Visitor arrivals to Samoa saw a slight growth of 0.3 percent from January to November 2025 compared to the same timeframe in 2024, marking a modest yet encouraging rise for the tourism industry. This growth trend is especially pronounced within the holiday travel segment, which remains the driving force behind the increase in tourism. Holiday arrivals surged by an impressive 19.8 percent, jumping from 62,275 visitors in 2024 to 74,591 in 2025. This category now represents 40 percent of total visitor traffic, highlighting its significant role in the ongoing recovery and performance of Samoa’s tourism sector.
In terms of financial gains, tourism earnings climbed by 4.32 percent, amounting to $ST500.4 million. This uptick reflects not only an increased number of visitors but also a rise in average spending per individual, which increased from $3,551 to $3,660—an increase of 3.09 percent.
The Visiting Friends and Relatives (VFR) segment also reported positive momentum with an 11 percent growth compared to the previous year. However, certain challenges remain highlighted by a decline in business visitors, which fell by 22.5 percent, and a significant drop in sports visitor numbers by 30.6 percent. The “Others” category faced the steepest decline at 51.1 percent, indicating a need for a strategic reassessment.
New Zealand continues to be the primary source of visitors, accounting for 48 percent of the total market share and showing growth of 10.9 percent with numbers rising from 67,468 to 74,835. Conversely, the Australian market experienced a slight decrease of 2.4 percent but maintained a stable share at 25 percent. Meanwhile, visitor numbers from American Samoa dropped by 29 percent, while the U.S. market saw a modest growth of 2 percent.
Aviation capacity faced a reduction of 2.6 percent, with 7,029 available seats in comparison to 2024. Nevertheless, there was a positive development as the total number of unutilized seats decreased by 10.9 percent, signifying improved efficiency in flight utilization.
These insights suggest a nuanced picture for Samoa’s tourism sector. While the growth in visitor numbers and spending is encouraging, there is a pressing need to revitalize the business and sports visitor markets and to address declines in some regions. Collaborative efforts among stakeholders in the tourism industry will be crucial in leveraging the strengths of key markets and enhancing the visitor experience, ultimately driving further growth in this essential sector.