GVB sets sights high for visitor arrivals in 2014 - KUAM.com-KUAM News: On Air. Online. On Demand.

GVB sets sights high for visitor arrivals in 2014

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by Mindy Aguon

Guam - The island welcomed over 1.3 million visitors closing out 2013 but it doesn't stop there as the number one industry sets its sights even higher for 2014. It's a common practice for individuals to set resolutions to ring in the New Year and the Guam Visitors Bureau is doing the same.

Referred to as "smart goals", GVB general manager Karl Pangelinan says they're specific, measurable, attainable, realistic, and fall under a strict timetable. "It's been very tactical for us so that we can really manage through each specific committee and it's not just saying a blanket we want to increase arrivals, it's being very specific where we want to increase arrivals in what sectors and by when it keeps us on our toes and at the end of the day it's a good gauge of how well or not we're performing here at GVB," he said.

At their first board meeting of the year, Pangelinan presented the smart goals for the year. "An example of our smart goals would be like our Russia market. We want to reach 12,000 arrivals by the end of the fiscal year; there's again a very specific number attached and a specific timeline in which we want to achieve it by," he explained.

Pangelinan notes that closing out 2013, the island welcomed over 8,000 Russia visitors making it the fastest growing market thanks to the approval of the visa-waiver and newly established charter flights. Aside from raising awareness that Guam is a visa-free destination, GVB has its sights on establishing a marketing office, too.

In contrast, when it comes to our oldest market, Pangelinan notes that GVB is looking to increase Japanese visitors length of stay from 3.1 days to 4 days. This can be done by working with tour agents to encourage 4-day packages. And while the island waits on the approval of the China visa waiver, there's still plans to increase china visitor arrivals to 20,000 through charter flights, increased public awareness, and joint promotions.

Overall, the work doesn't only occur overseas, but here at home, Pangelinan said, "We really need to reinvest in our destination, not just here in Tumon but islandwide. And the other thing we've been adamant about is attracting the more affluent visitor and by attracting the more affluent visitor, there's hopes of spending more."

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