Pacific Tourism Organisation and Samoa Tourism Authority release Annual 2025 International Visitor Survey (IVS) Report

The Pacific Tourism Organisation (SPTO), in collaboration with Samoa Tourism Authority (STA), has released the Samoa IVS Reports 2025 – Pacific Tourism Organisation. Published under SPTO’s Pacific Tourism Data Initiative funded by the New Zealand Government, the report offers insights into visitor behaviours, satisfaction, and spending patterns, helping shape evidence-based tourism development and marketing strategies.

Samoa is among 10 Pacific Island countries—the Cook Islands, Niue, PNG, Vanuatu, Solomon Islands, Tonga, FSM-Yap, Timor-Leste, and Kiribati — under PTDI, funded by the New Zealand Government. PTDI continues to serve as an essential resource for tourism data across the Pacific through the bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) report to strengthen regional tourism strategies

Three thousand six hundred and twenty-five valid responses were collected from international visitors, representing 12,427 adults and 2,645 children, and accounting for approximately 8.5 per cent of all arrivals to Samoa during the January–December 2025 period. The findings provide one of the most comprehensive snapshots of visitor behaviour, spending patterns, and visitor perceptions currently available for the destination.

According to the report, international tourism generated an estimated economic impact of USD 201 million (WST 563 million) for Samoa in 2025, reaffirming tourism’s growing contribution to livelihoods, local businesses, and the national economy. Visitors recorded an average prepaid expenditure of USD 745 per trip, with an estimated 55 per cent of that amount flowing directly into the local economy. Average in-country spending reached USD 726 per visitor, contributing to a total average spend of USD 1,136 per trip.

The report also highlighted several defining characteristics of Samoa’s international visitors. 44 percent of respondents were first-time visitors, while 28 per cent travelled solo, reflecting growing international curiosity and niche travel interest in the destination. Visitors stayed an average of 9.0 nights, with respondents reporting an average household income of USD 74,533 (WST 201,986), indicating strong value potential within key source markets. New Zealand, Australia and the United

States of America continued to emerge as Samoa’s strongest visitor markets. Holiday, visiting friends and relatives, family fa’alavelave (obligations), wedding, and business remained the leading reasons for travel, showcasing the destination’s appeal across multiple tourism segments.

Visitor sentiment remained highly positive throughout the survey. Respondents expressed strong satisfaction with the friendliness of the people of Samoa, the range of attractions and activities, the airport arrival experience, and their overall travel experience. Importantly, 96 per cent of respondents said they would recommend Samoa to others, while 92 per cent indicated a willingness to return.

At the same time, the findings identified important areas for continued tourism development and investment. Visitors highlighted opportunities to enhance customer service, offer better value for money in the pricing of goods and services, strengthen waste management and cleanliness, and improve public services and infrastructure.

Samoa Tourism Authority Chief Executive Officer, Kitiona Pogi, said the report provides valuable direction for the future development of Samoa’s tourism sector. “This 2025 Annual IVS Report provides valuable perspectives that will support our marketing, product development, and visitor service priorities. The insights shared by our visitors are essential in shaping a more competitive and sustainable tourism sector. We remain grateful for SPTO’s technical expertise and PTDI’s continued support,” Mr. Pogi said.

SPTO CEO Christopher Cocker said the findings demonstrate the value of reliable tourism data in helping Pacific destinations understand visitor experiences, identify emerging opportunities, and make informed decisions that support sustainable and resilient tourism development.

“Samoa continues to deliver a distinctive and authentic Pacific experience that is clearly resonating with visitors. The strong levels of visitor satisfaction and intention to return are encouraging indicators of Samoa’s destination strength and the value of its tourism offering,” Mr Cocker said.

“Importantly, the International Visitor Survey is more than a snapshot of visitor experiences. It provides strategic tourism intelligence that enables governments, industry stakeholders and development partners to better understand what visitors value, how tourism contributes to the economy, and where opportunities exist to strengthen the destination and improve the visitor experience.”

Mr Cocker said the findings also highlight the importance of sustained investment in tourism research and regional collaboration to strengthen destination competitiveness and resilience across the Pacific.

“Through the New Zealand Government-funded PTDI, SPTO is committed to ensuring our member countries have access to credible, timely and actionable tourism intelligence. Good data leads to better policy, smarter investment and more targeted industry development — ultimately supporting tourism outcomes that deliver greater value for Pacific communities, economies and future generations.”