Samoa Strengthens Culinary Tourism through Regional Collaboration and Capacity Building

The Pacific Tourism Organisation (SPTO), in partnership with the Samoa Tourism Authority (STA) successfully hosted a Gastronomy Tourism Workshop on 19th November 2025. The event brought together 50 passionate participants from the tourism and agriculture sectors to explore the power of food in shaping authentic travel experiences across Upolu and Savai’i. The training is the culmination of scoping assessments at selected farms and national partners dialogue to revive efforts in bridging the divide between tourism and agriculture.

Co-organised by STA and local gastronomy expert Leiataua Jerry Brunt, the workshop forms part of a broader collaboration supported by SPTO, UN Tourism (UNWTO), and the FAO Mountain Partnership, funded by the Government of Italy. This regional initiative focuses on localising cuisine within the visitor experience, developing immersive food trails, and integrating Samoa’s rich culinary heritage into sustainable tourism itineraries.

The workshop featured a diverse programme of presentations, reflecting the growing momentum of agritourism in Samoa and the wider Pacific. SPTO highlighted regional gastronomy initiatives and emerging opportunities that position food culture as a driver of tourism growth.

Savaii Koko demonstrated how local cocoa farming and traditional cooking practices can create memorable visitor experiences, while the Samoa Women’s Association of Growers (SWAG) showcased their efforts to strengthen agricultural development and link farmers with tourism operators through partnerships with STA. The National University of Samoa (NUS) presented recent initiatives in agritourism training, research, and innovation, reinforcing the importance of education in building long-term sector resilience.

To bring the project’s objectives to life, Leiataua delivered a hands-on food preparation demonstration, illustrating how traditional culinary practices can be elevated into meaningful tourism experiences.

The workshop drew strong attendance from tour operators, hoteliers, SMEs, NGOs, private sector representatives, and research and training institutions—all eager to explore the expanding potential of agritourism in Samoa. Discussions are now underway to develop a Samoa National Agritourism Strategy, paving the way for a more resilient, inclusive, and flavour-rich tourism future.

From cocoa farms and women-led grower associations to coffee producers and hotel gardens, participants witnessed firsthand how indigenous products and community leadership are strengthening food systems and tourism value chains. Culinary demonstrations and farm visits helped bridge theory and practice, highlighting how local dishes can meet tourism standards while maintaining authenticity at the core.

The workshop also underscored the importance of a cohesive agritourism strategy for Samoa, with SPTO committing to support the development of a national policy and STA announcing plans to establish a dedicated taskforce to drive national efforts for agritourism. Participant feedback was overwhelmingly positive, with many expressing enthusiasm and confidence to integrate gastronomy tourism into their businesses and communities.

Throughout the workshop, participants reflected on the central role of Pacific food culture in shaping sustainable tourism pathways. Farmers, tour operators, restaurants, and community leaders came together to explore how local ingredients, traditional knowledge, and authentic storytelling can be transformed into tourism experiences that deliver cultural pride and economic opportunity not just for tour operators but also for farmers and producers.

The Gastronomy Tourism Workshop reaffirmed that Pacific food culture is more than cuisine—it is a living heritage and a driver of sustainable livelihoods. With ongoing capacity-building, institutional support, and community engagement,

gastronomy tourism in Samoa is well-positioned to grow into a vibrant, locally-led sector that celebrates identity while creating new opportunities for the future.