GVB resources redirected to containing COVID on Guam

Guam Visitors Bureau (PNC graphic by Ricky De Guzman)

With the island’s tourism industry continuing to see virtually no arrivals, the Guam Visitors Bureau is redirecting its resources from promoting Guam abroad to helping out in the war against COVID at home.

According to GVB vice president Gerry Perez, GVB has been facilitating and enabling the roll-out of the new COVID contact tracing app unveiled by Gov. Lou Leon Guerrero Thursday morning.

During the GVB board meeting Thursday afternoon, Perez pointed out that the island’s tourism and economic recovery are dependent on the health of the people and the perception of Guam as a healthy destination.

Perez said GVB is refocusing its attention away temporarily from destination marketing and concentrating instead on helping local campaign initiatives aimed at reversing the alarming spike in COVID-19 cases.

“The island’s tourism and economic recovery, both real and perceived, depend on Guam being a safe, healthy, and hygienic destination,” Perez stressed.

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Toward this end, Perez said GVB is helping out by using its marketing prowess to communicate the urgency of the situation to local stakeholders and facilitate the call to action by health care stakeholders.

“The immediate priority is to support the medical stakeholders and promote the contact tracing app as well as encourage health and hygiene protocols,” Perez said.

He added that GVB is using its existing media buys to help promote GovGuam’s COVID mitigation efforts.

“We may not be very visible but we’re under the hood firing on all cylinders. In just the last week and a half, almost two weeks, we were able to help organize and facilitate four major online meetings with over 200 individuals, representing more than 100 interest groups and associates, including the Guam Medical Association, religious groups, business community members, telecom companies, senators, village mayors, the consular corps, and various people throughout the island to let them know about this COVID alert contact tracing app,” Perez said.