Travel And Tourism in Guam

Euromonitor International's Travel And Tourism in Guam report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.

Get immediate access to strategic market analysis when you buy reports online

Back to > Previous page >  Travel and Tourism homepage > Guam homepage

Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Product coverage

Airline capacity and utilisation; Arrivals by country of origin; Arrivals by mode of transport; Arrivals by purpose of visit; Car rental services by sector; Demand factors; Departures by destination; Departures by mode of transport; Departures by purpose of visit; Domestic tourism by destination; Domestic tourism by mode of transport; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail services

Executive summary

Travel accommodation and car rental growth sluggish

In 2005, value growth in the travel accommodation market stagnated, while it edged up by around 1% in car rental services. Travel retail and, in particular, transportation saw stronger growth. While the Guam Visitors Bureau would like to change the profile of visitors to the island, it is not in control of this. Who comes to Guam tends to be controlled by interest generated in other countries, which first and foremost means Japan.

Japan accounts for 81% of visitors to Guam

Although the Guam Visitors Bureau is the official tourism body, actual power lies in the hands of the Japan Guam Travel Association (JGTA), with most members being Japanese travel agents with offices in Guam. Around 81% of visitors are Japanese, and most of these book through members of the JGTA.

The Japanese policy on destination tourism is to achieve vertical integration. This means that Japan actually controls Guam tourism through investment in its tourism infrastructure and facilities. Vertical integration is also practised by Korean and Mainland Chinese interests, although bookings from these countries are also believed to be made through JGTA members.

Vertical integration may shut out non-Japanese investors

Japan has already achieved vertical integration in Guam. This probably does no harm because the Guam Government does not have to spend large amounts on marketing its destination and providing incentives for hotel development. However, this does have the effect of shutting out non-Japanese investors – unless they wish to invest in Japanese investment companies – and the saturation of Japanese tourists and services can be a turn-off to visitors from other markets.

Investors and tour wholesalers outside the Japanese dominance would find it very hard to enter the Guam market, even if they wanted to. The only way (if they were permitted) would be by indirect investment in existing Japanese companies.

Market profile tends to be of young visitors who stay for short periods

The market profile from Japan is younger age groups who are travelling on a budget. They tend to stay no more than three days. There is also a growing wedding market. Guam is in the same situation as Okinawa, a Japanese off-shore island, but has the advantage of being an overseas destination. The Guam tourism infrastructure reflects Japan – there is virtually nothing that is unique to Guam. That it is a US destination is an advantage, because this market profile cannot afford to go to Hawaii.

Chinese visitor numbers expected to grow with direct flights from Beijing

There are now direct flights from Beijing, and it is expected that the Chinese market will grow. But this market will have the same distribution characteristics as the existing Japanese and Korean market. There is also some travel from other islands in the Marianas group, but this tends to be for the purpose of visiting friends or relatives (VFR) or for business, and has little impact on the economy.

Modest growth expected over the forecast period

Modest growth is expected in the travel and tourism industry in Guam over the forecast period. Growth will continue to be flat in car rental services, but will pick up in travel accommodation, which, along with transportation, will lead growth in the industry. The key to success may be in changing the profile of visitors to the island and in expanding visitor destinations. Tourism activity is currently centred on Tumon, the capital of Guam, because most visitors are on limited budgets and stay no more than three days.

Table of contents

EXECUTIVE SUMMARY

TRAVEL ACCOMMODATION AND CAR RENTAL GROWTH SLUGGISH

JAPAN ACCOUNTS FOR 81% OF VISITORS TO GUAM

VERTICAL INTEGRATION MAY SHUT OUT NON-JAPANESE INVESTORS

MARKET PROFILE TENDS TO BE OF YOUNG VISITORS WHO STAY FOR SHORT PERIODS

CHINESE VISITOR NUMBERS EXPECTED TO GROW WITH DIRECT FLIGHTS FROM BEIJING

MODEST GROWTH EXPECTED OVER THE FORECAST PERIOD

KEY TRENDS AND DEVELOPMENT

JAPAN CONTINUES ITS DOMINANCE

Outlook

Impact

TOURISM A MAJOR CORNERSTONE OF THE GUAM ECONOMY

Outlook

Impact

TRAVEL ACCOMMODATION

TRENDS

PROSPECTS

TRANSPORTATION

TRENDS

PROSPECTS

TRAVEL RETAIL

TRENDS

PROSPECTS

MARKET DATA

Table 1 Length of Trip: 2000-2005

Table 2 Arrivals by Country of Origin: 2000-2005

Table 3 Arrivals by Method of Transport: 2000-2005

Table 4 Arrivals by Purpose of Visit: 2000-2005

Table 5 Departures: 2000-2005

Table 6 Departures by Destination: 2000-2005

Table 7 Departures by Mode of Transport: 2000-2005

Table 8 Departures by Purpose of Visit: 2000-2005

Table 9 Domestic Trips by Mode of Transport: 2000-2005

Table 10 Incoming Tourist Receipts: 2000-2005

Table 11 Incoming Tourist Receipts % Growth: 2000-2005

Table 12 Outgoing Tourism Expenditure: 2000-2005

Table 13 Outgoing Tourism Expenditure % Growth: 2000-2005

Table 14 Domestic Tourist Expenditure: 2000-2005

Table 15 Forecast Arrivals by Country of Origin: 2005-2010

Table 16 Forecast Arrivals by Method of Transport: 2005-2010

Table 17 Forecast Departures: 2005-2010

Table 18 Forecast Departures by Destination: 2005-2010

Table 19 Forecast Departures by Mode of Transport: 2005-2010

Table 20 Forecast Incoming Tourist Receipts: 2005-2010

Table 21 Forecast Domestic Tourist Expenditure: 2005-2010

Table 22 Forecast Outgoing Tourism Expenditure: 2005-2010

SECTOR DATA

Table 23 Hotels: Units 2000-2005

Table 24 Regional Hotel Parameters 2005

Table 25 Travel Accommodation Sales by Sector: Value 2000-2005

Table 26 Hotel Company Rankings 2005

Table 27 Forecast Hotels: Units 2005-2010

Table 28 Forecast Travel Accommodation Sales by Sector: Value 2005-2010

Table 29 Transportation Sales by Sector: Value 2000-2005

Table 30 Airline Company Rankings 2005

Table 31 Air Travel Internet Sales: Internet Transaction Value 2000-2005

Table 32 Forecast Transportation Sales by Sector: Value 2005-2010

Table 33 Car Rental Sales: Value 2000-2005

Table 34 Car Rental Company Rankings 2005

Table 35 Forecast Car Rental Sales: Value 2005-2010

Table 36 Travel Retail Outlets: Units 2000-2005

Table 37 Travel Retail Sales: 2000-2005

Table 38 Travel Retail Company Rankings 2005

Table 39 Forecast Travel Retail Outlets: Units 2005-2010

Table 40 Forecast Travel Retail Sales: 2005-2010

Table 41 Tourist Attractions: Value 2000-2005

Table 42 Forecast Tourist Attractions: Value 2005-2010

DEFINITIONS

TOURISM PARAMETERS

Arrivals

Departures

Incoming tourist receipts

Outgoing tourism expenditure

Domestic tourists

Domestic trips

Domestic tourist expenditure

TRAVEL ACCOMMODATION

TRANSPORTATION

CAR RENTAL

TRAVEL RETAIL

TOURIST ATTRACTIONS

Back to > Previous page >  Travel and Tourism homepage > Guam homepage