Guam charts path to reach 2020 tourism target

Published on : Tuesday, March 4, 2014

guam-visitors-bureau (1)Hafa adai: Recently, the Guam Visitors Bureau recently released its new strategic plan for the future of tourism on Guam: Tourism 2020. The project was led by the GVB board and was a collaborative effort with input from business leaders, government leaders, tourism stakeholders and members of the community. Tourism is everyone’s business, representing 60 per cent of our island’s economy.


A clear mission was set forth: In a statement it was said,”Grow a sustainable tourism industry that generates economic opportunities and enhances the quality of life for all residents, protecting and respecting our island’s unique heritage, culture and natural environment; and making Guam a better place to live, work and visit.”


We ensured that the plan was centered around traditional Chamorro values, and the guiding principals of who we are as a people. The result is an aggressive but achievable vision of “where we need to go” — and a blueprint with clearly defined objectives of “how we will get there.” We developed a clear vision of where we want to be: “A world-class, first-tier resort destination of choice, offering a U.S. island paradise with stunning ocean vistas, for two million business and leisure visitors from across the region, with accommodations and activities ranging from value to five star luxury — all in a safe, clean, family-friendly environment set amidst a unique 4,000 year old culture.”


We also developed a clear path forward of how we would achieve the goal. We established eight core objectives:

• improve quality;
• grow arrivals and diversify;
• add hotel rooms, especially at the high end;
• focus on MICE (business conferences and groups);
• promote the Chamorro culture;
• extend the average length of stay;
• promote our unique attractions; and
• extend tourism beyond Tumon.


Mark Baldyga is chairman of the Guam Visitors Bureau. View the entire strategic plan online by visiting and searching for “Tourism 2020.”




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