More than 850 passengers from Taipei arrived in Guam for Lunar New Year: a signal of recovery and strengthening of the Taiwanese market
Guam welcomed a strong wave of guests from Taiwan in mid-February: according to data from the Guam Visitors Bureau (GVB), a total of 854 visitors from Taipei were scheduled on special charter flights in the period around the celebration of Lunar New Year 2026. The arrivals, organized through multiple departures and different carriers, mean more for the island economy than a one-time “holiday spike” – GVB presents them as confirmation that the Taiwanese market is once again being profiled as an important source of visitors for this Pacific destination.
Lunar New Year 2026 falls on February 17, and is traditionally marked by multi-day family gatherings and travel, making it one of the strongest seasonal waves in the Asia-Pacific region. It is precisely in that context that the decision of several Taiwanese agencies to “lock in” part of demand through limited charter series is read – with load factors that GVB describes as consistently high throughout the entire sequence of flights.
Charters from Taipei: who flies, how many seats, and when
According to GVB’s monthly report, four Taiwan–Guam charters were operated by Lion Travel, Spunk Tour and Sunny World with STARLUX Airlines, while Phoenix Tour in the same period had flights in cooperation with United Airlines, but with lower capacity utilization. GVB points out that, despite different sales models and capacities, seat sales and traveler interest were strong enough for Guam to reassert itself ahead of the holiday as a “quick” and logistically feasible option for a seaside escape.
Additional details about the dates indicate that some flights were sold out or at the very top of load factors. In the January bulletin, GVB states that Lion Travel’s flight on February 15 was fully booked (176 seats), while the departure on February 19 was “quickly filling” the remaining seats. For Spunk Travel, it is stated that the departure on February 14 was sold out, while for the flight on February 18 only a small number of seats remained available. Phoenix Tour and Sunny World also, according to the same source, offered departures on February 14 and 18, with the flights described as nearly full.
Aviation sources further confirm that in February 2026 STARLUX planned charter operations on the Taipei Taoyuan – Guam route with an Airbus A321neo, in partnership with Lion Travel, including departures on February 15, 19 and 23. Although individual schedules may differ depending on agencies’ packages and sales, the common denominator is the same: passengers from Taipei were given a concentrated series of direct departures precisely in the week around the holiday.
Why Guam is attractive to Taiwanese travelers
Guam is a territory of the United States in the western Pacific, with a tourism infrastructure developed over decades – from hotel capacity in Tumon to an offering that combines beaches, shopping, family activities and cultural content. The U.S. Department of the Interior, in its overview, states that Guam has been under U.S. administration since 1898, while the Organic Act of 1950 established a civil government and granted U.S. citizenship to residents, which still defines the political framework in which public institutions operate, including tourism organizations.
For the Taiwanese market, a key argument is often the combination of a relatively short flight and a “familiar” service system, especially for families and travelers seeking a destination with a clear offering and a large selection of accommodation. In its communication to the industry in recent months, GVB also emphasizes active marketing programs, including familiarization trips (fam trips) for agents and content creators, aimed at boosting digital visibility and supporting the sale of package arrangements.
Wider context: growth in arrivals and the fight for air capacity
The arrival of more than 850 passengers from Taipei comes at a time when Guam, according to its own statistics, is recording growth in total arrivals. In GVB’s report on results up to mid-December 2025, it is stated that Guam recorded 728,883 arrivals during the calendar year through December 15, which is a 4.1% increase compared to the previous year. In the same document, GVB also points out that the Taiwan market, on that basis, grew by 144.2% – a figure that shows how sensitive a market can change quickly when continuity of flights and sales channels is secured.
GVB also speaks openly about challenges: in its statements it says it is working on stabilizing and expanding capacity in key markets and mentions air service incentives and the need to invest in tourism as a sector that brings “external” revenue. In practice, Lunar New Year charter flights often serve as a test – if they are full and operationally successful, it is easier to argue for continuing seasonal series or opening more regular routes.
What the “holiday wave” means for the local economy
For local hotels, carriers, restaurateurs and retailers, concentrated arrivals over a few days can mean quick occupancy, higher turnover and a stronger impulse to hire seasonal workers. In its materials, GVB regularly emphasizes that tourism remains the island’s central export-oriented activity, and growth from individual markets – such as Taiwan – can reduce dependence on one dominant source of visitors.
However, industry experts often warn that charter waves in themselves are not a guarantee of long-term recovery. The key questions are how much travelers return outside holiday periods, whether the level of service can be maintained during peak loads, and how to balance prices, capacity and guests’ expectations. That is why, from a strategy perspective, it is significant that in its report on Lunar New Year 2026 GVB emphasizes the “potential for continued growth” of the Taiwanese market precisely around major holidays – as a period in which, with good logistics, the number of arrivals can be scaled relatively quickly.
Welcome organization and the destination experience
In earlier examples of welcoming charter flights from Taiwan, GVB highlighted symbolic gestures such as welcome gifts and “Made-in-Guam” products, aiming to connect travelers with local brands and experiences. For 2026, in publicly available bulletins GVB emphasizes the numbers and load factors, but the message is similar: Guam’s tourism industry wants travelers to feel like guests, not just statistics.
For some travelers, Lunar New Year on Guam means a break from colder weather and the usual city dynamics, but at the same time an opportunity to celebrate the holidays in a different environment. Although traditions differ among communities, the common motive is traveling “on time” – before the very start of the holiday – and returning after a few days of rest, which overlaps with the departure dates listed in the charter series.
What follows after the holiday
The biggest test after the end of Lunar New Year is whether interest can be converted into a more stable travel pattern. In that sense, GVB’s data on high load factors and a total of 854 planned visitors from Taipei function as an argument to airlines and industry partners: demand exists, and direct connectivity visibly “unlocks” the market.
For Guam, that means continuing strategic work on air connectivity, promotion and destination quality, but also managing expectations – from accommodation prices in peak periods to maintaining safety at key locations. If, according to the assessments and plans that GVB presents in its statements, charter models prove sustainable, Taiwanese guests could become an increasingly important factor not only in February, but also through other seasonal peaks during the year.
Sources:- Guam Visitors Bureau (GVB) – bulletin “I Estoria” (February 2026), data on 854 visitors from Taiwan, agencies and carriers (link)- Guam Visitors Bureau (GVB) – bulletin “I Estoria Newsletter” (January 2026), details on charter flight dates and load factors (link)- Guam Visitors Bureau (GVB) – statement on arrival statistics and growth of the Taiwan market (December 2025) (link)- U.S. Department of the Interior, Office of Insular Affairs – overview of the political status and historical facts about Guam (link)- The Old Farmer’s Almanac – date of Lunar New Year 2026 (February 17, 2026) (link)- AeroRoutes – planned STARLUX Taipei–Guam charter flights in February 2026 (link)
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