Samoa’s tourism industry is gearing up for an ambitious campaign to boost visitor numbers from Australia. Taking place from November 11 to 13, the Samoa Tourism Authority will organize a roadshow in major Australian cities—Brisbane, Melbourne, and Sydney—aiming to engage over 150 travel agents. This strategic initiative seeks to elevate Samoa’s profile as a premier travel destination, encouraging travel agents to promote the islands more actively.
Losa Maia’i-Wallwork, Sales and Marketing Manager for Samoa Tourism, highlighted the significance of the roadshow, stating, “This represents a vital opportunity for us to display Samoa’s diverse offerings.” The tourism authority plans to equip travel partners with essential resources and tools to effectively market the islands, with the hope of inspiring a growing number of Australians to visit Samoa.
The campaign will feature select influencers, including Miss Samoa Haylanni Kurrupu and well-known social media personalities like Mykelti, Payne Haas, Boy Soda, and Jaden Laing. These influencers have a strong following on platforms like Instagram, which can significantly boost visibility for Samoa’s attractions.
Australia is a key market for Samoa, providing the second-largest influx of visitors after New Zealand. Recent statistics reveal that from January to July 2025, Samoa attracted 98,192 tourists, with 25 percent of them coming from Australia and 47 percent from New Zealand. Airlines such as Virgin Australia, Qantas, and Fiji Airways currently offer routes connecting Australia to Samoa, presenting various travel options for potential tourists.
This proactive initiative not only highlights Samoa’s breathtaking landscapes and rich cultural heritage but also aligns with a broader positive trend of recovery in tourism across the Pacific region. With strategies like the upcoming roadshow, the outlook for increases in visitor numbers appears promising, suggesting an optimistic trajectory for the tourism sector.
Samoa’s approach draws parallels with recent successes witnessed in neighboring Fiji, which has reported record visitor numbers thanks to targeted marketing and appealing tourism offerings. The success of similar initiatives in the region indicates that Samoa’s efforts are timely and poised to make a substantial impact on its tourism economy.
In essence, the forthcoming roadshow is a strategic effort to connect with Australian travel agents, enhancing engagement with the travel market while showcasing Samoa’s unique attractions in the South Pacific. This initiative embodies hope for ongoing growth and revitalization in this vital sector.