Smart sustainable tourism experience: Shop Guam e-Festival


TUMON, Guam – The Guam Visitors Bureau (GVB) is proud to announce the start of fifth annual Shop Guam e-Festival (SGF), a world class global campaign that aimed at creating an interactive shopping experience for residents and visitors, while highlighting Guam as a modern, fashionable, and diverse destination to shop. This year’s festival will begin on December 1, 2016 and will last through February 4, 2017 for total of 66 days. Since its inception in 2012, the Shop Guam Festival has seen tremendous success by garnering $8.4M of media coverage exposure in 2012, $8.7M in 2013, $8.1M in 2014 and $11.4M in 2015. Last year, Shop Guam Festival attracted over 400,000 visitor arrivals during the campaign period with several participating retailers reported over $10,000 worth of Shop Guam Festival offer redemptions.

2016 Shop Guam e-Festival will be the first global campaign GVB fully embraces the vision of “Smart Tourism.” We utilize IOT (Internet of Things) concept to design integrated campaign and bring together digital and physical elements of destination marketing. 2016 Shop Guam e-Festival mobile app will be the first application powered by Smart Guam System delivering an immersive shopping and visiting experience for our global customers. The app will be in six different languages of our tourism source markets. GVB Marketing Department’s strategic objective is to leverage disruptive technologies to differentiate Guam from its competitors, empower local businesses and ultimately create more sustainable tourism impact and return on investment.

“Given rapidly-changing consumer behavior, the society is shifting toward mobility. GVB wants to push toward a new frontier of mobile marketing for 2016 Shop Guam e-Festival. As one of our Smart Tourism initiatives, we plan to incorporate on location beacon sensor at the SGF participating retail locations. Visitors who download the 2016 SGF mobile app and turn on the Bluetooth will be able to receive Beacon notification reminding them to use app offers when they walk into nearby SGF locations” said GVB Global Marketing Director Pilar Laguaña.

To meet the sustainable tourism guideline, GVB will no longer prepares wasteful print coupon booklet for Shop Guam e-Festival this year. Instead, there will be a light weight Shop Guam e-Festival Savings Passport to encourage mobile APP download by tourists with opportunity to enter into mobile sweepstake for a chance of winning monthly shopping prizes.

Follow Shop Guam 2016 by searching for its dedicated hashtag #shopguam2016 and follow GVB on Facebook (@GuamVisitorBureau), Twitter (@visitguam), Instagram (@visitguamusa), and Snapchat (VisitGuam). The new Shop Guam Festival mobile app is available for Android and Apple iOS users in their app stores.