Samoa’s tourism sector is gearing up for a significant campaign aimed at increasing visitor numbers from Australia. From November 11 to 13, the Samoa Tourism Authority will host a roadshow across major Australian cities—Brisbane, Melbourne, and Sydney—targeting over 150 travel agents. This initiative aims to position Samoa as a leading travel destination, encouraging agents to actively promote the islands.
Losa Maia’i-Wallwork, Sales and Marketing Manager for Samoa Tourism, remarked on the importance of this roadshow, saying, “This represents a vital opportunity for us to display Samoa’s diverse offerings.” The tourism authority is dedicated to providing travel partners with resources and tools to effectively market the islands, hoping to inspire more Australians to explore Samoa.
The campaign will be bolstered by the presence of selected influencers, including Miss Samoa Haylanni Kurrupu and social media personalities like Mykelti, Payne Haas, Boy Soda, and Jaden Laing, who collectively have a substantial following on platforms such as Instagram.
Australia is a crucial market for Samoa, ranking as the second-largest source of visitors after New Zealand. Statistics show that from January to July 2025, Samoa welcomed 98,192 tourists, with 25 percent hailing from Australia and 47 percent from New Zealand. Currently, airlines like Virgin Australia, Qantas, and Fiji Airways operate routes connecting Australia to Samoa, offering a variety of travel options for potential visitors.
This concerted effort not only showcases Samoa’s natural beauty and cultural richness but also aligns with broader trends in the Pacific region where tourism is recovering steadily. With initiatives like Samoa’s roadshow, the outlook for growth in visitor numbers is promising, reflecting an optimistic future for the tourism sector.
Samoa’s proactive approach parallels recent successes seen in neighboring Fiji, where record visitor arrivals have been reported, driven by a combination of targeted marketing and the appeal of tourism offerings. The success of similar strategies in the region suggests that Samoa’s efforts are well-timed, with potential for significant positive impacts on its tourism economy.
Overall, the upcoming roadshow represents a strategic move to engage with Australian travel agents, harnessing the potential of the travel market while highlighting Samoa’s unique attractions in the South Pacific.