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.
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).
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.
SWOT STRENGTH:Beautiful scenery/natural environment.Good beachesDesirable destination for diving. WEAKNESSInadequate infrastructureSlow decision making among GVBLocal population`s unfriendly attitudes towards touristsDirty public restrooms creates bad impression.
OPPORTUNITIES:China is a huge potential marketIncreasing affluence of regional Asian consumersVisa waiver program for Japan, Korea & Taiwan THREATS:Sensitive to negative macro-economic and political development.Local activism against tourism.Rising oil prices.
Main issues NEW MARKETS: Over reliance on japanese market. Strategy: lack of distinct identity. Unique Activities: low visitor retention rate. Positioning:Focus on differentiationFocus on unique activitiesNegative aspects are americana, beaches, good scenary, lackof history Ideas: internal marketing, targeted placement and advertising.