The Pacific Tourism Organisation (SPTO), in partnership with the Samoa Tourism Authority (STA), released the International Visitor Survey (IVS) report for the period January to June 2024. Published under SPTO’s Pacific Tourism Data Initiative, the report offers an in-depth look at the preferences, spending patterns, and experiences of international visitors to Samoa, providing invaluable insights to guide tourism strategies and enhance visitor satisfaction.
This comprehensive report underscores Samoa’s growing appeal as a world-class tourism destination and highlights key areas for sustainable growth and development in the region.
STA Chief Executive Officer Toleafoa Pativaine Petaia-Tevita expressed gratitude for the collaboration with SPTO, emphasizing the pivotal role of the survey findings in shaping Samoa’s tourism future.
“These insights are instrumental in helping us elevate the visitor experience while strengthening Samoa’s reputation as a unique and captivating travel destination. We deeply value SPTO’s unwavering support and expertise in executing these essential surveys,” stated Petaia-Tevita.
The report highlights New Zealand as the primary source of visitors, accounting for 56% of total arrivals, followed by Australia at 29%. It reveals that 41% of visitors traveled to Samoa for a holiday, 27% to visit friends and relatives, and 12% to attend fa’alavelaves.
Visitors stayed an average of 11 nights, with Upolu being the most popular destination, visited by over 94% of travelers, followed by Savai’i at 41%. The 45-54 age group represented 22% of visitors, while 12% were aged 70 and older. The average household income of visitors was USD 96,301, reflecting a relatively affluent group, and their spending contributed approximately USD 176 million to Samoa’s economy during this period.
Visitor satisfaction ratings were overwhelmingly positive, with the friendliness of locals, the airport arrival and departure processes, and the domestic transport experience exceeding expectations. While areas such as customer service, public services, and cleanliness were identified for improvement, 97% of visitors indicated they would recommend Samoa to friends and family and expressed a strong willingness to return.
Highlighting the significance of the PTDI in delivering actionable insights, SPTO CEO Christopher Cocker emphasized its role in understanding tourism trends across Samoa and the wider Pacific region.
“By leveraging data-driven insights, this initiative enables policymakers, businesses, and other stakeholders to better understand tourism dynamics in Samoa and other Pacific Island countries. The IVS report is just one example of SPTO’s commitment to providing timely and relevant information to support sustainable tourism development,” said Mr. Cocker.
The PTDI is a key component of SPTO’s Phase 2 Pacific Digital Tourism Transformation project, funded by the New Zealand Government. It aims to enable evidence-based decision-making through the annual publication of three critical reports: a bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS). These reports cover ten Pacific Island nations: Cook Islands, Niue, Papua New Guinea, Samoa, Solomon Islands, Vanuatu, Tonga, Kiribati, Timor-Leste, and the Federated States of Micronesia (Yap).
For more information on these reports and the insights provided, please contact the SPTO team.
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