United Airlines’ officials say their new route between Haneda and Guam is expected to boost tourism amid a sinking Yen. The airline is putting forth efforts to revitalize a lagging Japan market to pre-pandemic levels.

The new route between Guam and Tokyo-Haneda is expected to boost tourism for both destinations. It’s a strategy banking on the convenient location. United Airlines’ airport operations managing director for Asia- Pacific Sam Shinohara told KUAM News, "That’s what makes it special. But specific to Guam, I think it’s a super big deal that a market the size of Guam gets the opportunity to arrive and depart in the heartbeat of Tokyo."

It’s as quick as a 13-minute train ride into the most populated city in the world. Tokyo boasts over 37 million people, and that much potential visitors to Guam. Shinohara continued, "The Japanese customer base has always been a consistent quality traveler for sure and we have invested quite a bit to rebound that market."

The goal of getting Japan arrivals back to pre-pandemic levels is a challenge compounded by a dropping Yen to US Dollars, sinking the lowest in 34 years just earlier this week.

United’s director of sales with Japan and Micronesia Kenichi Kiriyama, "The bottom income market will probably find it challenging to go overseas anyways. But we’re looking at the customers willing to pay for the value that Guam can offer. We trust that there is a value."

The airline is working to find creative ways to revitalize the lagging market. From catering to a changing demographic, Shinohara commented, "We’re seeing a lot more generational family travel with the grandparents, parents and the kids, with everybody traveling together", to working closely with hotel partners, as Kiriyama said, "For this flight arriving at 5am and accommodating our request for super early check in and super late checkouts when they go back home."

They’ve already seen an impact with a fully booked inaugural flight met with celebrations at both airports on Thursday.