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

The Pacific Tourism Organisation (SPTO), in collaboration with the Samoa Tourism Authority (STA), has released the International Visitor Survey (IVS) for the period January–June 2025, providing comprehensive and up-to-date insights into visitor behaviour, economic contributions, and overall satisfaction levels. Delivered under SPTO’s Pacific Tourism Data Initiative (PTDI)—a programme funded by the New Zealand Government—the IVS serves as a critical evidence base for guiding national tourism planning, product development, and sector investments.

The latest findings underscore Samoa’s continued strength as a preferred Pacific destination, with 39 percent of respondents identifying as first-time visitors and reporting an average household income of USD 85,342. New Zealand and Australia remain Samoa’s largest tourism source markets, contributing 48 percent and 24 percent of arrivals respectively, followed by the United States at 9 percent. Holiday travel continued to dominate overall purpose of visit at 43 percent, while visiting friends and relatives accounted for 26 percent and fa’alavelave for 10 percent. Visitors stayed an average of 9.6 nights, with 70 percent of travellers spending time in Upolu and 27 percent visiting Savai’i.

Economically, visitors contributed an estimated USD 169 million to Samoa’s economy in the first half of 2025. Prepaid expenditure averaged USD 2,488 per visitor, while in-country spending averaged USD 771 per trip, highlighting the tourism sector’s significant value chain impacts. Visitor sentiment remains overwhelmingly positive, with 96 percent of respondents stating they would recommend Samoa, and 91 percent indicating their intention to return. Clean environments, friendly local communities, and strong cultural offerings were consistently identified as the most appealing aspects of the visitor experience. Respondents also noted opportunities for improvement in customer service, infrastructure, and environmental management—areas that will form part of ongoing policy and industry development efforts.

STA Chief Executive Officer, Kitiona Pogi, welcomed the release of the report and acknowledged the importance of data-driven decision-making for national tourism growth. “These insights are invaluable for improving visitor experiences and strengthening Samoa’s

position as a unique and welcoming destination. We thank SPTO and our partners for their continued support in delivering these critical data-driven reports.”

SPTO Chief Executive Officer, Christopher Cocker, reinforced the organisation’s commitment to strengthening regional tourism intelligence through PTDI. “Reliable data empowers governments, operators, and communities to make informed decisions that foster sustainable tourism growth across the Pacific. The Samoa IVS is another demonstration of how PTDI is building robust and consistent data ecosystems to support long-term sector resilience.”

The 2025 IVS contributes to a growing suite of PTDI research tools, including the Pacific Business Confidence Index (BCI) and the Community Attitude Survey (CAS), ensuring that Pacific Island countries have access to high-quality, standardised, and actionable data. Together, these tools support stronger evidence-based planning while reinforcing SPTO’s broader mandate to advance sustainable tourism development across the region.