Guam Visitors Bureau Visitor Exit Survey – Capturing Visitor Insights Across Guam’s Key Source Markets

Client: Guam Visitors Bureau (GVB)
Service: Quantitative Research / Visitor Exit Survey
Sector: Tourism & Hospitality
Project Period: October 2025–2027

The Challenge

Understanding Guam’s visitor economy requires more than tracking arrival numbers. Tourism decision-makers need timely information about who is visiting, how visitors experience the destination, and how behaviors and perceptions differ across key source markets.

In October 2025, the Guam Visitors Bureau’s Visitor Exit Survey program was revamped to strengthen the collection and reporting of visitor data across several of Guam’s major tourism markets.

MR&D supports the program by collecting visitor feedback directly from departing passengers and transforming survey responses into clean, accessible data and visual reports for GVB’s analysis.

The Approach

MR&D conducts visitor exit surveys with passengers at the A.B. Won Pat International Airport. Passengers are randomly selected and invited to participate in the survey in exchange for an incentive.

Participants scan a QR code and complete the questionnaire online, allowing responses to be collected digitally while travelers are at the airport.

The research program covers five key visitor market groups:

*Approximate counts provided to date.

The higher-frequency monthly collection for the Korean and Japanese markets provides GVB with a continuing stream of visitor information from two key source markets, while biannual surveying captures additional perspectives from the U.S., Taiwan, Philippines, Hong Kong, and China markets.

From Fieldwork to Usable Intelligence

MR&D’s role extends beyond collecting responses.

The team manages the research process from airport data collection through data preparation and reporting, including:

Data Collection
Recruiting randomly selected departing passengers and facilitating digital survey participation.

Data Cleaning
Reviewing and preparing collected responses for use.

Data Formatting
Organizing survey data into formats that can be readily reviewed and analyzed.

Visual Reporting
Transforming the collected information into accessible visual reports that allow GVB to more easily interpret survey findings.

GVB receives the survey data, reports, and accompanying visuals for further analysis and use.

The Outcome

Since the revitalized survey program began in October 2025, MR&D has collected approximately 8,181 visitor survey responses across the included source markets.

The ongoing research provides GVB with a structured source of visitor feedback that can be examined across markets and over time. Rather than relying solely on visitor volume, the survey program adds direct information from the travelers themselves to support a deeper understanding of Guam’s visitor market.

GVB also publishes and shares findings from the Visitor Exit Surveys through its website, extending the value of the research to tourism stakeholders and others interested in Guam’s visitor economy.

At a Glance

8,181+
Approximate visitor surveys collected

5 Market Groups
Korea, Japan, U.S., Taiwan, and Philippines/Hong Kong/China

Monthly + Biannual
Ongoing data collection schedule

2025–2027
Current revitalized survey program

MR&D Capabilities Demonstrated

Quantitative Research • Visitor Exit Surveys • Airport Fieldwork • Online Survey Administration • Data Cleaning • Data Processing • Visual Reporting • Tourism Research