The document discusses a presentation about tourism in Guam. It outlines Guam's mission to build trust between the military and local residents through mutual respect and quality of life concerns. It provides background on Guam's history of developing tourism since 1952. Key facts are presented on Guam's hotel inventory, visitor demographics, and interest groups. A SWOT analysis identifies strengths like beaches and diving, but also weaknesses like infrastructure and attitudes. Opportunities include new Asian markets, but threats include rising costs and local activism. Main issues discussed are over-reliance on Japan, lack of identity, and low visitor retention.

1. Presented by: TUSHAR, WASIF, TANMAY

2. location

3. Our Mission
 To collaborate with the U.S. military and the Federal
Government in building trust and partnership for the
benefit of all present and future Guam residents with
focus on the following:
 Mutual respect and recognition;
 A mutual ‘sense of belonging’;
 Protection and preservation of Guam’s culture, language, and
lands;
 Promotion of civilian and military relations;
 ‘Quality of life’ concerns for both military and Chamorro families;
and
 Use of shared federal and local resources to support the mission.

4. BACKGROUND
 History of the Guam’s development of tourism was
first acknowledged by local government officials in
1952 with the enactment of Public Law 67.
 It was not until 1962, when President John F. Kennedy
lifted the security restriction, that Guam’s tourism
development would move closer to realization.
 In July 1970, the Guam Tourist Commission was
renamed the Guam Visitors Bureau.
 In 1983, Public Law 17-32 (The Guam Visitors Bureau
Act) was enacted, reorganizing the Bureau as a
public, nonprofit, membership corporation. Public Law
17-65 was passed in 1984, which established the
Tourist Attraction Fund (TAF).

5. Key Facts
 Guam hotel inventory: there are approx. 30 to
35 hotels in one star to five star range in guam
including Sheraton, Hilton, Marriott, Hyatt and
Westin.
 Guam visitor profile: mostly from Japan, Korea
and U.S.A.
 Interest groups: guam hotel & restaurant
association, guam tourism foundation, japan
guam travel Association.

6. SWOT
 STRENGTH:
Beautiful scenery/natural environment.
Good beaches
Desirable destination for diving.
 WEAKNESS
Inadequate infrastructure
Slow decision making among GVB
Local population`s unfriendly attitudes towards
tourists
Dirty public restrooms creates bad impression.

7.  OPPORTUNITIES:
China is a huge potential market
Increasing affluence of regional Asian consumers
Visa waiver program for Japan, Korea & Taiwan
 THREATS:
Sensitive to negative macro-economic and political
development.
Local activism against tourism.
Rising oil prices.

8. Main issues
 NEW MARKETS: Over reliance on japanese
market.
 Strategy: lack of distinct identity.
 Unique Activities: low visitor retention rate.
 Positioning:
Focus on differentiation
Focus on unique activities
Negative aspects are americana, beaches, good
scenary, lackof history
 Ideas: internal marketing, targeted placement
and advertising.

9. Data and statistics

10. Contd…

11. Unique activities