The Guam Visitors Bureau led a delegation of 12 local businesses to the 41st Seoul International Travel Fair from June 4 to June 7 at the COEX exhibition center to expand regional market share.
Operating under a "Wellness Island" marketing theme, the delegation promoted the territory's relaxation, sports, and cultural sectors to international travel professionals and consumers. The bureau also earned top honors at the event, winning the Best of the Best Marketing Award out of a field that included more than 515 booths representing 41 countries and regions.
In addition to the organizational accolade, Ho S. Eun, board director and chairman of the Korea Marketing Committee for the bureau, received the 2026 SITF Eminent Tourism Pioneer Award for his contributions to global tourism development.
The promotional pavilion featured 12 private-sector entities representing Guam’s hospitality, retail, and golf industries. Participating operators included the Dusit Thani Guam Resort, Baldyga Group, Pacific Islands Club Guam, The Tsubaki Tower, Stroll International, and the Korea Guam Travel Association.
Local industry executives reported strong consumer engagement and high volumes of inquiries regarding travel packages and competitive pricing. Annie M. Joo, director of sales and marketing for the Baldyga Group, stated that the island's visual presentation generated significant interest from attendees seeking pricing details.
For smaller enterprises, the exhibition provided an entry point into the South Korean market. Jong I. Cheong, president of the Korea Guam Travel Association, noted that the fair allowed the organization to represent approximately 30 local member businesses that lacked the resources to participate independently.
Régine Biscoe Lee, president and CEO of GVB, said that the fair offered a meaningful opportunity to showcase lifestyle experiences directly to consumers.
Lee added that the bureau will continue to collaborate with local stakeholders to strengthen its market presence through diversified promotional initiatives across multiple marketing channels. mbj
