The Global Sustainable Tourism Council (GSTC) participated in the Guam Visitors Bureau (GVB) Quarterly Membership Meeting, held on Thursday, August 14, 2025, at the Dusit Thani Guam Resort and online for those unable to attend in person.
Michelle Merfalen, Membership Committee Chair, did the opening remarks. The event provided updates to its members on tourism recovery efforts, market performance, air incentive plans, and sustainable tourism practices.
Regine Biscoe Lee, president and CEO of the Bureau, presented the management report, addressing ongoing priorities for Guam’s tourism recovery and competitiveness, and underscored positive results: June visitor arrivals increased across all major markets, including Korea, Japan, and the Philippines, relative to June 2024.
The meeting program spotlighted sustainability as a strategic pillar for Guam’s visitor economy, featuring insights from Jason Lin, Co-Founder & CEO of Hotel Zero, who addressed “Reviving Guam Tourism with Purpose and Sustainability.”
“This is my first time back in Guam as the co-founder and CEO of Hotelzero. Guam is close to my heart, having spent 12 years as the global digital strategist for the Guam Visitors Bureau before COVID. I’m excited that we now have the opportunity to help shape a sustainable future for Guam, creating a positive impact on both tourism and the community at large. We look forward to partnering with GSTC on this important endeavor.” said Mr. Lin.
Building on that theme, Naomi Oiwa, GSTC’s Japan Market Development Manager, presented GSTC and showcased GSTC member JTB Japan as a case study, demonstrating how the GSTC Standards translated policy into practice, driving concrete actions, deeper supplier engagement, and measurable market value for destinations and businesses, while fostering partnerships that benefit communities and the environment and elevate the visitor experience.
“It was inspiring to see Guam’s tourism community rally around purpose and sustainability. Through the JTB Japan case study, we showed how the GSTC Standards translate vision into practice, supporting local livelihoods, safeguarding the destination’s ecosystems, and strengthening the visitor experience,” said Naomi Oiwa, GSTC’s Japan Market Development Manager.
About the Guam Visitors Bureau’s Membership Division
The Guam Visitors Bureau’s Membership Division maintains membership relations that will strengthen the bond of partnership between GVB, as a government office, and the private sector. This public-private partnership seeks stakeholder support for the industry that accounts for more than 60% of Guam’s economy, as well as to take part in GVB promotions and programs. More information here: https://www.guamvisitorsbureau.com/
