Guam’s tourism industry is set to receive a boost with the approval of the Guam Visitors Bureau’s (GVB) airline incentive program. The $10 million initiative, recently approved by the GVB’s board of directors, aims to retain existing air routes and attract new flights to the island.

The program, which was included in the fiscal 2026 budget bill passed by the 38th Guam Legislature, has an allocated budget of $5. 4 million for Korean airlines and $5. 7 million for low-cost carriers from Japan. While GVB had initially requested $11. 1 million, the budget act approved by the legislature provided $1. 1 million less. The act is currently awaiting the signature of Governor Lou Leon Guerrero.

The airline incentive program is a three-pronged strategy that includes co-op marketing, load factor incentives, and turnaround support. GVB President Régine Biscoe Le emphasized that this program is a direct investment in the island’s working families. She argued that every additional flight to Guam brings in revenue that benefits the community through hotel stays, dining, shopping, and tours. This increased visitor spending helps sustain jobs, support small businesses, and provides economic stability for the thousands of residents who rely on tourism for their livelihood.

GVB also noted that airline incentives are a commonly used tool for tourism recovery and long-term route development in many destinations around the world, such as Thailand, Vietnam, Hong Kong, Los Angeles, and New York. The bureau stated that Guam aims to use this tool to compete with other destinations for limited aircraft over the next 18 months.

In a position paper released earlier, GVB stated that the island is working to rebuild air seats lost during the COVID-19 pandemic and Typhoon Mawar, as well as expand air routes to prevent the tourism economy from collapsing. Without continued incentives in FY2026, airlines have no obligation to maintain their current routes or add new ones to Guam, according to GVB. The bureau also noted that the global aircraft shortage is currently limiting airlines and making it competitive for destinations to attract or retain flights.

The Guam Visitors Bureau is optimistic that the airline incentive program will help the island’s tourism industry recover and continue to grow. With strong interest from airlines in key markets such as Japan, Korea, Taiwan, and the Philippines, GVB believes that the continued support of incentives is necessary to maintain frequency to Guam. This program is a vital tool in the island’s efforts to attract visitors and stimulate economic growth.