visa waiver for Filipino travelers, a strategy that requires federal nod.
"Bringing back visitors and encouraging them to choose Guam is much more than just marketing," Biscoe Lee said.
She cited air service, attractions, cultural experiences, transportation and upkeep as interconnected responsibilities requiring cooperation among public agencies, businesses and communities.
Mary Rhodes, president of Guam Hotel and Restaurant Association, also warned about the risk of losing more airlines. She said hotels and other tourism businesses had helped subsidize flights and create travel packages to keep visitors coming, beyond the incentives offered through public programs.
Rhodes said Guam previously collected about $150 million annually in hotel occupancy taxes and argued that restoring tourism would help the government recover lost revenue. She also called for timely, reliable visitor statistics and forecasts to guide investment decisions.
Another major concern was whether the island could compete with destinations offering easier travel and stronger incentives to airlines.
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Bartley Jackson, chairman of the Commonwealth Ports Authority board in the Northern Mariana Islands and a former GVB chairman, said Guam now competes against Asian destinations, including Vietnam and the Philippines.
He said some competing airports waive landing fees and destinations offer airline incentives. Guam, he argued, must recognize those competitive conditions rather than assume airlines will return without support.
Jackson also questioned the practice of assigning tourism bureaus responsibility for tasks such as park maintenance and lighting, saying those duties can divert resources from attracting visitors. He urged continuity in tourism leadership and suggested Guam and the CNMI cooperate more closely in promoting the Marianas.
The commission proposed immediate cleanup and public-space improvements, assistance for struggling small businesses, changes to permitting and longer-term investments in village attractions and transportation. Its presentation placed potential longer-term projects at roughly $150 million, although no funding package was approved at the roundtable.
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