2026 marks six years on the road to recovery since the COVID-19 pandemic devastated Guam’s tourism industry and put a screeching halt to record visitor arrivals. While Guam has yet to break past a million arrivals since, tourism officials say the momentum is here, and together with the help of the community, that goal is closer than ever.

Data presented by GVB shows visitor arrivals struggling in the early months of 2025, with numbers down by nearly 19% in January compared to 2024. "We’re in a little bit of a black hole, starting to climb out of it in March," detailed Regine Biscoe Lee, "but we’re still not anywhere we need to be."

But the tide starts to shift in June, leading up to a 40% percent year-over-year increase recorded in December. Lee, GVB's president and CEO, said, "July, August, September, October, November, December– an incredible story of double digit growth you’re seeing when compared to the previous year." The tourism agency is looking to ride that momentum of recovery into 2026, according to Lee. 

She addressed a room full of local media Monday morning, beginning what she says could be a monthly series, “Tourism Talks.”

"We just wanted to make sure we are open, having this continued dialogue of talking about our very, very important industry of tourism," she said to the journalists.

This comes just days after scathing remarks from tourism oversight chair Senator Jesse Lujan, who gave GVB management a stern ultimatum, in which he said, "Until there are drastic changes in how this organization is led and run, and until we see real results, don’t come asking for money."

As reported, Lujan warned senators will not support additional major tourism financing, including another HOT bond, without significant reforms and measurable results. 

On Monday, Biscoe Lee outlined in detail where public funds are being put to use, touting GVB's success with various marketing events like the Guam International Dance Festival, the Tumon Night Market, and overseas partnerships, with more in the works.  

One such partnership currently underway - hosting Korean professional baseball team the Samsung Lions on Guam for their winter training camp. "Additionally, a lot of the Korean press will cover their training here on Guam and give us some additional media awareness," she said.

In Fiscal Year 2025, visitor arrivals to guam saw about 45% of pre-COVID levels, or some 729,124. 

Gvb’s goal has been to break past the 1 million visitor mark for the first time since the pandemic. While they say a "perfect storm" of factors out of their control, like Typhoon Mawar, weak foreign currencies and air supply challenges have hindered meeting that mark, they say the momentum is on their side.

But biscoe lee says they’ll need “all hands on deck" and the continued support of the whole community to push forward. "We’re asking our community to help participate," she said. "There’s a number of different events and opportunities for folks to jump in and help out where they can. Help keep Guam beautiful. It really is a community effort."