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2014 GVB Annual Report (10.5

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2014 GVB Annual Report (10.5 GUAM VISITORS BUREAU 2014 ANNUAL REPORT GRAMMY AWARDWINNING GROUP INNER CIRCLE PERFORMS AT THE GUAM MICRONESIA ISLAND FAIR 1.34 MILLION IN VISITOR ARRIVALS GOOGLE STREET VIEW LAUNCHES Promoting ON GUAM Guam’s Culture DESTINATION DEVELOPMENT | MARKETING | RESEARCH & STATISTICS FINANCIALS | MEMBERSHIP DIRECTORY “The Story” From the very beginning when the first Chamorros sailed on their flying proas to discover a tiny island paradise in the Pacific over 4,000 years ago, Guam’s story has always been one of adventure, exploration and innovation. It’s no different in 2014. From the launch of the transformative Tourism 2020 plan to the inaugural Guam Live International Music Festival, Guam’s story in 2014 was a year full of events and bringing people together in new ways. It’s also one of evolution and shifting with the tides of change as magnificent as the ocean waves crashing into the island’s coral reefs. At the very heart of our journey lies the Håfa Adai spirit and warm hospitality of Guam’s people. It’s no wonder visitors from around the world are drawn to explore the island’s natural beauty, as well as the customs, traditions and values that have shaped the irreplaceable Chamorro culture. It is our hope that our story continues to be shared. On the cover and on this page: Marina Jesus of Guma Taotao Tano' of the umbrella organization Pa’a Taotao Tano' performs the “Lina’La” at Inarajan Pools. The Lina’La is a Chamorro dance that celebrates the ability to bring forth and nurture life. Guam Visitors Bureau 2014 Annual Report Table of Contents OFFICE OF THE GOVERNOR OF GUAM Congratulations Guam Visitors Bureau Moving Our Island Forward Håfa Adai! Congratulations to Guam This report details the successes of EDDIE BAZA CALVO Visitors Bureau on another year of 2014 and illustrates the platform on Governor of Guam breaking records in visitor arrivals. which future growth can be built. We’d like to thank the men and GVB’s Tourism 2020 plan sets some women of GVB and the tourism lofty goals that will require focus, industry for their efforts in skill, and teamwork to achieve. We marketing our island, but also for believe that together we can meet ensuring that visitors who come to those goals — and even surpass Guam enjoy the natural beauty, them — if we all commit to moving learn about our unique culture, and our island forward. get a glimpse of the history that forged a great people. Un Dångkulu Na Si Yu’os Ma’åse’, As part of the Government of Guam’s tourism industry representatives, we are proud to EDDIE BAZA CALVO present the 2014 Guam Visitors Governor of Guam Bureau Annual Report. This is an in-depth, data-supported look at RAY TENORIO how GVB used its funding, Lt. Governor of Guam resources, and relationships to RAY TENORIO strengthen and diversify the Lt. Governor of Guam tourism industry. 2 | Governor & Lt. Governor’s Message CHAIRWOMAN, COMMITTEE ON TOURISM, HOUSING, MUNICIPAL AFFAIRS, AND HAGÅTÑA RESTORATION & REDEVELOPMENT AUTHORITY Buenas yan Håfa Adai! Un Dångkulu Na Si Yu’os Ma’åse’ to all of the exceptional employees of Year after year, we are posting Guam Visitors Bureau both past and record numbers of visitors coming present. As the Chairperson on TINA ROSE MUÑA BARNES to our beautiful island. The Tourism, I am humbled by your Senator, premium we place on providing a accomplishments and deeply 32nd Guam Legislature unique and memorable experience honored to support your efforts. for all of our visitors is evident in You have my commitment that the strides we are making in together we will continue to improving our image, not only strengthen and expand the vital “The future truly abroad but locally as well. programs and policies that have brought us the success that we looks bright for The increase in our market share enjoy today. for Korea, Russia and China is our tourism remarkable, and thanks to the Sinseru yan Magåhet, industry.” efforts of our dedicated employees at the Guam Visitors Bureau and our industry partners, we are posed to continue to grow those numbers over the next several years. Let us SI SENADORA TINA take the time to celebrate our I Mina’Trentai Dos Na successes and reflect on how far we Liheslaturan Guåhan have come. The future truly looks bright for our tourism industry. Senator Tina Muna Barnes’ Message | 3 CHAIRMAN, GUAM VISITORS BUREAU BOARD OF DIRECTORS Håfa Adai! On behalf of the Guam We recently established a Visitor Visitors Bureau Board of Directors Safety Officer program and this and its management and staff, we year, we will be developing an are pleased to present the Fiscal online Tourism Academy. We MARK BALDYGA Year 2014 Annual Report. continue to diversify and have seen Chairman record numbers of Korean visitors It was another record-breaking year soar. We also continue to focus on for our island as over 1.34 million the addition of more hotel rooms, visitors visited our beautiful island. conference and MICE business to fill Fiscal Year 2014 is now ranked as the shoulder periods, and of course, the third top fiscal year in Guam’s our unique Chamorro culture. “Achieving our tourism history – a fitting way to cap off our 50th year celebration Achieving our goals will mean many goals will mean and honor our industry’s pioneers. thousands of new job opportunities for our people and significantly many thousands In 2014, we launched the Tourism increased revenue for the 2020 strategic plan with a vision of Government of Guam. of new job creating a world class resort opportunities for destination of choice for two Guam has a bright future ahead million business and leisure visitors and I would like to personally thank our people...” from across the region and with the hard working men and women accommodations and activities of this billion-dollar industry, ranging from value to five star including the Guam Visitors Bureau. luxury - all in a safe, clean, As we head into a new era of family-friendly environment. economic prosperity that is just around the corner, I am proud to be The plan’s mission is to create a part of this exciting vision that opportunities and to enhance the will allow us to showcase our quality of life for all residents, unique Chamorro culture and making Guam a better place not heritage for generations to come. only to visit, but to live, work and raise a family. The plan has Un Dångkulu Na Si Yu’os Ma’åse’, received widespread support and for this, we thank the Administration, the Legislature, all Government of Guam agencies, and of course, our members and the MARK BALDYGA people of Guam. We invite you to Chairman of the Board visit the GVB website and to become a part of this exciting new vision for Guam. 4 | Chairman’s Message BOARD OF DIRECTORS BRUCE KLOPPENBURG THERESA ARRIOLA SAM SHINOHARA EDUARDO CALVO Vice Chairman Secretary Treasurer CLIFFORD GUZMAN MAYOR HONG SOON IM ROBERT HOFMANN BARTLEY JACKSON MILTON MORINAGA NORIO NAKAJIMA KATARINA SGRO GVB 2014 Annual Report | 5 MANAGEMENT’S DISCUSSION & ANALYSIS The Guam Visitors Bureau (GVB), a entirely new level. The 8 Objectives non-profit membership corporation, outlined in the plan provide the is the official tourism agency for the roadmap to achieving the Vision (A U.S. Territory of Guam. Among its world-class, first-tier resort JON NATHAN DENIGHT responsibilities, GVB is charged with destination of choice with 2 million General Manager setting tourism policy and direction; visitors) and Mission (Economic developing and implementing opportunities and an enhanced Guam’s tourism strategic and quality of life for all Guamanians). marketing plans; managing programs and activities that Other highlights include: enhance and showcase Guam’s • Clean audit for the fourth year in people, place and culture in order a row to deliver an incomparable visitor • Largest budget in the Bureau’s experience; and coordinating history tourism-related research, planning, • GVB Marketing winning Governor’s events and outreach activities. GVB MagPro Department of the Year serves as a critical bridge linking Award government, the tourism industry, visitors and the local community, Visitor Arrivals and aims to contribute successfully There was a slight increase in total to a good quality of life for visitor arrivals to Guam of 0.3% in residents through tourism. FY 2014 (1,341,171) versus FY2013 (1,337,665), with FY2014 supplanting Administrative Highlights FY2013 as the third best arrivals On February 4, 2014, GVB together year in the island’s history. A core TELO TAITAGUE with Governor Eddie Calvo, the objective of the Tourism 2020 plan Deputy General Manager Guam International Airport is the diversification of visitor Authority and Guam Economic source markets, and FY2014 saw Development Authority officially Guam’s market mix continue to launched the Tourism 2020 shift, with Japan dropping to a Strategic Plan. The GVB Board of historically low 61.6% of total Management Contact Directors, led by Chairman Mark arrivals, while Korea continued its Jon Nathan Denight, Baldyga with Deputy General increase, now representing 21.9% of General Manager, Manager Nathan Denight and UOG total visitors. There was growth in Tourism Professor Dr. Fred other key market areas of Taiwan, can be contacted at Schumann, worked together with China and Russia. Guam Visitors Bureau, industry, government and 401 Pale San Vitores Road, community stakeholders to develop Marketing Highlights Tumon, Guam 96913, the strategic vision and plan for GVB is the organization responsible Guam tourism. The result was for marketing Guam to the world as Telephone (671) 646-5278/9, or Tourism 2020, an actionable a premier tourist destination.
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