Rebuilding Guam’s tourism for visitors—and for the people who call Guam home
Guam’s tourism industry needs rebuilding, and the work cannot be defined solely by the number of visitors we attract. The future of tourism must be measured by something deeper. It must include an endeavor that strengthens our communities, uplifts our culture and creates spaces and experiences that our own residents can enjoy and be proud of.
That is the direction recommended in a Tourism Recovery Report commissioned by the government of Guam, which calls for a shift from traditional destination marketing to a community‑centric, culturally‑anchored tourism model.
This shift is not just a strategy; it is a recognition of who we are. Guam’s greatest strength has always been its people, its villages and its living CHamoru culture.
The warmth of Håfa Adai, the pride of our artisans, the resilience of our farmers and the stories of our elders are what make Guam unique. These are not just assets for visitors; they are treasures for our own families and communities.
To advance this vision, the legislature is convening an informational hearing on Oct. 16 at 9 a.m., focused on the Guam experience initiative. This hearing is intentionally designed to center the voices of those who shape tourism every day: small business owners, cultural practitioners, tour operators, artisans, farmers, village leaders and community organizations. These discussions will highlight the challenges they face, the ideas they have, and the opportunities they see, not the perspectives of agency heads or government bureaucrats.
Stakeholders and community members understand the realities on the ground. They know what visitors are asking for, what barriers prevent growth, and what experiences are missing from Guam’s current offerings. Their insights can help us expand tourism beyond Tumon, strengthen cultural programming, and support small businesses that bring Guam’s identity to life.
But equally important, this work is about our own people. A community‑centric tourism model creates opportunities for residents to reconnect with their heritage, enjoy new cultural experiences and take pride in the island they call home.
It encourages investment in village‑based activities, cultural centers, local artisans and community events that benefit residents first and visitors second. When we build spaces that celebrate our culture, our families benefit. When we create experiences rooted in our traditions, our children learn. When we invest in our villages, our communities grow stronger.
Tourism should not be something that happens around our people. It should be something that happens with our people.
ADVERTISEMENT
The Tourism Recovery Report made clear that global travelers are seeking authenticity and experiences that connect them to the heart of a place. Guam is uniquely positioned to meet that demand. But authenticity cannot be manufactured; it must be lived. And when we build a tourism industry that reflects our culture, our values, and our communities, we create something that residents and visitors alike can embrace.
Rebuilding tourism is not just an economic endeavor. It is a cultural one. It is a community one. And it begins with listening to the people who shape Guam’s identity every day.
The path forward begins with listening and recognizing that the best version of Guam is one that our people can experience, enjoy, and proudly share with the world.
Frank F. Blas Jr. is the speaker of the 38th Guam Legislature.
Subscribe to
our digital
monthly issue
