Guam visitors bureau

THREATS

Hawaii has the similarity with Guam in terms of nature. Additional carrier operating Korea-Hawaii, Hawaiian Airlines, will enable more Koreans visit Hawaii than ever before.

There are many good tour products going S. E. Asian destinations with cheaper prices than Guam tour packages. Saipan hotels are also doing the aggressive sales for Korea market.

Korean government has tried to open its skies with more countries nowadays. Through the open skies, Korea can expect more exchanges between countries. Koreans can be easier to visit more countries connected with the direct flights.

After Japan’s tragedy, Koreans’ fear on traveling overseas has been expanded. The possibility of having diseases such as H1N1 can be pointed as one of several obstacles making Koreans refrain from travel overseas.

Close monitoring of Korean economy is needed to analyze trends and consumer habits, especially those that affect disposable income. Any major downturn in the Korean economy will have negative affects on travel to Guam.

Frequent monitoring of won value to US dollar is necessary to gauge spending power of tourists to Guam from Korea. Tourism is Guam’s primary export and currency valuation is critical to this. Guam has seen the negative impacts on Yen valuation to US dollar.

With record seat capacity comes the risk of airlines folding routes to increased competition. GVB must help ensure that carriers supporting the Guam routes are reasonably profitable. Any fallout from airlines pulling routes or changing to smaller equipment can adversely affect the market.

COMPETITION

For honeymoon market

Korean honeymooners prefer resort-oriented destinations that have the 3 S’s (Sun, Sea and Sand) with lots of shopping opportunities. Regarding the honeymoon as once-in-a-lifetime chance, most honeymooners prefer the long haul and the unique destination where they are not able to visit twice. Korean honeymooners consider about the unique accommodation than the general such as the Pool villa (a villa with the exclusive swimming pool) and the specially designed rooms.

For family market

Families prefer the destination where they can experience lots of activities and rest at the same time. Families with young kids prefer the short-haul destination where they can enjoy the water activities. The safety is one of the important factors when they choose the destination.

For Office Lady and Single market

This market prefers the short-haul destinations, especially the destinations for weekend trip (night flight). Shopping attraction is one of the reasons to choose destination.

For Sports/Leisure market

For golf demand, China and Thailand are quite popular due to the cheap cost & green fee and the oversupply of air capacity to those destinations. More than 30% of Korean golfers abroad last year visited China.

For MICE market

As this target audience is regarded as high-yield market, NTOs are providing special benefits such as welcome dinner, per-diem, transportation subsidy etc. Especially Southeast Asian countries are keen to attract the MICE group tours.

SAIPAN, MARIANAS ISLANDS	CEBU, PHILIPPINES
Strength Short flight time from Korea Increase in air access by LCCs Safe, clean and family-friendly environment Availability of all-inclusive resorts and hotels owned by Koreans Increase in marketing budget for Korea	Strength Availability of budget hotels/packages compared to other island destinations Convenience in securing rooms by travel agencies (agents have hotel room blocks) Diversity of tourist attractions Short flight time (almost same as Guam) Increase of flights (LCCs)
Weakness Limit of accommodation Lack of tour infra-structures Limit of shopping centers	Weakness Safety issue Less natural than other destinations in S.E. Asia Sanitary issue
PHUKET, THAILAND	HAWAII, USA
Strength Plenty of accommodations, in all ranges Diversity of tourist attractions Wide range of themed tour packages Availability of private pool villas to offer to honeymoon market Plenty of airlines for Korea-Phuket route Short flight time – almost same as Guam	Strength High awareness as luxury, high-end, and romantic destination “Dream” destination amongst many Koreans Increase in air seat capacity including LCC such as Jin Air High satisfaction by Korean visitors – nature, travel infrastructure, culture, etc. Availability of luxury class hotels
Weakness Overheated competition among ground operators “Done that, been there” image	Weakness Lack of hotels rooms High cost compared to other island leisure destinations Low quality of Korean tour guides

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Budget%20Document%20Library -> Fiscal year 2016 Department: Customs and Quarantine Agency Division/Section: Director’s Office

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