Pacific Tourism Organisation and Samoa Tourism Authority Release Key Insights from International Visitor Survey

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 December 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.

Samoa is among 10 Pacific Island countries —Cook Islands, Niue, PNG, Vanuatu, Solomon Islands, Tonga, Kiribati, Timor Leste, and FSM-Yap under the Pacific Tourism Data Initiative 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.

STA Acting Chief Executive Officer Kitiona Pogi expressed gratitude for the collaboration with SPTO and emphasized the pivotal role of the survey findings in shaping Samoa’s tourism future.

“These insights are key in improving the visitor experience and enhancing Samoa’s standing as a distinctive and appealing travel destination. We sincerely appreciate SPTO’s consistent support and knowledge in carrying out these important surveys and reports,” Mr Pogi said.

New Zealand recorded the highest total arrivals at 45% followed by Australia at 27%. 44% of main travelers to Samoa were holidaymakers, 24% visiting friends and relatives and 10% attending fa’alavelaves. Visitors stayed an average of 10 nights, with Upolu being the most popular destination, visited by over 94% of travelers, followed by Savai’i at 40%. The 45-54 age group represented 22% of visitors, while 13% were aged 65 and older. The average household income of visitors was USD 90,710, reflecting a relatively affluent group, and their spending contributed approximately USD 407 million to Samoa’s economy during this period.

Visitor satisfaction was high, with many praising the warmth of the local people, smooth airport processes, and positive experiences with domestic transport. While there’s room for improvement in areas like customer service, public amenities, and cleanliness, 96% of visitors said they would recommend Samoa to others, and 92% said they would likely return.

SPTO CEO Christopher Cocker underscored the value of the Pacific Tourism Data Initiative (PTDI) in guiding tourism planning and policy.

“This kind of data gives us a clear picture of what’s working and where we can do better,” said Mr. Cocker. “It’s a critical tool for governments, operators, and communities to make informed decisions that support sustainable tourism growth in Samoa and across the Pacific.